Product Purchase Intention Research Articles

Impact of electronic word of mouth (e-WOM) on purchasing decisions: an empirical study

PurposeIn today’s fast-paced and interconnected market, companies must adapt to the evolving demands of their customers. Therefore, it is essential to examine the impact of online reviews on potential customers' intent to purchase. This study seeks to identify the characteristics of electronic word-of-mouth (eWOM) that influence a buyer’s intention to purchase goods and services.Design/methodology/approachWe used the snowball sampling method to collect data using a pre-tested survey instrument with a five-point Likert scale. We received 696 usable responses. We conducted assumption tests to ensure that we could use covariance-based structural equation modelling (CB-SEM) for data analysis. The collected data were analysed using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) to compute the latent variables. We then tested our research hypotheses using CB-SEM.FindingsEight latent constructs – perceived persuasion, perceived information, image aesthetics, ease_of_experience, eWOM_credibility, eWOM_usefulness and eWOM_adoption – have been identified, which determine the influence of eWOM on purchase intent (PI) for both tangible and experiential products. Though the structural model emerged relatively similar, the constructs had differential impacts on PI for commodities and services. The perceived information quality and source trustworthiness had a greater impact on eWOM credibility in the case of services than in the case of commodities, while image aesthetics played a more crucial role in determining the eWOM credibility for commodities than services. In both cases, credible eWOM was found useful, but a persuasive eWOM influenced its perceived usefulness more in the case of commodities. The likelihood of adopting a useful eWOM and converting it to positive PI is present in the case of both services and commodities, but the impact is much higher in the case of services.Research limitations/implicationsThe study has examined the interplay of three theoretical consumer behaviour models: elaboration likelihood model (ELM), stimulus-organism-response model (SOR), and information adoption model (IAM). Thus, it adds to the existing literature on the characteristics of eWOM that influence the PI of online buyers.Practical implicationsThis study’s findings demonstrate how eWOM influences consumers' perceptions of the utility of goods and services, impacting their intention to purchase. It also provides valuable insights into marketing and consumer behaviour in the Indian market. Thus, this study assists marketers in adjusting their digital marketing strategies to ensure the effective use of eWOM characteristics to positively influence the PI of the target audience in the Indian market.Originality/valueThis research study examines the relationship between eWOM characteristics and PI for both goods and services sectors. Most existing literature is skewed towards specific service sectors, such as hospitality and health care. A generalised comparative study is what makes this research work unique.

The Influence of Attitude, Subjective Norms, and Behavioral Control on the Purchase Intentions of Maybelline Cosmetics in Bandar Lampung

This study examines the influence of attitude, subjective norm, and perceived behavioral control on the purchase intention of Maybelline cosmetic products in Bandar Lampung. Using a descriptive quantitative approach, data was collected through surveys and interviews with Maybelline users in Bandar Lampung. The findings indicate that all three factors—attitude, subjective norm, and perceived behavioral control—positively and significantly affect consumers' purchase intentions. Consumers’ attitudes towards Maybelline are shaped by product quality, innovation, and its ability to meet beauty needs. Subjective norms, influenced by social factors such as recommendations from friends and influencers, also drive purchase decisions. Furthermore, behavioral control, based on consumers’ perception of their ability to afford and use Maybelline products, plays a critical role in their purchasing decisions. The study suggests that Maybelline can enhance its market position by focusing on sustainability, promoting transparent reviews, and offering affordable product bundles. Collaborations with influencers and popular figures can also strengthen emotional connections with consumers and further encourage purchase intentions. The research provides valuable insights into how attitude, social influence, and perceived control impact consumer behavior, offering practical implications for marketers in the cosmetics industry.

Imbalanced Value Perception Enhances Secondhand Luxury Purchase: Evidence From Chinese Consumers

ABSTRACTThe secondhand luxury market has experienced significant growth in the past few years. Unlike the well‐known knowledge on consumers' luxury consumption, the motivations for purchasing secondhand luxury items remain underexplored. To address this gap, the present study examines how and when Chinese consumers' perceived values affect their purchase intention of secondhand luxury products. We propose that the imbalanced luxury value perception is superior to the balanced one in boosting customer purchase. This hypothesis received convergent support from two studies adopting different methodologies. Specifically, Study 1 was a lab experiment that verified that the imbalance value perception, that is, either a salient financial or symbolic value of a secondhand luxury product, can increase consumers' purchase intention. However, when the two values are highlighted, purchase intention decreases instead. Furthermore, Study 2 adopted a questionnaire survey to test the moderating effects of product risks. Specifically, when the level of product quality (fit) risk is high, a financial‐focused (symbolic‐focused) imbalanced value perception is most effective in improving consumers' purchase intention. This study contributes to the literature on luxury value and risk perception and benefits the marketing practice of secondhand luxury.

Influences on Consumer Behaviour Regarding the Purchase Intention of Poultry Products

Objective: The objective of this study is to identify factors influencing effective purchasing behaviours in the context of poultry products. Theoretical Framework: The investigation into agricultural product purchases remains a relatively under-researched area within academic literature, particularly concerning detailed analyses of consumer behaviour. This study responds to the theoretical need raised by Pang et al. (2021) to apply their research methodology to different contexts. Method: The methodology adopted for this research was an online survey with a sample of 358 individuals in Colombia. The data analysis was carried out using Structural Equations Modelling with structures in variance. Results and Discussion: The results obtained revealed that aspects such as Trust, Corporate ability, Brand positioning, Consumer cognition and Health consciousness are crucial for consumers of these products. Research Implications: The practical and theoretical implications of this research are discussed indicate that aspects such as Trust, Corporate ability, Brand positioning, Consumer cognition and Health consciousness are crucial for consumers of these products. These factors are considered critical for consumers engaged in purchasing these types of products and provide substantive insights for the broader market of primary consumer goods. Originality/Value: The findings contribute to the scarce literature on consumer behaviour in agricultural product purchasing, offering a nuanced understanding of the determinants that drive consumer choices in this sector.

Mediating Role of Trust and Privacy Concerns Between Web Assurance Mechanism and Purchase Intention of Online Products

Mediating Role of Trust and Privacy Concerns Between Web Assurance Mechanism and Purchase Intention of Online Products

How to Promote Women’s Shift Towards Reusable Feminine Hygiene Products: The Application of Push-Pull-Mooring Effect Model

The growing environmental concern has promoted the global shift towards sustainable consumption, leading to the focus on reusable products. While extant literature has delved into the purchase intention of feminine hygiene products, it has often disregard the intentions behind women switching to reusable alternatives. To address this gap, the present research explores the drivers addressing women's intention to switch from disposable products to reusable options like menstrual cups and cloth pads. By utilizing non-probability purposive sampling, the study applies the Push, Pull, and Mooring (PPM) model to a sample of 386 women aged 18 to menopause. Theoretical insights from this research inform women's predisposition towards adopting reusable feminine hygiene products. Empirical findings identify pricing benefits as a significant pull factor along with women's positive attitude to switch. It also indicates that push factors have a lower impact on switching intention than pull and mooring factors. The findings underscore the potential for marketers to plan for a green transition by improving the design of sales strategy. This also provides a reference for the execution of government policies to promote the adoption of reusable feminine hygiene products to lower environmental wastage.

Consumers' green product purchase intention considering para-social interaction: An experimental study based on live-streaming e-commerce

Although live-streaming e-commerce plays an important role in promoting green consumption, there are still some obstacles to turning awareness into action. Consumers often weigh personal benefits against social benefits when making green purchasing decisions. Should streamers emphasize personal or social benefits when recommending green products? Which method of expression has better marketing effects? To address these questions, this study explores the impact of the interaction between green product message framing and benefit appeals on consumers' purchase intention and its internal mechanisms through two experiments and explores the moderating role of streamer traits based on para-social interaction theory. The results show that: (1) The interaction effects of green product message framing and benefit appeals impact consumers' green purchase intentions. (2) Green product utility perception and environmental self-responsibility mediate green product purchase intention. (3) Para-social interaction moderates the effects of green product message framing and benefit appeals on purchase intention. This research provides valuable insights for live-streaming e-commerce and related enterprises to optimize green marketing strategies and promote green consumption.

Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam

This study investigates the impact of ethical marketing practices and health consciousness on consumer attitudes and purchase intention for cosmetic products in Vietnam. A self-administered survey was conducted in August 2023 to collect data for our study. We received 250 valid responses after four months. SPSS software version 20 was employed for data analysis. Results showed that among three factors that affect consumer attitude, health consciousness played the most critical role, followed by product fairness and price fairness. Moreover, the attitude was confirmed in our study to affect the purchase intention of Vietnamese cosmetics consumers significantly. Our findings implied that cosmetic companies should tailor ethical marketing strategies to meet the preferences of Vietnamese consumers and boost their purchase intention.

인지욕구에 따른 희소성 메시지가 여행상품 구매의도에 미치는 영향 : 시간한정 및 인원한정 가격할인을 중심으로

This study aimed to examine how scarcity messages influence travel product purchase intentions and how the impacts were moderated by consumers' high or low need for cognition. The two types of scarcity messages were presented, one with time-limited price discounts and the other with limited-person price discounts. The results of the experiment were as follows. First, the low need for cognition group showed higher purchase intentions when the time-limited scarcity message featured a longer time limit, whereas the high need for cognition group showed higher purchase intentions when the time-limited scarcity message suggested a shorter time limit. Second, the group with a low need for cognition showed higher purchase intentions when limited-person scarcity messages featured a small number of eligible people, whereas the group with a high need for cognition showed higher purchase intentions when limited-person messages suggested a large number of eligible people. Third, the purchase intentions of the low need for cognition group were higher when limited-person scarcity messages were present than limited-time scarcity messages, whereas the high need for cognition group was more reactive to limited-time scarcity messages than limited-person scarcity messages. Furthermore, the interaction effect between the need for cognition and scarcity messages was significant. These experimental results may provide strategic implications for sales promotion activities, specifically in regard to the types of scarcity messages that travel and tourism service companies should utilize to strengthen purchase intentions.

Blockchain for sustainable consumption: an affordance and consumer value-based view

PurposeThere is little empirical evidence on how blockchain affordances may encourage consumers to make sustainable choices. Thus, this paper examines how blockchain affordances affect consumers’ sustainable consumption.Design/methodology/approachWe focus on three blockchain affordances: transparency, traceability, and immutability in this paper. By integrating the affordance lens and theory of consumption values (TCV), we develop a research model wherein we posit that blockchain affordances influence several consumption values, which then affect consumers’ intention to purchase sustainable products. In the study, we designed a scenario and user interface for a novel blockchain-based app for sustainable consumption in the context of the fashion industry and surveyed 295 European consumers to examine the study’s research model. We then analyzed the collected data using the partial least squares technique.FindingsThe results show that blockchain affordances positively affect consumption values, including efficiency, social impression, trust, and sustainability information clarity. In turn, these values influence the consumers’ purchase intention of sustainable products. Additionally, our post hoc analysis shows that these consumption values fully mediate the effect of blockchain affordances on consumers’ purchase intention, where trust and sustainability information clarity is found to have a higher impact.Originality/valueEmpirical research studies focusing on understanding blockchain’s effect on sustainable consumption values have been limited in prior literature. This study, drawing on the affordance lens, proposes distinct blockchain affordances and empirically validates their impact on consumers’ sustainable purchase intention. By integrating TCV, it highlights the mediating mechanism that drives blockchain’s impact on consumers’ purchase intention. We empirically identify the values that mediate the effects of blockchain affordances on consumers’ purchase intention; further, we discuss implications for research and practice based on the study findings.

The Influence of EXO Brand Ambassadors and Customer Engagement on Purchase Intention of Scarlett Whitening Body Lotion Tube Products on Social Media

This study aims to determine the effect of EXO brand ambassador and customer engagement on purchase intention of Scarlett Whitening Body Lotion Tube products on social media both partially and simultaneously and to determine the dominant variable on purchase intention of Scarlett Whitening Body Lotion Tube products on social media. This type of research is quantitative research with causal methods. The target population of this study are all prospective consumers and users of Scarlett Whitening Body Lotion Tube products on twitter and instagram. The research sample used was 100 respondents who were distributed through questionnaires. The sampling technique in this study was probability sampling with simple random sampling. Based on the results of the study, it shows that brand ambassadors do not have a positive and significant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products, while customer engagement has a positive and significant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products, brand ambassadors and customer engagement simultaneously have a positive and significant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products, and customer engagement is a variable that has a dominant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products on social media.

Miracle in the evening: Explaining the boundary condition of consumer's self-control on purchase intention of near-expired products

Due to consumers' misunderstanding of product expiration dates, huge amounts of food waste and retail losses have been recognized as a worldwide problem. This research explores a solution to mitigate such waste and losses in the consumer purchase decision-making process of near-expiry products. Drawing from the literature on expiration date-based pricing (EDBP) and self-control, we propose that consumers' purchase intention for near-expiry products vary depending on the time of day (morning vs. evening). The results from mixed methodologies, including an analysis of actual sales data from an online retailer (Study 1) and randomized controlled experimental studies (Studies 2 and 3), reveal that consumers are less sensitive to near-expiry products when purchasing EDBP products in the evening compared to the morning. Furthermore, we examine how self-control mediates the interaction effects of the nearness of the expiration date and the time of day on the purchase intention of near-expiry EDBP products. A novel perspective on understanding consumers’ dynamic evaluations of sales promotions over time and managerial implications for promotional strategies to promote products approaching their expiration date are discussed.

The influence of Tiktok eWOM on consumer purchase intentions for local skincare products

This study investigates how TikTok electronic Word-of-Mouth (eWOM) impacts consumer purchase intentions in Indonesia, focusing specifically on key information characteristics within the local skincare product market. It examines factors such as information quality, information credibility, information task-fit, needs of information, attitude towards information, information usefulness, and information adoption towards purchase intention. Data were gathered from 385 participants via a questionnaire and analyzed using structural equation modeling (SEM) with the partial least squares (PLS) method. The results reveal that information quality, information task-fit, needs of information, attitude towards information, information usefulness, and information adoption significantly influence consumer purchase intentions. These findings underscore the influential role of TikTok in enhancing consumer engagement and shaping purchasing behaviors, particularly in the context of skincare products. For marketers in the skincare industry, these insights are crucial as they highlight the effectiveness of leveraging TikTok and similar platforms for marketing strategies. By understanding these dynamics, marketers can effectively harness social media to engage with consumers, build brand loyalty, and drive purchase decisions in a competitive market landscape.

The influence of social media usage and electronic word-of-mouth (eWOM) on purchase intention for local fashion products on Tiktok social media

This study investigates the influence of social media usage and electronic word-of-mouth (eWOM) on consumer purchase intentions for local fashion products on TikTok. Conducted among 385 TikTok users familiar with Indonesian fashion brands, the research employs Structural Equation Modeling (SEM) to analyze data. The results reveal significant positive relationships between social media engagement, eWOM, information quality, usefulness, information adoption, and purchase intention. Findings highlight the pivotal role of TikTok in enhancing brand equity through interactive content and direct consumer interaction. The study contributes insights into consumer behavior in the digital age, offering practical implications for businesses aiming to optimize marketing strategies on social media platforms.

Understanding the role of social media influencers’ personal and content characteristics in affecting consumers’ intentions to purchase

ABSTRACT This study attempts to determine factors influencing consumers’ purchase intentions for products endorsed by social media influencers (SMIs) using the theory of planned behaviour as the base theory. Specifically, it aims to examine how SMIs’ personal and content characteristics impact consumers’ attitudes towards purchasing these endorsed products. A total of 217 data were collected from social media users by means of a survey method. Partial least square structural equation modelling is employed to verify the proposed hypotheses. The study shows that attitudes, subjective norms, and perceived behavioural control have a significant positive influence on purchase intentions. Furthermore, trustworthiness, creativity, and design quality have a significant influence on attitudes. However, attractiveness, expertise, and information quality have no significant influence on attitudes. This is one of the very few studies to examine consumers’ purchase intentions from two different perspectives based on SMIs’ personal and content characteristics integrating the theory of planned behaviour.

Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions

China’s live streaming boom has led to mukbang live streaming as a unique food marketing tool. Hosts interact with viewers by tasting and showcasing diverse cuisines in real time. This form of mukbang live streaming has recently been utilized to promote and sell green agri-food products. However, in-depth research into how mukbang live streaming affects the purchase intention for green agri-food products and the underlying mechanisms remains scant. We developed a theoretical model based on stimuli–organism–response theory to explore the impact mechanism. Data was collected via a survey of 455 users from agriculture-related live streaming platforms and analyzed using structural equation modeling with partial least squares. The study found that professional recommendation, audiovisual experience, and social interaction enhance consumers’ perceived utilitarian value; green advocacy, audiovisual experience, and social interaction positively affect consumers’ perceived social value. Both perceived utilitarian value and perceived social value positively affect the intention to purchase green agri-food products. Additionally, we used importance-performance map analysis to compare the model’s effects with latent variable averages, revealing each factor’s importance and performance. The findings offer new insights and recommendations for agri-food marketing strategies, particularly in enhancing consumer behaviors towards green agri-food products, aiding suppliers and mukbang live streaming platforms in more effectively promoting these products.

Purchase Intention and Attitude Toward Community Products in Sing Buri Province: The Role of Perceived Authenticity from Local Wisdom for Sustainable Economic Growth And Reduced Inequalities

Objective: This comprehensive research aims to study the factors contributing to constructing a structural equation model for marketing, providing a reliable foundation for promoting consumers’ purchase intention towards community products in Sa Chaeng Subdistrict, Bang Rachan District, Sing Buri Province: The Role of Perceived Authenticity from Local Wisdom for Sustainable Economic Growth and Reduced Inequalities. Method: The study synthesizes relevant factors from a literature review, identifying key components in the structural equation model, including perceived authenticity of the product, attitudes towards the product, and the level of purchase intention. The study employs the structural equation modeling process for analysis and hypothesis testing. The study population comprises potential consumers interested in local community products and general consumers. Data was collected using a questionnaire, with a total sample size of 400 participants. Results: The study results indicate that the structural equation model aligns with empirical data (CMIN/df = 3.448, GFI = 0.955, NFI = 0.961, RFI = 0.915, IFI = 0.972, TLI = 0.958, CFI = 0.972, RMSEA = 0.078). Conclusions: Hypothesis testing reveals that the variables of perceived authenticity of community products and attitudes toward community products have a direct positive influence on the purchase intention of community products in Sa Chaeng Subdistrict, Bang Rachan District, Sing Buri Province, at a statistically significant level of 0.01.

The Influence of Advertising Strategies on Purchase Intention of Beauty Products on RED

With the popularity of social media platforms in China, research on social media advertising is increasing. Prior research has shown that the value perception given to consumers by social media advertising affects the purchase intention of consumers. However, its internal logic and behavioral mechanism have not been well investigated. In view of this, this research is designed to examine the direct effects of interactivity and aesthetic appeal of beauty product advertisements on perceived advertising value on RED and to explore the influence of perceived advertising value on consumers’ purchase intentions. Based on questionnaire analysis, bivariate regression analysis, and univariate regression analysis, we found the significant influence of interactivity and aesthetic appeal on advertising value as well as the influence of advertising value on consumers’ purchase intention. The chain behavior generation mechanism of consumers’ purchase decisions was also elaborated. This paper provides enlightenment for theoretical research, especially in enriching the SOR model. Also, the result has practical implications for enterprise practice, pointing out important directions for enterprises to design their advertisements.

Effect of Consciousness in Sustainable Consumption Habits on Purchase Intention of Green Products : Comparison Study Between India and USA

Effect of Consciousness in Sustainable Consumption Habits on Purchase Intention of Green Products : Comparison Study Between India and USA

The Role of Perceived Authenticity in Increasing Green Purchase Intention: Systematic Literature Review

This study explored the relationship between perceived authenticity and consumer purchase intention in green products, especially in the context of increasing awareness of sustainability among consumers. Using the Systematic Literature Review (SLR) method, this research explores the dynamics of the relationship between perceived authenticity and consumer intention for green products. Analysis of key findings reveals that perceived authenticity is not just a concept but is a key element that forms the basis of consumer trust in brands and products. The results of this study highlight the important role of perceived authenticity as the main instrument in forming positive relationships between brands, consumers and green products. The implications are particularly relevant in a marketing context, where strategies that establish and maintain product authenticity are crucial. This study provides in-depth insight into how perceived authenticity not only influences consumers' perceptions of the sustainability of green products but also directly impacts purchase intention. This study also emphasizes the importance of marketing strategies that build and maintain perceived authenticity. This strategy not only helps brands win consumer trust but also becomes a catalyst in driving change towards more sustainable and responsible consumption. Thus, this study significantly contributes to business practitioners and academics in understanding the dynamics of the green product market amidst the shift in consumer values towards sustainability.