Purchase Behavior Research Articles

Customer perceptions about traceable meat: research from Northern China

Food traceability and food safety, including quality assurance processes, are essential for ensuring the health of members of society and can prevent food-supply-related problems. Meat-related food safety issues are significant, especially in developing countries like China. The main aim of this paper was to explore customer perceptions and purchase behavior, including willingness to pay, related to traceable meat. A qualitative exploratory approach was applied. Five focus groups were implemented with interviewees from Northern China, and grounded theory methodology was used in their analysis. The results showed that participants were influenced by product characteristics, sales-related factors, and subjective norms when purchasing meat. Their level of trust in traceability information was variable; respondents preferred independent quality assurance associations and information obtainable by scanning QR codes. The findings of this study may contribute to the introduction and development of food traceability systems in the meat industry, reinvigorating consumer trust.

A Comparative Study on the Impact of Social Media Marketing on Consumer Purchasing Behaviour

A Comparative Study on the Impact of Social Media Marketing on Consumer Purchasing Behaviour

The Creation of Value-added on Wood Carving Handicraft in Luang Prabang city, Luang Prabang Province

The study aims to investigate: the purchasing behavior of customers in Luang Prabang district and province, the perspectives of entrepreneurs and consumers who purchase goods to enhance the value of wood carving craft products in Luang Prabang district and province and Adding value to wood carving craft items that influences customers' decisions to buy in Luang Prabang district and province. employing interviews as a method to gather information from 3 merchants of wood carving craft products and 385 respondents' questionnaires. The frequency, percentage, average, standard deviation, and multiple regression equation. The study's findings revealed: Customer behavior in choosing to buy wood carving craft products as a gift or souvenir, ordering them from the store, and recognizing that information from online advertising media influences his decision to buy. Products that the customer may choose from include wood carving handicrafts for other people's daily lives, low-image elephant products, fish and gold fish products, high-image elephant products, and horse products. The product has the same features as before, but price is a deciding factor when making a purchase, so there's no need to mark the product with a purchase value of between 500,001 and 1,000,000 kip and require a cash payment. Entrepreneurs' thoughts on adding value to handcrafted wood-carving goods. Three Entrepreneurs believe that adding value to wood carving craft goods is important in six areas: designing the product, using wood as a raw material, branding, design, service, and production. Customers' perceptions of the entrepreneur's ability to create added value across six dimensions are influenced in part by the following factors: product quality; service quality; design and production; and modeling. Three factors creating additional value in terms of products, design, and production were involved in the manufacture of wood carving craft products that influence customers' purchase decisions.

Influence of Social Media Influencers on Consumer Purchasing Behavior

Influence of Social Media Influencers on Consumer Purchasing Behavior

The Influence of Personal Selling and Social Media Marketing on Purchase Behavior Mediated by Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty at PT. Asuransi Bangun Askrida Bandung Branch

The marketing landscape has shifted from traditional to digital approaches, requiring companies to adapt strategies to remain competitive. Askrida, using both personal selling and social media marketing, seeks to boost general insurance production and maintain market share. However, despite these efforts, Askrida lags behind its five main competitors in profit, and general insurance sales remain inadequate, with increasing customer complaints. This study aims to evaluate how personal selling and social media marketing influence consumer behavior at Askrida through brand awareness, brand association, perceived quality, and brand loyalty. Using a quantitative approach, this research collected primary and secondary data through Google Forms questionnaires distributed to 416 non-corporate customers of Askrida Bandung Branch. The sampling method employed was purposive sampling, and data analysis was conducted using SEM-PLS (Partial Least Squares) via SmartPLS software. The findings indicate that both personal selling and social media marketing significantly affect brand awareness, brand association, perceived quality, and brand loyalty. Personal selling impacts purchasing behavior through these mediating variables, though brand awareness itself does not directly influence purchasing behavior. Conversely, social media marketing affects purchasing behavior through brand awareness, brand association, perceived quality, and brand loyalty. Recommendations for Askrida's Marketing Team include enhancing personal selling by improving product information quality through additional training for sales staff and using interactive training materials. For social media marketing, it is advised to update content with relevant and engaging information. Increasing brand visibility and consistency in marketing campaigns, creatively strengthening brand associations, enhancing quality perception through customer testimonials and unique product features, and implementing loyalty programs are crucial strategies for Askrida to bolster market position and consumer loyalty. This study also notes that the findings may not be generalized to all digital marketing activities and suggests further research with additional variables and a more in-depth evaluation of effectiveness.

Exploring Green Consumerism: The Impact of Environmental Knowledge, Social Influence, and Attitudes on Millennials' Purchase Intentions

Indonesia is experiencing a demographic bonus, where millennials make up a significant portion of the productive age population. This demographic shift presents challenges in meeting labour market demands, as well as consumption patterns, particularly concerning sustainable consumption. Simultaneously, environmental issues such as climate change and unsustainable resource usage have become pressing global concerns. Millennials have a crucial role in addressing these challenges by adopting environmentally friendly behaviours, including green product consumption. However, the factors that drive millennials' green purchase intentions, particularly in Indonesia, remain understudied. This study aims to investigate the influence of environmental knowledge, environmental concern, social influence, and attitude on the green purchase intentions of Indonesian millennials. The research employs a quantitative descriptive approach, using purposive sampling to collect data from 150 millennials in Banjarmasin. Data were analyzed using Structural Equation Modeling (SEM) through the Partial Least Squares (PLS) method. The findings reveal that environmental concern indirectly affects green purchase intention through the mediating role of attitude. Additionally, social influence and environmental knowledge have significant positive impacts on both attitude and green purchase intention. The study highlights the importance of enhancing environmental knowledge and leveraging social influence to encourage sustainable purchasing behaviour among millennials. Marketers can use these insights to design effective strategies that promote eco-friendly products to this demographic. Future research could explore other factors, such as perceived product quality and price sensitivity, to gain a more comprehensive understanding of green consumer behaviour.

Influencer marketing effectiveness: A meta-analytic review

AbstractInfluencer marketing significantly impacts consumer behavior and decision-making. However, identifying the drivers of influencer marketing effectiveness and conditions that enhance their impact remains challenging. This meta-analysis, which synthesizes 1,531 effect sizes from 251 papers, assesses influencer marketing effectiveness by examining its antecedents, mediators, and moderators. Building on the persuasion knowledge model to develop and test a framework, we identify post, follower, and influencer characteristics as key antecedents impacting both non-transactional (i.e., attitude, behavioral engagement, and purchase intention) and transactional (i.e., purchase behavior and sales) marketing outcomes. For non-transactional outcomes, follower characteristics (social identity) have the strongest effects on consumer attitudes and behavioral engagement, while post characteristics (informational value and hedonic value) exert stronger effects on purchase intention. For transactional outcomes, influencer characteristics (influencer communication) have the strongest effects on purchase behavior. These antecedents also affect marketing outcomes indirectly through persuasion knowledge and source credibility. Moderation results indicate that direct and indirect effects of antecedents depend on social media types (i.e., nature of connection and usage) and product types (i.e., information availability and status-signaling capability). These results consolidate and advance the literature and offer insights into enhancing the effectiveness of influencer marketing.

The Impact of Marketing Methods on Consumer Behavior in the Era of New Media

With the development of the new media era, marketing methods have undergone tremendous changes, therefore, consumers have a wider range of ways to obtain information. Previously, information could only be obtained from TV advertisements, newspapers, and magazines. Today, using social media and the Internet to transmit information is more rapid and convenient, which has a profound impact on consumers' cognition and behavior. Therefore, studying the impact of marketing methods on consumer behavior in the era of new media is of great significance and has profound practical value. The theme of this study is to explore how various marketing methods have an impact on consumer purchasing decisions, processes, and behaviors in the era of new media, and to find the connection between new media marketing and consumer behavior. This study adopts literature analysis and case analysis methods to explore. From the research results, it can be concluded that new media marketing methods have a significant impact on consumer behavior. On the one hand, it improves consumer understanding of product information and increases product awareness. On the other hand, it promotes communication among consumers, changes their purchasing decisions, and affects their purchasing preferences and behaviors. From this, it can be seen that in the era of new media, enterprises should fully consider consumer psychology, formulate relevant marketing strategies, attach importance to consumer needs, and enhance product visibility and diversification, to better meet consumer preferences.

Associations between loot box purchasing and gambling behaviours, financial problems, and low mental wellbeing in a household sample from a British island, a cross-sectional study

Abstract Aim This study estimated the prevalence of loot box purchasing and associated sociodemographic factors in a general population of a British island, and explored relationships between loot box purchasing and gambling behaviours, financial problems, and mental wellbeing. Subject and methods A cross-sectional survey was undertaken using representative household and supplementary convenience samples with (n = 1,234) residents of a British island aged 16 + years. The Problem Gambling Severity Index (PGSI) was used to assess gambling harm. Financial problems in the past year were defined as having been behind with payments for expenses. The Short Warwick Edinburgh Mental Wellbeing Scale was used to measure mental wellbeing. Purchasing loot boxes in the past year was measured via self-report as: ‘In the last 12 months, have you purchased in-game loot boxes (e.g. weapons, armour, players for a virtual sports team)?’. Analyses were performed using χ2 and binary logistic regressions. Results 5.9% of participants purchased loot boxes in the past year. There was no significant association between purchasing loot boxes and PGSI score. After controlling for sociodemographics and PGSI score, those who purchased loot boxes in the past year were 3.39 (1.42–8.11; p < 0.01) times more likely to experience financial problems, and 2.99 times (1.46–6.13; p < 0.01) more likely to have low mental wellbeing, compared to those who didn’t purchase loot boxes. Conclusion Findings in the current study suggest that purchasing loot boxes is associated with increased odds of experiencing financial problems and low mental wellbeing, independently of gambling behaviours.

To What Extent Does Blind Box Marketing Affect Peoples Consuming Behavior?

Blind boxes, as an emerging industry, have gradually opened the Chinese market in recent years, and are sought after by consumers and various industries. It is a unique box that contains toys or other commodities, and people don't know what's inside until they open it. Meanwhile, continuous innovation has created a unique blind box marketing strategy, which uses consumers different motivations effectively to promote purchasing behavior. Based on the theory of consumer behavior and the strategy of blind box marketing +4p marketing theory (combined with AISAS model), this paper takes psychological motivation, demand motivation and investment motivation as intermediary paths to explore the impact on consumer purchasing behavior. Through the analysis of literature, questionnaire and tools such as SPSS25.0, the conclusions of relevant research are drawn: the effective combination of blind box marketing and product strategy can have a significant positive impact on consumers' purchasing behavior. The tremendous positive impact of price strategy on consumers' purchasing behavior is based on the consideration of different age groups. Place strategy and promotion strategy can only serve as the intermediary path between consumers' purchasing behavior, but cannot have a significant positive impact on them. Finally, through the above research, some suggestions for blind box marketing are provided.

Greenwashing and the purchase behavior toward electric motorbikes: The role of eco-literacy

ABSTRACT Nowadays, due to the increasing green trends, numerous businesses in the automobile industry adopt greenwashing as a primary strategy to appear environmentally conscious, despite their production processes like manufacturing lithium-ion batteries, which are causing significant environmental pollution. By combining three theories as signaling, legitimacy, and psychological contract, the study focuses on solving the previous research gaps when examining the influence of greenwashing (GW), green brand image (GBI), green skepticism (GS), green confusion (GC), perceived betrayal (PB), eco-literacy (EL) on the purchase intention (PI) towards electric motorbikes among Vietnamese consumers. The study employed a convenient random sampling method with a sample size of 535 consumers in Vietnam. A quantitative research method and Structural Equation Modeling (SEM) approach were used to analyze the data using SmartPLS software. The findings reveal that GW significantly influences the PI, and GBI, GS, GC, and PB partial mediate the correlation. Additionally, the study discovered the significant moderating role of GW in the correlation between GW to PI, GW to GS, and GW to PB. Based on the findings, the managers can apply marketing strategies to encourage consumers’ purchase intention and avoid greenwashing activities. Then, the theoretical implications and directions for future research have been proposed.

Consumer skepticism towards organic beauty products Cross-country research

Based on the attitude–behaviour–context (ABC) theory, the present study addressed consumer skepticism as one of the inhibitors of organic purchasing behaviour. More specifically, it investigated the role of environmental concern and environmental knowledge as a mediator, in the organic cosmetics background. Data gathered from consumers in Tunisia (N = 736), Italy (N = 720) and France (N = 715) and analysed using a structural equation modelling approach. The findings revealed that green skepticism is a strong inhibitor towards adoption of organic cosmetic products among consumers in the three countries. On the other hand, findings revealed that environmental knowledge and environmental concern fully mediate the relationship between green skepticism and organic purchasing behaviour. The ultimate goal is to provide valuable insights for business leaders, policymakers and marketers fully understand consumers’ resistance to organic cosmetic products. Further, it offers a comprehensive framework to support strategies to reduce consumers’ skepticism towards organic products, in different market segments.

Eager or passive? Decoding potential consumer profiles based on knowledge and perceptions regarding organic food products

Organic food-choice behaviour has gained paramount interest from researchers and marketers due to the growing inclination of consumers towards healthy and sustainable lifestyles. With regard to India, despite being a leading producer and exporter of organic products, its domestic market is still in nascent stages of evolution. To overcome the underlying attitude-intention-behaviour gap in such emerging markets, it is imperative to identify targetable segments based on factors that are relevant to these markets. The present study makes a novel attempt at segmenting potential organic consumers based on their knowledge and perceptions regarding organic products. Robust analytical procedures, including a two-stage cluster analysis and multiple discriminant analysis, were employed to draw consumer profiles based on a sample of 608 Indian consumers. The analysis resulted in four mutually exclusive segments, which exhibited significant heterogeneity with respect to various clustering and profiling variables, namely actual and perceived knowledge regarding organic products, price and availability perceptions, trust in organic products, and purchase intention. The aware enthusiasts displayed high knowledge, while both the aware and unaware enthusiasts exhibited favourable organic perceptions and high purchase intention and behaviour. The sceptics had positive perceptions but displayed a lack of trust in organic sellers and regulatory frameworks. The laggards exhibited the least favourable perceptions and had the lowest intention and purchase behaviour. The study identifies potential target segments of organic consumers and throws light on how consumers construe organic food products. Furthermore, marketing strategies are recommended to tap these segments, considering the core characteristics specific to each segment.

Power of Advertising on Consumer Purchasing Behaviour: A Study on the “Share a Coke” Campaign

This study investigated the influence of advertising on customer buying behaviour by analysing the impact of the 'Share a Coke' Campaign. This text elucidates the significance of advertising in shaping the consumer's purchasing decisions. Several Nigerian organisations exhibit a lack of enthusiasm when it comes to promoting their products and services through an efficient advertising platform, which negatively impacts their sales performance. They do not consider it necessary to allocate a percentage of their money to ads for promoting their products and services and influencing customer purchase decisions. This study elucidates how the brand Coca-Cola has strategically utilised advertising to its benefit, ensuring not just customer affinity towards the brand but also driving real product purchases. The fast progress of technology has led to a substantial rise in the use of technology and digital media in the advertising industry. Given the fast progress, it has become more and more crucial to have effective advertising in order to get a competitive edge. This research is necessary to achieve that. Therefore, it is advisable to do comprehensive research on the target audience to gain insights into their watching patterns and purchase behaviours, thereby ensuring a successful advertising campaign.

The Role of Neuromarketing in the Purchasing Behavior of Customers: The Role of Cognition and Perception in Purchasing Decisions

This study aims to examine the impact of neuro-marketing on customer purchase behavior through the role of cognition and perception in purchase decision-making. To test these hypotheses, participants were placed in a laboratory environment and exposed to emotional and cognitive stimuli. Brainwaves (alpha and beta) and behavioral indicators such as the number of purchases, purchase amount, and decision-making time were evaluated as the main variables. The sample consisted of 30 participants, who were randomly assigned to experimental and control groups. The results indicated that emotional and cognitive stimuli had a significant impact on alpha and beta brainwaves. Emotional stimuli led to an increase in beta waves and a reduction in decision-making time, suggesting enhanced alertness and faster decision-making. Additionally, cognitive stimulation significantly increased both alpha and beta waves and reduced decision-making time. However, the effect of these stimuli on the number of purchases and the total amount spent was not significant. DOI: https://doi.org/10.52783/pst.905

Understanding consumption and purchase of tap water and diverse tap-alternative drinking water sources in Detroit, Michigan

ABSTRACT Several gaps remain in understanding individuals' water consumption reliance outcomes in disadvantaged communities. We utilize a cross-sectional sample of household-level survey data from predominantly low-income, minoritized households in Detroit, MI, to examine the relationship between tap and tap-alternative drinking water consumption and purchase behavior. We collected survey data from one English-speaking adult per household in May–October 2021 (n = 259). Consistent with past studies, tap water consumption is negatively correlated with single-use bottled water consumption and consuming drinking water from multiple sources. We also find tap distrust is correlated with tap-alternative water consumption, yet there is a surprising positive relationship between tap and overall bottled water consumption levels. Very low-income households were more likely to rely on bottled water and multiple other water sources simultaneously. Female respondents reported lower levels of most types of water consumption. Black respondents reported lower tap water and bottled water consumption but had higher levels of other tap-alternative source consumption. Our results call into question whether higher tap water consumption is synonymous with tap trust or with reduced bottled water consumption. Public health interventions must further address high levels of bottled water consumption among low-income individuals, and low tap water consumption among Black individuals.

Research on the Relationship between Characteristics of Video Bloggers and Consumers’ Purchase Intentions

Video blogging channels for social media technology continue to innovate and evolve, and brands are beginning to rely on social media channels for product marketing. The factors influencing consumers’ purchase intention for products advertised by video bloggers are numerous and unclear. The main purpose of this study is to explore the mechanism by which the characteristics of video bloggers influence the formation of emotional cognition and then influences consumers’ purchase intention. Based on the SOR model, 518 questionnaires were administered to Chinese video blogging users. The AMOS 24.0 and SPSSAU 24.0 web tools were used to analyze the study data. Empirical results indicate that consumers’ perceived homogeneity, expertise, degree of emotional attachment to video bloggers, and perceived source confidence have a direct or indirect positive influence on purchase intentions. Evident advertising intention weakens the relationship between emotional attachment and purchase intention. This result is strategically important for a brand’s advertising efforts and market share and provides new research insights and frameworks for studying consumers’ advertised product purchase behaviors in the context of video blogging channels for social media.

A Mediating Effect of Customer Experience on the Relationship between Metaverse Usage and Purchase Intention: A Conceptual Development

This study examines the mediating effect of customer experience on the relationship between metaverse usage and purchase intention, providing a conceptual framework to understand consumer behavior within virtual environments. As the metaverse rapidly evolves into a significant platform for interaction and commerce, understanding how user engagement translates into purchasing decisions is crucial for businesses and marketers. The framework posits that metaverse usage encompasses the frequency and depth of interactions users have with virtual spaces, which significantly influences their overall customer experience. A positive customer experience is characterized by factors such as satisfaction, emotional connection, and engagement, all of which are critical in shaping consumers' purchase intentions. When users perceive their interactions in the metaverse as enjoyable and meaningful, they are more likely to develop a favorable attitude towards the brands and products featured in these environments. The study integrates insights from established models, including the Technology Acceptance Model (TAM) and the Stimulus-Organism-Response (SOR) model, to highlight how various elements of the metaverse such as perceived usefulness, perceived ease of use, and perceived enjoyment which is affect customer experience. By establishing customer experience as a mediator, this research illustrates how metaverse usage not only influences direct purchasing behavior but also shapes the emotional and cognitive processes that underpin decision-making. Ultimately, this conceptual development aims to provide actionable insights for businesses looking to optimize their strategies in the metaverse. By understanding the pathways through which customer experience mediates the relationship between metaverse engagement and purchase intention, companies can create more compelling virtual experiences that foster customer loyalty and drive sales. This research contributes to the growing body of literature on digital consumer behavior, emphasizing the importance of customer experience in shaping purchasing decisions in virtual environments.

Shopee Marketplace Promotion on TikTok: AIDA Model Study on the Impact of Purchasing Behavior of Young Women in Makassar City, Indonesia

This study analyzes the impact of young women’s purchasing behavior on user activity driven by Shopee marketplace promotions on TikTok. This study adopts the Attention, Interest, Desire, and Action (AIDA) model to evaluate purchasing behavior. A quantitative, cross-sectional survey method was employed, involving 283 female adolescent respondents from Makassar City. This study utilizes the AIDA model to assess the independent variables, namely frequency, duration, and consistency, and their influence on the dependent variable, the purchasing behavior process. The findings reveal that purchasing behavior, as measured through the AIDA model, has a positive and significant effect on Shopee marketplace promotions on TikTok. The result of the hypothesis test confirms that Shopee marketplace promotions on TikTok social media influence the product purchasing behavior process. This study further explores various Shopee promotion strategies on TikTok, including discounts, flash sales, cashback offers, free shipping, and product codes. This study offers a new perspective on investigating popular e-commerce platforms in Southeast Asia, particularly among young digital-native consumers. The practical implications suggest that online marketplaces can utilize social media promotions to drive purchases through diverse and engaging promotional strategies.

Gender-Based Analysis of Online Shopping Patterns on Shopee in Malaysia: A J48 Decision Tree Approach

The purpose of this study is to investigates the gender differences of Shopee platform for online shopping behavior by using the J48 decision tree algorithm to classify and predict shopping frequency among male and female consumers for Malaysia context. WEKA software was used in this study to analyze the datasets. From the experiments, the majority of Shopee user were female consumers. The findings shows that female consumer behavior is more complicated and more varied regarding purchasing behavior. The study's findings demonstrate the potential of gender specific insights to enhance e-commerce strategies, particularly in product recommendations and targeted marketing. Although the J48 model performed well in predicting male shopping patterns, it was less effective for females, indicating the need for more advanced modeling techniques is used to better capture the complexities of female consumer behavior. This research also emphasizes the significance of using machine learning tools like the J48 decision tree to analyze consumer data, providing valuable insights for improving customer satisfaction and business performance. However, limitations such as sample size and the focus on a single platform suggest that further research is needed, including the exploration of alternative algorithms and broader demographic factors.