Purchase Behavior Research Articles

소비자의 제품안전 불신과 안전정보 불신 영향 요인 구조분석

In this study, in a situation where consumer distrust in product safety and product safety information is growing, first, factors affecting consumer competency and consumer distrust in product safety and safety information were investigated using regression analysis. Second, three purchasing behavior characteristics of consumers related to new technology products (following others, leading purchasing, unplanned purchasing) are used as independent variables, two consumer capabilities (purchasing competency, information competency) are used as parameters, and product safety A structural model was set up with consumer distrust of product safety information and consumer distrust as dependent variables, and the relationship between these variables was investigated through covariate structural analysis. The main results of this study can be summarized in five points. First, when simply comparing the average score out of 5, the level of consumer distrust in product safety information was found to be higher than the level of consumer distrust in product safety. Second, looking at the results of the regression analysis in detail, it was found that the purchasing ability of consumers was higher the younger they were, the more employed, college graduates, high-income earners, and the more active their safety-seeking behavior was. Consumers' safety information competency was found to be higher the older they were and the more active their safety-seeking behavior was. Third, as a result of regression analysis, consumer distrust in product safety was found to be high among women, married people, and college graduates. Meanwhile, consumer distrust in product safety information was found to be higher among women, married people, employed people, college graduates, and those with more active safety-seeking behavior. Ultimately, this tells them that efforts are needed to reduce their distrust of product safety and product safety information. Fourth, as a result of covariate structure analysis, it was found that following others and unplanned purchases had a negative effect on consumers' purchasing capabilities, but did not affect information capabilities. Meanwhile, while forward purchasing propensity did not affect consumers' purchasing capabilities, it was found to have a positive effect on safety information capabilities.

A Study of the Mediating Effect and Path of Customer Fit in Repeat Purchase Behavior in the Residential Market Driven by Digital Marketing Technology

Improving the repeat purchase intention of customers of real estate enterprises from marketing strategies is increasingly important for real estate enterprises to achieve the goal of stable and increasing long-term profits. This paper, driven by digital marketing technology, takes customer repeat purchase behavior in residential commodity market as the research object. The variables of brand community value, customer fit and repeat purchase behavior are first defined and selected. Then the relationship model of brand community value, customer fit and repeat purchase behavior was established, questionnaire research was conducted on mature real estate community members, and data analysis and structural equation model fitting were carried out using SPSS and AMOS software in order to test the mediating effect of customer fit in repeat purchase behavior in the residential market as well as the path. The study concluded that the standardized coefficient of customer fit on customers’ repeat purchase intention is 0.36, which has a significant positive effect. Meanwhile, customer fit has a mediating effect between the five dimensions of brand community value and repeat purchase behavior, and all five dimensions have a partial mediating effect in the process of influencing repeat purchase intention.

STUDY ON THE INFLUENCE OF CUSTOMER PERCEIVED VALUE ON REPEATED PURCHASE BEHAVIOR OF KNOWLEDGE PAYMENT IN ONLINE SHOPPING ENVIRONMENT: AN EMPIRICAL ANALYSIS BASED ON ONLINE EDUCATION PLATFORM

Nowadays, with the rapid development of information technology, numerous platforms and groups have entered the field of knowledge payment, thereby initiating a new trend. Despite the recognition of some users, there is still a low purchase or repeat purchase behavior, and many companies face a low fan conversion rate and a scarcity of loyal fans. Therefore, this paper aims to explore the impact of perceived value on consumers' repeated purchase behavior of knowledge so as to propose constructive suggestions for the development of the knowledge payment industry. We introduce customer recognition and brand effect as mediating and moderating variables in this study, and construct an analytical model for knowledge-based repeat purchase behavior on an online education platform. We find that each dimension of perceived value completely mediates the influence on the mediating variable "sense of identity", with the exception of the educational function value, which only partially mediates the influence. Enhancing the brand effect strengthens the relationship between each dimension and consumers' repeated purchase intention, thereby verifying the existence of the moderating effect. However, the social value dimension's influence did not significantly change, making it impossible to verify its moderating effect.

Assessment of Women's Online Shopping Behavior in India: Model Design and Analysis

The exponential increase in internet usage in India has driven the swift growth of e-commerce, with women playing a crucial role in this expanding digital economy. This research presents a thorough literature analysis and framework to examine the factors affecting the online purchasing behaviour of women in India. The study specifically attempts to examine the influence of psychological, social, cultural, economic, privacy and security, and technological aspects on the purchasing decisions of female consumers. This research underscores the difficulties women encounter in online purchasing, especially in apparel and cosmetics, providing a gender-specific perspective frequently overlooked in existing studies. This study's originality stems from its integrative methodology, synthesising findings from established consumer behaviour theories and applying them to the context of women's online buying practices in India, an area that has been insufficiently explored. By addressing these gaps, the study enhances the theoretical comprehension of women’s digital consumer behaviour and establishes a foundation for future practical strategies that businesses, marketers, and policymakers can utilise to improve the online shopping experience for Indian women.

A Study of the Impact of Digital Visual Merchandising on Customer Purchasing Behavior in Tiktok Live Sessions

A Study of the Impact of Digital Visual Merchandising on Customer Purchasing Behavior in Tiktok Live Sessions

Optimization of Purchase Decisions: A Segmentation, Targeting, and Positioning Approach at AMIU Malabo Depot

This study investigates how marketing strategies—specifically segmentation, targeting, and positioning—affect consumer decision-making when purchasing refill drinking water at AMIU Depot Malabo, Parepare. Utilizing a quantitative research approach, the study employs various data collection methods, including direct observation, conversations with respondents, distributing questionnaires, and reviewing documents. Participants were selected incidentally from consumers at AMIU Depot Malabo. The findings indicate that both segmentation and targeting have a significant effect on purchasing decisions, while positioning does not appear to have a substantial impact. However, when considered together, these three strategies significantly influence purchasing behavior. Additional analysis shows that the independent variables account for some variation in consumer purchasing decisions. To enhance understanding, it is recommended that future research explore other factors that might affect the decision-making process for refill drinking water consumers.

The Mediating Effect of Emotion on Consumer Purchase Behavior in E-commerce Live Streaming Based on the S-O-R Model

The Mediating Effect of Emotion on Consumer Purchase Behavior in E-commerce Live Streaming Based on the S-O-R Model

The influence of celebrity endorsement on the purchase behavior of brands and product categories

Purpose Celebrity endorsement has been profusely used to promote the consumption and purchase intention of diverse product categories; however, there is scarce research about whether celebrity endorsement effectiveness differs between brands and product categories. In this context, this study aims to answer this question: “Does consumer purchase behavior influenced by celebrity endorsement differ between brands and products?”. Design/methodology/approach To this end, a conceptual model of the influence of celebrity endorsement on consumer purchase behavior is examined through a multiple group structural equation modeling on two consumer samples (315 = brands; 308 = product categories). Samples were categorized as a celebrity promoting either a product category or a brand, and food products were selected as the product category for the investigation. Findings Findings indicate differences in the effectiveness of celebrity endorsement between brands and product categories: credibility is the most relevant variable influencing consumer purchase intention for product categories, while credibility and congruence both influence consumer purchase intention for brands. Similarly, the celebrity recommendation of brands generates greater purchase intention due to celebrity congruence with the endorsed product. Originality/value To the best of the authors’ knowledge, the present research is one of the first endeavors to compare the effectiveness of celebrity brand endorsement versus celebrity product endorsement on purchase intention.

The Effect of Gambling Outcomes on Casino Return Times with Scalable DDC

Enabled by modern interaction-logging technologies, managers increasingly have access to outcome data from customer interactions. We consider the direct marketing targeting problem in situations where 1) the customer’s outcomes vary randomly and independently from occasion to occasion, 2) the firm has measures of the outcomes experienced by each customer on each occasion, and 3) the firm can customize marketing according to these measures and the customer’s behaviors. A primary contribution of this paper is a framework and methodology to use data on customer outcome data to model a customer’s evolving beliefs related to the firm and how these beliefs combine with marketing to influence purchase behavior. Thereby, this paper allows the manager to assess the marketing response of a customer with any specific outcome and behavior history, which in turn can be used to decide which customers to target for marketing. This research develops a novel, tractable way to estimate and introduce flexible heterogeneity distributions into Bayesian dynamic discrete choice learning models on large datasets. The model is estimated using data from the casino industry, an industry which generates more than $60 billion in U.S. revenues but has surprisingly little academic, econometric research. The counterfactuals suggest that casino profitability can increase substantially when marketing incorporates gamblers’ beliefs and past outcome sequences into the targeting decision.

Environmental messaging, corporate values, online engagement and purchase behavior: a study of green communications among eco-friendly coffee retailers

Environmental messaging, corporate values, online engagement and purchase behavior: a study of green communications among eco-friendly coffee retailers

Association Between Cigarette and Bidi Purchase Behavior (Loose vs Pack) and Health Warning Label Exposure: Findings From the Tobacco Control Policy India Survey and In-Depth Interviews With People Who Smoke.

The sale of loose cigarettes or bidis can undermine the purpose of requiring health warning labels (HWLs) on cigarette packs and bidi bundles by diminishing their visibility and legibility. This mixed-methods study aims to examine the association between purchase behavior (loose vs pack or bundle), HWL exposure, and responses to HWLs among Indian adults who smoke. Data were analyzed from the 2018-2019 India Tobacco Control Policy Survey and from 28 in-depth interviews conducted with Indian adults who smoked in 2022. The Tobacco Control Policy Survey sample included tobacco users who bought cigarettes (n=643) or bidis (n=730), either loose or in packs or bundles at their last purchase. Ordinal regression models were fit separately for cigarettes and bidis, whereby HWL variables (noticing HWLs, reading and looking closely at HWLs, forgoing a cigarette or bidi because of HWLs, thinking about health risks of smoking, and thinking about quitting smoking cigarettes or bidis because of HWLs) were regressed on last purchase (loose vs packs or bundles). In-depth interviews with participants from Delhi and Mumbai who purchased loose cigarettes in the last month were conducted, and thematic analysis was used to analyze the interview data. Survey findings indicated that about 74.3% (478/643) of cigarette users and 11.8% (86/730) of bidi users reported having bought loose sticks at their last purchase. Those who purchased loose cigarettes (vs packs) noticed HWLs less often (estimate -0.830, 95% CI -1.197 to -0.463, P<.001), whereas those who purchased loose bidis (vs bundles) read and looked closely at HWLs (estimate 0.646, 95% CI 0.013-1.279, P=.046), thought about the harms of bidi smoking (estimate 1.200, 95% CI 0.597-1.802, P<.001), and thought about quitting bidi smoking (estimate 0.871, 95% CI 0.282-1.461, P=.004) more often. Interview findings indicated lower exposure to HWLs among those who purchased loose cigarettes, primarily due to vendors distributing loose cigarettes without showing the original cigarette pack, storing them in separate containers, and consumers' preference for foreign-made cigarette brands, which often lack HWLs. While participants were generally aware of the contents of HWLs, many deliberately avoided them when purchasing loose cigarettes. In addition, they believed that loose cigarette purchases reduced the HWLs' potential to deliver consistent reminders about the harmful effects of cigarette smoking due to reduced exposure, an effect more common among those who purchased packs. Participants also noted that vendors, especially small ones, did not display statutory health warnings at their point of sale, further limiting exposure to warning messages. Survey and interview findings indicated that those who purchased loose cigarettes noticed HWLs less often. Loose purchases likely decrease the frequency of exposure to HWLs' reminders about the harmful effects of smoking, potentially reducing the effectiveness of HWLs.

The Impact of Economic Incentives on the Purchase Behavior of Recycled Fashion and Footwear

This study investigates the impact of economic incentives on the purchase behavior of recycled fashion and footwear in Vietnam, addressing a critical gap in sustainable consumption research within emerging markets. Employing a mixed-methods approach, including a large-scale survey (n=1,023) and field experiments across 120 stores, we examine the effectiveness of various incentive types: discounts, loyalty programs, and government subsidies. Our findings reveal that while price discounts drive immediate sales increases (28.3% volume increase), loyalty programs foster superior long-term engagement (23.5% increase in repeat purchases) and higher average order values (31.7% increase). Government subsidies, particularly when combined with educational initiatives, also prove effective (27.3% sales volume increase). The study identifies key moderating factors, including environmental consciousness, age, and urban-rural location, which significantly influence the impact of these incentives. By providing empirical evidence on the nuanced effectiveness of economic incentives in promoting sustainable fashion choices, this research offers valuable insights for retailers, policymakers, and sustainability advocates. The findings contribute to bridging the intention-action gap in sustainable consumption and provide a foundation for developing targeted strategies to promote recycled fashion in emerging markets.

Investigating the influence of social media influencer credibility on beauty product purchase behaviors: a case study from Vietnam

The growing dominance of social media as a marketing platform underscores the importance of understanding how influencer credibility affects consumer behavior. Social media influencers, through effective personal branding and content creation, form strong connections with their followers, significantly impacting their audience’s perceptions, attitudes, and purchasing decisions. This study explores the effects of social media influencers’ source credibility, comprising trustworthiness, expertise, and attractiveness, on consumers’ purchase intentions and behaviors regarding beauty products in Vietnam. A quantitative approach was utilized, with data collected from 269 Vietnamese consumers through a structured questionnaire and analyzed using partial least squares structural equation modeling. The results showed that all three components of source credibility, including trustworthiness, expertise, and attractiveness, significantly and positively influenced consumers’ purchase intentions for beauty products. Among these factors, expertise had the strongest effect on purchase intention (β = 0.289, p &amp;amp;lt; 0.001), followed by trustworthiness (β = 0.216, p = 0.001), and attractiveness had the weakest influence on purchase intention (β = 0.195, p &amp;amp;lt; 0.001). Moreover, purchase intention was found to have a significant positive impact on purchase behavior (β = 0.545, p = 0.004). These findings provide valuable insights for marketing managers and companies seeking to optimize their influencer partnerships by selecting influencers whose credibility aligns with their brand values and leveraging their expertise to build consumer trust, drive engagement, and influence purchase decisions. AcknowledgementThe researchers express sincere gratitude to all the participants who participate in this research study.

Influence of advertising communication on consumer culture in the context of new media

This research was conducted with the intention of investigating and analyzing the factors that influence the views that consumers have of advertising on social media platforms. The goal of this study is to look at the many ways that new media ads affect consumers’ purchasing behavior. An evaluation of the validity and reliability of the measures has been carried out with the assistance of confirmatory factor analysis. In addition, the quantitative research approach makes use of both simple random sampling and statistical sampling. The information was gathered via the use of a questionnaire that was issued to fans of new media. Using a Likert scale with five points, the questionnaire’s questions were evaluated to ensure that they were appropriately worded. The total sample size that is employed is 359. The purchase behavior of consumers of new media has been evaluated based on five variables, including the ability to attract attention, provide amusement, establish legitimacy, emphasize creative character qualities, and evoke emotional appeal. The objective of this study paper is to investigate the impact that advertisements broadcast via new media have on consumers’ decision-making processes regarding the acquisition of goods and services. The research’s findings show that when consumers are weighing their options for purchase, advertisements having the largest impact on their purchasing decisions in new media. With the goal of offering important insights into the new media advertising industry, the author seeks to link these results with pertinent ideas from the theoretical framework.

Green Marketing: The Impact of Green Advertising on Consumer Purchasing Behavior

Green Marketing: The Impact of Green Advertising on Consumer Purchasing Behavior

The Influence Of Consumer Ethnocentrism, Attitudes And Consumer Intentions On Actual Purchasing Behavior On Instant Noodle Products

Consumer ethnocentrism is very important because it affects consumer purchasing decisions. This study aims to reveal how demographic factors such as age, gender, education, and income affect consumers' views on domestically made instant noodles and foreign-made instant noodles which affect attitudes, intentions, and purchasing behavior. This study uses a purposive sampling method involving 200 consumers who consume domestically made instant noodle products and foreign-made instant noodle products in the JABODETABEK area. The results of primary data analysis were carried out using the Structural Equation Modeling (SEM) method. The sample criteria are consumers who consume domestically made instant noodle products and instant noodle products made abroad at least 2 times. The results showed that consumer demographics affect consumer ethnocentrism, consumer ethnocentrism affects consumer attitudes, consumer attitudes affect consumer intentions, consumer ethnocentrism has no effect on consumer intentions, consumer intentions affect actual purchasing behavior. This study contributes that age, income and ethnocentrism significantly influence consumer attitudes and intentions towards local products and it is recommended that the sample be expanded and additional factors that may influence the relationship between ethnocentrism, consumer attitudes and purchase intentions be taken into account. Further research could also examine the long-term impact of ethnocentrism on actual purchase behavior as well as other factors that could potentially influence consumer decisions in greater depth. Keywords: Consumer demographics, Consumer ethnocentrism, Attitudes, Consumer intentions and Actual purchase behavior

Factors Influencing Automotive Lubricant Consumer Purchasing Behavior: A Conceptual Model

The automotive industry's rapid expansion and rising consumer appetite for automobiles have created an unprecedented demand for automotive lubricants. This surge in demand reflects lubricants' essential role in ensuring optimal performance, longevity, and efficiency of automotive engines and mechanical components. In the present day, consumers exhibit increased precision and selectivity in their purchasing behavior, underscoring the necessity for careful deliberation before making a purchase decision. Given the diverse range of products available, it is essential to understand consumer preferences to ensure that the selection is aligned with market demands and expectations. Thus, this paper aims to develop a conceptual model for automotive lubricant purchase behavior based on the Theory of Consumption Values (TCV), which are divided into five parts: functional value, emotional value, social value, and epistemic value. The consumption value theory, applicable across diverse goods and services, emerges as a valuable framework. Its versatility enables a comprehensive understanding of consumer preferences and behaviors across various markets, facilitating informed decision-making for businesses and policymakers. Through this conceptual model, the paper endeavors to provide insights into the complex interplay of value perception and provide insights into the drivers behind consumers’ choices regarding automotive lubricants.

Promoting Consumers’ Adoption of Buy-Now-Pay-Later Feature while Using E-wallet Application: The Case of Gen Z in Vietnam

The Buy-Now-Pay-Later (BNPL) feature has emerged as a popular payment innovation, offering users convenience and flexibility in their purchasing behavior. However, consumers' adoption of BNPL is often limited due to the trust issue usually associated with electronic payment. Previous studies have highlighted personal traits that affect consumers’ trust in adopting BNPL, such as risky indebtedness behaviour or privacy concern. Adopting the Stimulus-Organism-Response framework, this study investigates environmental factors influencing consumers’ attitudes and perceptions of privacy risks and trust. The main objective of this study is to identify these factors, which can be valuable to practitioners in promoting consumers' intention to adopt BNPL. The model was tested based on data collected from 430 young Vietnamese consumers. Data analysis is conducted using SmartPLS 4.0. The study's findings, which are significant in consumer behavior, confirm that behavior intention to use BNPL results from attitude, trust, and perceived risk, which were influenced by perceived ease of use and subjective norms. These findings provide actionable insights for practitioners in the field, equipping them with the knowledge to promote BNPL adoption effectively. One notable result of the research is that perceived ease of use has a negative impact on privacy risk. This finding implies that users’ primary apprehension in using the E-wallet BNPL feature pertains to the risk of losing their privacy. It strongly recommends that developers create a more user-friendly and transparent BNPL experience to alleviate privacy concerns and enhance user trust, thereby promoting the adoption of BNPL.

RESEARCH ON THE INFLUENCE OF INNOVATIVE CHARACTERISTICS OF NEW ENERGY VEHICLES ON CONSUMERS' PURCHASE INTENTION

Based on the technical acceptance model and S-O-R framework, the paper uses literature research, questionnaire surveys, data statistics, and other research methods to build a model of the influencing factors of consumers 'purchase intention and discusses the mutual influence relationship between the innovation characteristics, perceived risk, purchase intention of new energy vehicles, and consumers' individual innovation. The research results show that the innovative characteristics of new energy vehicles promote the improvement of consumers' purchase intention, and the better the innovation characteristics, the more it helps consumers obtain good performance in purchase behavior; perceived risk plays an intermediary role between the innovative characteristics and purchase intention of new energy vehicles; and consumer individual innovativeness presents a negative regulating role in the relationship between perceived risk and purchase intention.

Green purchase behaviour of Arab millennials towards eco-friendly products: the moderating role of eco-labelling

Purpose This study aims to examine millennial consumers’ intentions towards purchasing eco-friendly products in the emerging Arab nation of Oman, focusing on the moderating role of eco-labelling (EL). Design/methodology/approach Environmental knowledge (EK) and environmental concern (EC) are integrated into the theory of planned behaviour (TPB) framework as independent variables, along with EL as a moderating variable. The data was collected through a self-administered survey and consisted of 705 random responses that was tabulated and analysed through the structural equation modelling technique. Findings ECs, subjective norms (SNs) and perceived behavioural control (PBC) significantly influence consumer attitudes towards green eco-friendly products. Consumers’ EK and attitudes positively influence the purchase intention (PI) to make green purchases. SNs and PBC substantially influence consumer attitudes towards adopting green products. However, the findings reveal a non-significant moderating influence of EL on the relationship between EC and PI for millennial Omani consumers. Research limitations/implications The findings are limited to only one Arab country, Oman, which limits the scope of the study. This study contributes to the TPB by using additional dimensions to examine the green purchasing behaviour of millennials. Practical implications Marketers can use these insights to develop strategies that emphasise the environmental benefits of products, leverage social influences and empower consumers to make environmentally conscious choices. Incorporating EL and green packaging can enhance the visibility and attractiveness of green products. Social implications Promoting environmental education, awareness campaigns and policy interventions that highlight the importance of eco-friendly product choices can foster more sustainable consumption patterns among Arab consumers. Originality/value To the best of the authors’ knowledge, this is the first study to examine the green PIs of millennials in an Arab context, specifically focusing on the moderating role of EL.