Product Purchase Intention Research Articles

Rahasia di balik pembelian: Bagaimana E-WOM dan brand image mempengaruhi keputusan pembelian Skincare di Shopee

This study aimed to determine the effect of electronic word of mouth (E-WOM) and brand image on the purchase intention for Avoskin skincare products on the Shopee marketplace. The participants in this study were active female students at the Faculty of Economics and Business, Makassar State University, for the Class of 2020. The sample comprises 100 respondents. A questionnaire was used for data collection. The data analysis technique used was multiple linear regression analysis using the Statistical Product and Service Solution (SPSS). The results of this study indicate that electronic word of mouth and brand image both partially and simultaneously have a positive and significant effect on purchase intention. The novelty of this study was the focus on the effect of electronic WOM and brand image on the purchase intention of Avoskin skincare products on Shope using a sample of female students at Makassar State University. The theoretical implications enrich the literature on the factors that influence purchase intention on e-commerce. Practical implications help Avoskin develop effective marketing strategies for Shopee by managing positive reviews and building a strong brand image. Keywords: Electronic word of mouth, brand image, purchase intention

Green Marketing and Purchase Intention for Fore Coffee Products

Green marketing for coffee products is explored for its role on purchase intention. As concern on environmental matters is raising, green marketing becomes an important part to drive customers purchase intention, more over it is in the trending business in Indonesia like coffee product. This is an explanatory research with quantitative approach that used dichotomous data and logistic regression to measure and analyze Guttman’s scale. The data used in this study are primary data obtained through questionnaires distributed directly to coffee drink consumers in Malang Raya, involving 216 respondents. The results show that green marketing simultaneously affects the purchase intention of Fore coffee drinks by 24.5%. All three variables are significant in encouraging purchase intention including green product, green promotion, and green place. Yet, green price as assumed to be more expensive is required to remain affordable. The implications of these findings are expected to deliver theoretical contribution on green marketing as price remains sensitive for customers; in addition, it also provides practical contribution on how a green company should address this issue.

Exploring the Mediating Effect of Social Media Perception on Green Beauty Products Purchase Intention: The Evidence from Indonesia

Exploring the Mediating Effect of Social Media Perception on Green Beauty Products Purchase Intention: The Evidence from Indonesia

The Influence of TikTok EWOM on Purchase Intentions for The Originote Skincare Products

The aim of this research is to examine the impact of electronic word-of-mouth (eWOM) on TikTok regarding consumer purchase intentions for The Originote skincare products. The research targeted TikTok users interested in The Originote skincare products, with the total population being unknown. Utilizing the Cochran formula, the study sampled 273 respondents through purposive sampling to complete the questionnaire. The raw data were processed and analyzed utilizing SPSS version 23. The results reveal that The purchase intention for The Originote skincare products is significantly influenced by the quality of eWOM on TikTok. Similarly, the credibility of electronic word-of-mouth influences purchase intention, and The volume of electronic word-of-mouth on TikTok also exerts a significant influence on consumers' purchase intentions, Furthermore, the quality, credibility, and quantity of electronic word of mouth on the TikTok application collectively exerts a simultaneous influence on the purchase intention for The Originote skincare products. Given the rapid expansion of Indonesia's skincare industry and the growing importance of social media platforms such as TikTok, understanding how eWOM quality, credibility and quantity influence purchase intentions for The Originote skincare products, is critical.

Effect of product recommendation type and focal goal importance on consumer purchase intention

Purpose: The product recommendation type is attracting attention from both the retail and academic communities. However, there is no consensus on the effectiveness of set recommendation versus separate recommendation. This research investigates the interaction effect of product recommendation type and consumer’s focal goal importance on initial product purchase intention and cross-buying intention.Design/methodology/approach: Four studies were used to examine the hypotheses, including three experimental studies with general participants and a field study with student participants.Findings/results: An empirical analysis confirms an interaction relationship between product recommendation style and focal goal importance on enhancing purchase. When focal goal importance is high, set recommendation has a more positive effect on purchase intention. When focal goal importance is low, the separate recommendation has a more positive effect on purchase intention.Practical implications: Research findings provide guidance for sellers on which product recommendation type to use with different customers. Sellers should be flexible in determining different product recommendation types through different consumers’ focal goals.Originality/value: Findings reveal the congruency effect between product recommendation type and consumer’s focal goal importance, which indicates an interaction effect on initial product purchase intention and cross-buying intention. In addition, this research expands the application of regulatory focus theory and analyses the underlying mechanism by exploring the role of perceived incompleteness and cognitive load.

Effect of Chinese consumer characteristics on the attitude of AI-curated fashion service and the purchase intention of fashion products

Effect of Chinese consumer characteristics on the attitude of AI-curated fashion service and the purchase intention of fashion products

What drives responsible consumption in collectivistic developing countries? An analysis of Vietnamese consumers' motivations with value–belief–norm theory

AbstractThis study explores the motivations driving responsible consumption in Vietnam, a collectivistic and populous Asian developing country. Specifically, on the basis of value‐belief‐norm (VBN) theory, it focuses on the direct effects of personal values (biospheric, altruistic, and egoistic values) on green product purchase intent. The empirical collectivistic cultural context of Vietnam was utilized, with data collected from 806 consumers across 35 cities. The study reveals that biospheric values predominantly drive purchase intent for green products; however, the magnitude of egoistic values, particularly health concerns, varies significantly across product categories. Regarding altruistic values, they do not appear to be salient among Vietnamese consumers. Additionally, the environmental motive can act as a mediator between health motive and purchase intent. This indirect effect is particularly strong in the case of organic food. Based on these findings, the authors derive managerial and academic implications.

The impact of digital advertising on purchase intention for green products in the Kingdom of Saudi Arabia: a field study

The study addresses the critical need for effective and transparent digital marketing strategies to build trust among Saudi consumers and encourage the purchase of green products. This involves understanding how digital advertisements influence consumer behavior, particularly in promoting sustainable purchasing habits. The study aimed to assess the impact of digital ads on the intention to buy green products in Saudi Arabia, focusing on the level of trust and credibility these ads generate, the factors influencing this trust, and offering recommendations to enhance digital marketing strategies for greater effectiveness and transparency. A descriptive analytical approach was employed, utilizing a questionnaire administered to adult consumers in Riyadh and Medina. The results indicated that the impact of digital advertisements on purchase intentions had an average score of 3.6 out of 5, with a relative weight of 72%. Trust in these advertisements had a slightly lower average score of 3.4, with a relative weight of 68%. Factors affecting trust and credibility were rated higher, with an average score of 3.8 and a relative weight of 76%. The study concluded with several recommendations, including aligning green product marketing with Saudi Arabia's Vision 2030 initiatives and leveraging social media's significant role in the lives of Kay words: Digital Advertising - Green Products - Consumer

Analyzing the Influence of Viral Marketing on Increasing Purchase Intention of High-End Cosmetic Products

Analyzing the Influence of Viral Marketing on Increasing Purchase Intention of High-End Cosmetic Products

Determinants of Green Product Buying Intention: A Developing Country Case Study

People are now concerned more about environmental issues and desire to buy eco-friendly products. As awareness of green products has expanded, a growing focus has been on green product consumption. Therefore, this study aims to determine the factors influencing consumer buying intention towards green products in Bangladesh. In this regard, we developed a research model with the concepts of environmental awareness, green product awareness, green product price, green promotion, and health concerns. We collected empirical data through an online survey of 313 respondents interested in green product consumption. The suggested relationships in the proposed model were examined using the structural equation model. The data was analyzed using SPSS 25.00 and Smart PLS 3.0. The results of this study show that environmental awareness, green product awareness, and health concerns significantly influence the attitude towards green products, which, in turn, influences green product buying intention. The findings also indicate that health concern is the most significant factor in predicting users' attitudes towards green products. The findings suggest that this comprehensive model can improve green product purchase intention, boost sales, and influence this area favourably.

Diversity in gender and age, but not in race, enhances food purchase intentions in Japan

Team diversity must be promoted in many societies. While prior studies have emphasized the consequential impact of diverse teams on businesses, particularly in Western countries known for their racial and gender diversity, there is a notable gap in research exploring the role of team diversity on consumer evaluations among non-WEIRD (Western, Educated, Industrialized, Rich, and Democratic) consumers. Drawing upon signaling theory, our research aimed to investigate the influence of team diversity on consumer evaluations of both typical and novel food products within the non-WEIRD context of Japanese consumers. Japan, with its relatively low diversity in terms of gender and cultural ethnicity compared with North American and European countries, offers a unique background for exploring diversity issues. Through three online studies, we examined the impact of team ethnic diversity (Studies 1 and 2) and team age/gender diversity (Study 3) on purchase intentions toward typical and novel products. Our findings reveal that in Japan, information about gender and age diversity positively influences the purchase intention of food products, regardless of the novelty of the product. Notably, no such effect was observed for racial diversity. These results suggest that the positive influence of gender and age, but not racial diversity, can be generalized to non-WEIRD Japanese samples, contributing valuable insights into understanding team diversity dynamics in consumers’ evaluations of purchase intentions.

Increasing customer equity through customer relationships on social media

This paper aims to propose and test a model of the influence of customer relationships on increasing customer equity, which has implications for consumer purchase intentions of retail products influenced by social media. We sent an online questionnaire to 476 respondents. Data analysis used the AMOS 24 structural equation modeling approach with the stages of measurement models and structural models of hypothesis testing. The study's results explain that the three factors forming a customer relationship can affect an increase in customer equity. Of the three dimensions, only brand equity can increase consumer purchase intentions. Meanwhile, value equity and relationship equity have negative results on purchase intention. Online sales through social media not only focus on the products offered but also require building brand equity, which determines consumer purchase intentions.

Navigating Purchase Intentions: The Influence of Reviewers' Comments Moderated by Risk and Trust.

Despite previous research on the impact of social media reviews on purchase intention, it is still unclear how individual reviewers' comments impact purchase intentions. To fill in the gap, this study examines the impact of product-related comments on purchase intentions. In terms of contributions, this study evaluates people's dependence on social media for product information and purchase intention while considering risk and trust as moderating factors. The data were collected quantitatively using surveys. The sample consisted of 384 academically advanced adults with high social media engagement. The study hypotheses were tested using the PROCESS macro after exploratory and confirmatory factor analysis, and correlation analysis were conducted. Among those surveyed, it was confirmed that most people sought product-related comments on social media when seeking information about a product they might be interested in purchasing. It was also observed that the risk factor reduced the impact of other variables in the model presented in this study. In conclusion, this investigation is more reliable, and its outcomes benefit scholars, supervisors, merchants, and webmasters, for instance, in establishing a study for future research efforts and providing practical guidance that could boost promotional efforts and marketing activities, especially in this era of artificial intelligence.

Does the Eco-Score lead to a halo effect? Influence of a sustainability label on product perceptions and purchase intention

The Eco-Score is an approach to make the environmental impact of a food product visible using color-coded labeling. Previous research has shown the potential of organic and ethical labels to influence consumers’ perceptions of other product features – what is called the halo effect. Using an online questionnaire with a between-subject design and a representative sample for Germany (N = 1010), we examined whether the Eco-Score might also induce halo effects. Therefore, we evaluated how consumers assess the perceived environmental friendliness, expected tastiness, and perceived healthiness of packaged foods with or without an Eco-Score. We consider three different products (spaghetti, yoghurt, and crisps) in three treatment groups (Eco-Scores A, C, and E) and one control group (no label). For our statistical analyses, we employed repeated-measures ANOVAs and regression-based mediation analyses. Our results show that products are perceived as more (Eco-Score A) or less (Eco-Score E) environmentally friendly when labelled with the Eco-Score and this perception mediates the purchase intention positively or negatively, respectively. Furthermore, our results suggest that the Eco-Score can bias consumer perceptions of other food product characteristics. In particular, the Eco-Score E negatively influences expected tastiness and perceived healthiness, which lowers purchase intention. Regression-based moderation analyses show further that participants with high environmental or health concern are in part more susceptible to positive halo effects. However, overall, the moderator effects are small. The paper extends the literature on halo effects related to food labeling and hence provides important insights on perceptions of food products labelled with a color-coded scoring system. Theoretical and practical implications as well as avenues for future research are discussed.

Unlocking the power of feedback: Exploring customers' continued purchase intention of cause-related products in the hotel industry

This study addresses a gap in cause-related marketing (CRM) research in the hotel industry by highlighting the importance of feedback information in sustaining customer participation. Based on the information processing theory, this study investigates when and how hotels utilize feedback information as a strategic incentive to enhance customers' continued purchase intentions in CRM campaigns. Through a real-life experiment and two scenario-based experiments, the findings reveal the following: (1) Outcome value feedback (vs. action value feedback) more effectively enhances customers' continued purchase intention through self-efficacy; (2) Outcome value feedback enhances self-efficacy more when customers are engaged in an exchange relationship or when the CRM goal is ongoing; (3) No significant difference in self-efficacy is found between the two types of feedback when customers are in a communal relationship or when the CRM goal is completed. These findings can assist hotel managers in improving CRM strategies by effectively delivering feedback to customers.

How a food scanner app influences healthy food choice

The use of mobile applications to assist with food decision making has increased significantly. Although food scanner applications provide nutritional information to consumers in the marketplace, little is known about their effects on users’ intentions and behavior. This research investigates whether a mobile food scanner app can influence consumers toward healthier food choices. Four studies tested whether information displayed through a food scanner app (as opposed to no information or front-of-packaging label information) influenced purchase intentions for food products (Studies 1–3) or led consumers to make healthier food choices (Study 4). Application-provided information enhanced hypothetical choice and purchase intentions of healthy products in comparison no information, but it did not influence real behavior when participants made choices in an experimental supermarket. Information provided through a food scanner app was systematically outperformed by front-of-packaging label information.

Factors Influencing Purchase Intention of Bamboo, Rattan and Schizostachyum Aciculare Products Among Consumers: The Moderating Role of Self-Efficacy

Factors Influencing Purchase Intention of Bamboo, Rattan and Schizostachyum Aciculare Products Among Consumers: The Moderating Role of Self-Efficacy

The Impact of Ewom, Brand Attitude, and Brand Image on Sugar Product Purchase Intentions

This research aims to analyze whether there is an influence between Ewom, brand attitude, and brand image on purchase intentions. The researchers collected data by observing, conducting literature studies, and distributing questionnaires to the respondents. From the results of the research that has been carried out, it was found that electronic word of mouth (eWoM) was proven to have a significant influence on the intention to purchase the product. This indicates that the influence of reviews and recommendations via electronic platforms has a positive impact on consumer purchasing interest. Second, brand attitude also has a significant influence on purchase intentions, indicating that consumers' attitudes towards the brand play a crucial role in forming the desire to purchase the product. However, the findings show that brand image does not have a significant influence on purchase intention, indicating that brand image does not directly influence consumer purchase intention. Finally, the research results show that the combination of eWoM, brand attitude, and brand image attitude together have a significant influence on purchase intention for sugar products. These findings provide an important contribution to understanding the factors that influence consumer decisions to purchase certain products in the context of the sugar industry.

The Anteceding Role of Past Experience, Electronic Word-of-Mouth, and Emotional Intelligence on the Determinants of Purchase Intention of Green Skincare Products

The researchers analyzed the factors influencing Filipino millennials' intention to purchase green skincare products based on data from 454 respondents (n=454) residing or working in the National Capital Region. The Theory of Planned Behavior mainly guides the analysis to elucidate positive and significant correlation among Past Experience, Electronic Word-of-Mouth, and Emotional Intelligence on the determinants of intention to purchase green skincare products: Attitude, Subjective Norm, and Self-Efficacy. The results show that Past Experience and Emotional Intelligence have a moderate impact, whereas Electronic Word-of-Mouth has a lesser effect on the key determinants of purchase intention. The current study proposes increased information sharing through marketing campaign strategies such as brand partnerships, the creation of social care groups, fear appeal marketing (FAM), social listening, customer surveys, sales promotions, and verbal persuasion. Future research on the subject may consider various demographics, such as Generation X and Z, and the male market. Finally, to extend the study on green skincare products considering the relationship between antecedent variables.

Pengaruh Brand Ambassador NCT Dream, E-WOM, dan Brand Image terhadap Purchase Intention pada Produk Mie Instan Lemonilo

This research aims to determine the influence of the NCT Dream Ambassador brand, e-WOM, Brand image on Purchase Interest. This research uses four variables, namely brand ambassador, e-WOM, and brand image as independent variables, and purchase intention as the dependent variable. The population in this research are K-pop fans who live in the Special Region of Yogyakarta who are familiar with Lemonilo instant noodle products, with a sample of 100 respondents. The sampling method uses purposive sampling with data collection using a questionnaire. The research results show that the Ambassador brand, e-WOM, and Brand Image together (simultaneously) have a significant effect on intention to buy Lemonilo instant noodle products, the Ambassador brand does not have a significant effect on the intention to buy Lemonilo instant noodle products, e-WOM has a significant effect on Lemonilo instant noodle products, and brand image have a significant effect on purchase intentions for Lemonilo instant noodle products.