Purchase Decision Process Research Articles

Development of marketing models for attracting and retaining consumers in digital branding

The object of study is digital branding. The process of attracting and keeping consumers in digital branding is considered. The phenomenon of digital branding and the basic tools of its impact on consumers are investigated. The global trends in the development of media consumption at the present stage are substantiated. Transformational changes in the process of consumption, as a consequence, have been proven to be transition to the area. It is determined that in order to attract and maintain online consumers, brands should respond quickly and establish effective feedback. Accordingly, the important role of digital branding is indicated. As a basis for the development of a marketing model of consumer involvement and keeping in digital branding it is proposed to use the AIDA model. The marketing model is indicated that allows to monitor the actions of consumers, as well as to control communication processes. The stages of the AIDA model in digital branding are highlighted – visiting the site, moving the goods to the basket, registration and payment of order. AIDA strategic tools in digital branding are identified. It is necessary to use the conversion coefficient to determine the efficiency of each stage of the model. It is proposed to supplement the classic Aida model with two elements of Satisfaction (S) and Loyalty (L) by receiving AIDASL. An advanced model of impact on consumers in digital branding has been developed. This model coordinates the stages of the AIDASL model with the main stages of the purchase decision process. The practical importance of the developed model of consumer involvement and maintenance in digital branding will increase the attention, interest, desire and level of purchase. This, in turn, will create the preconditions for increasing conversion at each stage of consumer contact with an online store, increasing their satisfaction and loyalty.

Research on the Influence of Brand Interaction on Social Media Platforms and Consumers’ Purchasing Decision-making Process

With the rapid development of Internet technology and the popularity of social media, the interaction between brands and consumers has undergone profound changes. Social media platform, with its unique real-time, interactive and communication, has become an important bridge between brands and consumers. In the complex and changing market environment, brand building and maintenance is the key to the success of enterprises. With rapid changes in consumer behavior and market competition, brands need to adopt innovative strategies to strengthen their market position and consumer loyalty. The impact of KOL and KOC on consumers on social media platforms is complementary. KOL quickly increases brand awareness through extensive influence and professionalism, while KOC deepens consumers’ trust and desire to buy brands through authenticity and high interactivity. The combination of the two can form a complete marketing chain from awareness promotion to trust establishment to purchase transformation to maximize the marketing effect. This paper aims to explore how brand interaction on social media platforms affects consumers’ purchase decision-making process, and analyze its mechanism, influencing factors and effects, and give suggestions.

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.

Navigating the digital landscape: social media’s influence on luxury brand equity and purchase intention

Purpose The purpose of this study is to examine how social media affects luxury brand equity and purchase intention in Malaysia. Design/methodology/approach Questionnaires were distributed across shopping malls in the Klang Valley, including Kuala Lumpur and surrounding areas, targeting Malaysian citizens aged 18 and above with a history of luxury purchases. Using random sampling, the study collected and analysed 300 valid responses. Findings The findings demonstrate that social media has a positive effect on luxury brand equity and that brand equity significantly influences purchase intention. However, the study reveals a negative impact of social media on purchase intention. Originality/value This study explores the profound impact of social media on luxury brand equity in Malaysia, revealing its role in shaping brand awareness, associations, uniqueness, loyalty and perceived quality.

Сенсорный маркетинг в условиях диджитал-экономики

In the context of the increasing complexity of marketing relations associated with the transformation of understanding the role of the consumer, the issues of a deeper study of consumer behavior and its features in the “black box” model are of particular importance, since understanding consumer motives and reactions to marketing incentives will contribute not only to sustainable production and sale of goods, increasing the effectiveness of marketing solutions and maximizing profits in the long run, but also to the fast search and selection of goods by consumers that really meet their needs. The development of sensory marketing, taking into account the emergence of new neuromarketing technologies, meets the challenges of modern society. Previous studies of the influence of sensory stimuli on consumer behavior, as a rule, focused on the use of traditional marketing tools (observation, survey, focus groups, etc.), as a result of which only one-sided results of visible consumer reactions were obtained, which do not always reflect their true intentions to purchase a product. Marketing concepts in the context of changing market relations during the transition to a post-industrial society are examined; identifies the place of sensory marketing in the digital economy and its importance in the transformation of society into a humane community, shows the relationship between sensory marketing and neuromarketing, the use of technological tools which will allow to obtain hidden neurophysiological reactions of consumers to marketing incentives, which will provide a comprehensive an approach to evaluating incentive triggers in the purchase decision-making process. The role of neuroethics in conducting these studies is indicat.

Social Networks and Digital Influencers in the Online Purchasing Decision Process

Social networks have become a significant part of people’s daily lives, particularly in the purchasing process. In this context, digital influencers have played an essential role in shaping consumers’ opinions. In this sense, studying the role of social networks and influencers in the online product purchase decision process was considered pertinent. We selected two technology adoption models to fulfill this purpose: the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). We conducted an exploratory study using a quantitative approach, with data being collected through a questionnaire distributed online. The statistical analysis of the empirical model employed a partial least squares structural equation modeling (PLS-SEM) technique. Analyzing the 135 responses allowed us to conclude that social networks are relevant in consumers’ purchase decision process. This research highlights the importance of the credibility of influencers, emotional connections with audiences, and the dynamics of the media in shaping consumer behavior. It highlights the strong influence of digital influencers on purchasing decisions and makes a methodological contribution with a rigorous empirical model. This study also suggests avenues for future research in order to deepen the understanding of influencer and social media marketing strategies.

An integrated analysis of consumer purchase decision-making on second-hand trading platforms: evidence from china

ABSTRACT In the context of circular economy and sustainable development, second-hand trading platforms are in the preliminary stages of development, revealing the consumer behavior of second-hand trading platform consumers has become a challenging topic. Previous studies have often used technology acceptance models to analyze consumers’ acceptance of electronic commerce platform technologies. However, these studies have not analyzed consumer purchase decision-making well, lacked affective explanations of the logic of consumer decisions, and lacked discussions of multiple stakeholders. Therefore, this study proposes a comprehensive framework model for consumer decision making on second-hand trading platforms. We analyzed consumer purchase decision process, identified three key dimensions eight factors. Through a combination of the ABC attitude model and the technology acceptance model, we sorted out a hypothetical model consisting of cognitive, affective, and behavioral. Then, we validated and analyzed the empirical results in China using the partial least squares structural equation technique. The findings underscore the significant impact of product and platform dimensions on consumer sentiment and behavior. Theoretically, this study advances the understanding of consumer decision-making in the context of second-hand platforms, particularly within the framework of the circular economy. Practically, it offers actionable insights for merchants and platform operators to enhance user experience and service quality, thereby supporting the sustainable growth of e-commerce.

Influence Of Neuromarketing On Consumer Purchase Levels: Ambato Case Study - Ecuado

This work has been done with the purpose of determining the influence of neuromarketing in the levels of consumer purchase of the Paseo Shopping Ambato Mall, neuromarketing has applied neuroscience techniques focused on marketing in order to study different brain areas that are activated in the consumer when choosing a product as well as it is based on the consumer, since its objective is the identification of the impact generated by a product or brand, the understanding of the consumer when making a purchase or acquisition and the identification and satisfaction of customer needs, along with the characteristics measured by neuromarketing, which are attention, emotion and memory. The objective of the research is focused on analyzing the influence of neuromarketing in the purchase process, relating the importance that requires broadening knowledge in the understanding of the levels and stimuli that are emitted by the brands of the different products that are offered in a shopping center. The present investigation determines the neuromarketing actions to better understand the expressions and non-verbal reactions that consumers develop, associated with the advertising practices that are used in the Paseo Shopping Ambato Shopping Center; where commercial sales transactions become the result of the emotions shown by consumers towards a certain product or service. The analysis is obtained by applying a conceptual investigation on the fundamentals of neuromarketing in the purchase decision process and its influence towards a specific decision. Neuromarketing has positively influenced the purchase of a certain product by the consumer.

Pengaruh Dinning Atmosphere McDonald’s terhadap Keputusan Pembelian Gen Z: Survey Pelanggan McDonald’s Cabang Galuh Mas Karawang

Environmental Influences and Purchasing Decisions at McDonald's Galuh Mas Branch, Karawang. This study aims to explore the influence of the environment and atmosphere on the purchase decision process of McDonald's Galuh Mas Branch, Karawang. The research method used is quantitative research. The population of this study was all Gen-Z consumers who bought and enjoyed food at McDonald's Galuh Mas Karawang Branch, with a total sample of 104 people. Data analysis is carried out using.

INFLUENCE OF COUNTRY OF ORIGIN, BRAND IMAGE, AND PERCEIVED QUALITY ON INTEREST IN BUYING NMAX BRAND MOTORS IN PONOROGO (CASE STUDY OF PONOROGO DISTRICT COMMUNITY)

General Background: In the competitive motorcycle industry, factors such as Country of Origin (COO), Brand Image, and Perceived Quality significantly influence consumer purchasing decisions. Specific Background: Understanding the influence of these factors on consumer interest, particularly for popular models like the Yamaha NMAX, is crucial for effective marketing strategies in specific regions such as Ponorogo. Knowledge Gap: However, limited research has been conducted to explore the simultaneous effects of these variables on consumer purchasing interest, especially in less urbanized areas like Ponorogo, where consumer preferences may differ from urban centers. Aims: This study aims to analyze the influence of COO, Brand Image, and Perceived Quality on the interest in purchasing Yamaha NMAX motorcycles in Ponorogo, both individually and collectively. Results: The findings indicate that while COO has a statistically significant influence, the relationship is negative, suggesting that other factors outweigh the impact of COO in shaping purchase interest. Conversely, Brand Image and Perceived Quality both exhibit positive and significant effects on consumer interest, highlighting their roles as critical determinants in the purchasing decision process. Novelty: The study's novelty lies in its exploration of these variables in a less-studied, regional context, providing new insights into consumer behavior outside major urban centers. Implications: The results suggest that marketing strategies for Yamaha NMAX in Ponorogo should prioritize enhancing Brand Image and Perceived Quality rather than emphasizing COO, as these factors are more influential in driving purchase interest. These findings contribute to a nuanced understanding of regional consumer behavior, which can inform targeted marketing efforts and product positioning in similar contexts.

The consumption of clothing by millennials in the context of convergence between analog, digital and post-digital

This paper aims to analyze how the analog, digital and post-digital perspectives are manifested in some stages of the purchasing decision process of Brazilian millennials living in the cities of Porto Alegre and São Paulo, in relation to clothing consumption behavior. The data presented reflects the qualitative part of the research "Attitudes to buying and consuming certain goods and services among young people aged between 18 to 35 belonging to Generation Y: the influence of commercial advertising on decision-making", carried out by Red Iberoamericana de Publicidad. This is an exploratory, qualitative investigation, supported by theoretical and empirical research, using the techniques of in-depth interviews and content analysis. The results point to a convergence of analog and digital media according to what is offered to the experience of young people, indicating signs of values corresponding to post-analog.

An Analysis of Consumer Trust During Online Purchasing Decision Process in Cross-Cultural Perspective: A Case Study of Online Marketplace

The purpose of this research study is to analyse consumer trust during the online purchasing decision process from a cross-cultural perspective, specifically in the case of an online marketplace. The study has three primary objectives: to explore the value and importance of online purchasing among customers in different cultures, to examine the factors that influence consumers in different cultures to gain trust in online purchasing, and to assess the factors that affect consumer trust in different cultures when purchasing goods online. The study will use focus group discussions to gather data from participants in Indonesia and China, and thematic analysis will be conducted to analyse the gathered data. The findings of this study will be significant in providing insights into the factors that influence consumer trust in online purchasing decisions, specifically in cross-cultural contexts. Understanding these factors can help online marketplaces improve their services and increase consumer trust, which can lead to increased revenue and customer loyalty. Moreover, the study will contribute to the body of knowledge in the field of cross-cultural marketing, as it will provide insights into how cultural factors influence consumer behaviour in online marketplaces.

A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON THE BUYING BEHAVIOUR OF CUSTOMERS

In today's marketing landscape, celebrities play a crucial role in advertising, leveraging their credibility and allure to enhance the effectiveness of campaigns. Marketers strategically utilize celebrities from various fields to capture consumer attention and influence purchasing decisions, particularly in regions like India where celebrity adoration is profound. This study delves into the transformative impact of celebrity endorsements on consumer purchasing patterns and brand perception, examining the intricate interplay between celebrity influence and consumer decision-making processes. Concurrently, the consumer buying decision process is explored, highlighting the stages individuals undergo when considering a purchase from identifying a need to post-purchase evaluation. Understanding these processes sheds light on how celebrities and consumer behaviours intersect, shaping marketing strategies and brand outcomes.

Impact of Consumer Preferences on Kosovo’s Foreign Trade

In marketing, consumer behavior is a crucial factor in the placement of products in the market and is often the subject of study and research by large companies to identify the needs of citizens and their behavior as consumers in the buying decision process. Consumer buying behavior refers to the buying behavior of final consumers—individuals and households that buy goods and services for personal consumption (Kotler et al., 1999). A company that truly understands how consumers will respond to different product features, pricing, and advertising appeals has a significant advantage over its competitors. The factors that influence consumer behavior are the key elements that companies analyze and aim to break down in order to "attract" customers. This paper will examine the factors of consumer behavior and their impact on increasing/decreasing imports in trade with several countries with which Kosovo has international trade relations. The phenomenon of ethnocentrism will also be examined, a phenomenon that has emerged in every nation in recent years and is more pronounced in the Republic of Kosovo. Finally, an empirical analysis will be presented, highlighting the relationship between imports and import prices.

UET4Rec: U-net encapsulated transformer for sequential recommender

Recommending a tempting sequence of items according to a user’s previous history of purchases and clicks, for instance, in the online shopping portals is challenging. And yet it is a crucial task for all service providers. One of the core components in the recommender systems is a sequential model with which an input sequence is transformed into the predicted items. Among many, deep neural networks, such as RNN, LSTM, and Transformer, have been favored for this purpose. However, improving the performance of these models remains an important task. To address this, we propose a novel sequential model by combining a U-net and Transformer, called U-net Encapsulated Transformer. This hybrid architecture places a transformer model between a convolutional encoder and its decoder, wherein each convolutional layer processes 1D signal, i.e. text. The primary benefit of this structure is that the computational burden is reduced since the embedding size of the input to the Transformer is drastically decreased as the signal has to go through the multi-layer convolutional encoder. This solution leverages recommendation lists for action predictions and uses user feedback as direct rewards for updating the model. In addition, the loss function mechanism is improved by including contrastive and reinforcement learning losses. Evaluation of the proposed model, including extensive ablation study, is carried out on four standard benchmark datasets, such as RC15, RetailRocket, MovieLens-1M, and Amazon-Beauty, demonstrating superior performance compared to state-of-the-art methods.

Predictors of Customer Channel Choice in the High-Value Electronic Device Purchase Decision Process

Predictors of Customer Channel Choice in the High-Value Electronic Device Purchase Decision Process

TRENDS AND PATTERNS IN ONLINE PURCHASE DECISION RESEARCH A LITERATURE REVIEW AND BIBLIOMETRIC ANALYSIS

Abstract : The internet has transformed the way consumers make purchase decisions, and with the increasing popularity of e-commerce, it has become vital to understand the factors that influence online purchase decisions. The COVID-19 pandemic has further accelerated the shift towards online shopping, making it even more crucial to understand the online purchase decision-making process. This bibliometric review examines 95 articles on the keyword "online purchase decision" from Scopus journals generated by Publish or Perish on April 25th, 2023, to identify the most influential authors and trends in this field from 2002 to 2023. The study reveals a steady rise in publications on this subject over time, with a significant surge in recent times. S. Yoon emerged as the most cited author in this field, followed by H.W. Kim and N. Hu. "Decision Support Systems" is the most productive journal in this field, and M. Ramesh is the most prolific author. The research variables have similarities and differences in focus and approach. For instance, trust, price, reviews, website characteristics, and the influence of social media are the focuses in these studies. The studies differ in their approaches and focuses. For example, (Yoon, 2002) examines the antecedents and consequences of trust, (Kim et al., 2012) compares price and trust, (Hu et al., 2014) analyzes online review sentiment, and (Luo et al., 2012) investigates the impact of website characteristics. There are also differences in the scope of the research, including cross-cultural approaches, the teenage market, gender, and potential customers vs. repeat customers. The findings of this study provide valuable insights into the key trends and patterns in online purchase decision-making research, which can inform marketing strategies and improve online salesKeyword : Keputusan Pembelian Online, Analisis Bibliometrik, Perilaku Konsumen

Quantitative descriptive analysis as a strategic tool in research activities relating to innovative meat tenderisation technologies

Sensory analysis plays a significant role in developing innovative technology from prototype to industrial stage, and above all, in the meat industry.The starting hypothesis is that the quantitative descriptive analysis is crucial to optimise an innovative process for tenderising meat before the scale-up stage because it provides information that instrumental and consumer science analyses cannot achieve. With this in mind, the present study describes the detailed protocol of the quantitative descriptive analysis, which was developed and optimised to contribute to the prototype development stage of new meat tenderising technology.This study applied the quantitative descriptive analysis to evaluate the sensory characteristics of semitendinosus beef meats submitted to the tenderising process by combining exogenous enzymes and ultra-sound radiation treatments. A correlation analysis was performed among sensory and instrumental data. A significant and negative correlation was found only among texture parameters evaluated by sensory and instrumental parameters (R > −0.81 and P < 0.05). Conversely, no significant correlation (P > 0.05) was found between sensory and instrumental chromatic characteristics. Moreover, the quantitative descriptive analysis was a valuable tool because it provided precious information on the appearance of the treated raw meat (score less than 6), which was not detected by instrumental analyses. This information is precious because the appearance of raw meat is fundamental to the consumer buying decision process. Based on the results obtained through sensory analysis, we could highlight the necessity of optimising technological processing before the industrialisation stage to avoid a probable failure of this production method when applied to the market.

Influence of promotions, price perceptions, service quality towards customer loyalty through customer satisfaction Gojek in Jakarta

The evolution of technology has deeply impacted various industries, notably transportation services, facilitated by advancements like online platforms such as Gojek in Indonesia. In this research, the authors expect the direct and positive influence of promotion, price perception, and service quality on customer satisfaction and the indirect impact on customer loyalty. Questionnaires were distributed to 198 Gojek users in Jakarta. The data analysis using SPSS and WarpPLS suggests strong correlations between promotion, price perception, service quality, customer satisfaction, and customer loyalty. However, while promotion and price perception significantly affect customer loyalty, the impact on service quality is negligible. Customer Satisfaction acts as a mediator between these variables and customer loyalty. Further research can utilize additional variables because the independent variables used in this study can only explain 60% of the purchasing decision process. Other variables explain 40 % of it.

Proses Keputusan Pembelian Sayuran Hidroponik di Hidroponik Jember

The difficulty in marketing hydroponic vegetables in Jember Hydroponics is due to price differences which result in the positioning of hydroponic vegetables in the upper middle class. This study was conducted to determine the characteristics of consumers and how the purchasing decision process occurs so that hydroponic farmers will more easily determine the right marketing strategy. This research uses a survey method with sampling techniques using non probability techniques, with sampling using a purposive sampling approach. This research requires a qualitative method approach. Analysis of the stages of the consumer purchasing decision-making process is used to determine consumer behavior in purchasing hydroponic vegetables The stages in purchasing decisions consist of recognition of needs or problems, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior