Consumer Purchase Intention Research Articles

Antecedents to consumer responses to cause­related marketing campaigns: an empirical investigation in a developing country

Purpose This study aims to test the effect of cause-related marketing (CRM), campaign-related marketing and consumer-related antecedents on consumers’ behavioral responses in a developing-country context. Design/methodology/approach A descriptive cross-sectional research design was used. An online questionnaire was distributed, and a sample of 738 Egyptians was obtained. Both the SPSS25 and Smart PLS software were used to report the results. Findings Results revealed that campaign-related antecedents had stronger effects on consumer attitudes than consumer-related antecedents. The most important campaign-related antecedents were brand function fit and hedonic product type. Extrinsic religiosity affected brand attitude and was also the most important predictor of purchase intention. Other predictors of purchase intention were brand attitude, hedonic product type and brand function fit. Furthermore, the effect of brand attitude on purchase intention was positive and significant. Cause involvement and others’ – centered attribution of corporate motives positively moderated the relationship between attitudes and purchase intention. Conversely, skepticism and self-centered attribution of corporate motives negatively moderated brand attitudes and purchase intention relationships. Research implications and suggestions for future research were also presented. Originality/value The study contributes to the existing academic literature by providing a better understanding of the effect of consumer and campaign-related variables on consumer attitudes and purchase intentions in a CRM context. It also helps understand the role of the two dimensions of religiosity in forming attitudes and purchase intentions for CRM campaigns. Furthermore, the research examines two possible moderators of the attitude–behavior gap through the lenses of signaling theory, prosocial behavior theory, theory of reasoned action and attribution theory.

A Study on “Impact of social media influencer: marketing on consumer purchase behavior in the context of the Indian audio brand BOAT”

The study aims to examine the effect of social media influencer marketing on consumer purchase behaviour with a case study of an Indian audio brand BOAT. This study intends to figure out HOW factors such as influencer credibility, authenticity, and engagement lead to the decision-making process of consumers. The research utilizes a mixed-method framework using quantitative surveys and qualitative content analysis and reveals specific trends and relationships. The results show that influencers judged to be more authentic and credible have a positive impact on consumer trust and purchase intentions. It helps to attract even more attention and increase the value of your brand and drive higher sales with engaging content. The research adds to the existing waterfall of academic literature on influencer marketing and provides a hands-on guide for brands when refining their marketing strategy on (fast-evolving) social media platforms. KEYWORDS: Social Media Influencer Marketing, Consumer Purchase Behaviour, Influencer Credibility, Influencer Authenticity, Influencer Engagement, Brand Perception, Marketing Strategies, BOAT (Indian Audio Brand), Mixed-Method Approach, Quantitative Surveys, Qualitative Content Analysis, Consumer Trust, Brand Engagement, Sales Performance, Social Media Platforms

Analysis of Short Video Marketing and Consumer Purchase Intention

Analysis of Short Video Marketing and Consumer Purchase Intention

Blackpink's Celebrity Endorsement Shapes Global Oreo Purchase Intentions

This research investigates how Celebrity Endorsement and Brand Image influence Purchase Intention for Oreo Blackpink products, with Brand Attitude as a mediator, aiming to fill a gap in understanding consumer behavior in the context of South Korean music group endorsements. Using quantitative techniques and data from 177 respondents who had seen advertisements and purchased Oreo Blackpink products, the study found that Celebrity Endorsement and Brand Image positively and significantly influence Brand Attitude. However, Brand Image did not significantly affect Purchase Intention, while Celebrity Endorsement and Brand Attitude had a positive and significant impact on Purchase Intention. The findings emphasize the importance of celebrity endorsement selection and Brand Attitude in shaping consumer perceptions and purchase intentions, providing insights for marketing strategies in competitive markets targeting emerging demographics. Highlight: Celeb Influence: Key in shaping perception and purchase for Oreo Blackpink. Attitude's Role: Crucial mediator between endorsement, image, and purchase intention. Strategic Insight: Selective endorsement and positive attitude enhance consumer engagement. Keyword: Celebrity Endorsement, Brand Image, Purchase Intention, Brand Attitude, Oreo Blackpink

Understanding the Dynamics of consumer behaviour and purchase intentions for Green Cosmetic Products in North India: A Gender-Neutral Approach

Background The increasing popularity of green cosmetic products among consumers who prioritize skin health, quality, and beauty has driven the production of these products. Growing awareness of harmful toxins in traditional cosmetics is leading consumers to prefer natural alternatives. This study aimed to identify the factors influencing Indian consumers' buying behaviour and purchase intentions toward green cosmetics, focusing on both male and female consumers. Methods To achieve this, a thorough evaluation of the literature from Scopus-indexed journals was conducted, employing the theory of planned behavior as the theoretical framework. The study used Smart PLS 3.0’s structural equation modeling to analyze data and performed a multi-group analysis to explore variations in purchasing intentions and actions between male and female consumers. Results The research indicated an increasing demand for green cosmetics among males in North India. Findings revealed that subjective norms significantly influenced both purchase behaviour and purchase intention. Additionally, perceived behavioural control and subjective norms positively impacted purchase intention, which in turn indirectly affected purchase behaviour. Interestingly, environmental concerns did not influence consumers' actual purchasing intentions or behaviour. The analysis also demonstrated no significant differences between male and female consumers regarding the impact of various factors on their purchase intentions and behaviours. Conclusion These findings provide valuable insights for policymakers and marketing managers aiming to promote green cosmetic product purchase behaviour. Recognizing that subjective norms and perceived behavioural control are crucial drivers of purchase intention and behaviour can help in devising effective marketing strategies. Despite the absence of significant gender differences in the factors influencing purchase behaviour, the increasing interest in green cosmetics, especially among males, highlights a broader market potential for these products. This research underscores the importance of focusing on social and behavioural influences to encourage the adoption of green cosmetics

It Must Be Excellent If an Instagram Star Endorses It, Right? Inquiring About the Parasocial Interactions and Online Purchase Intention

In an era dominated by social media, the power of Instagram influencers on consumer purchase intentions is undeniable and profound. This study explores the complex dynamics between parasocial interactions, influencer credibility, product–influencer congruence, attitude, and consumer purchase intentions in the context of Instagram beauty influencers. Employing a quantitative research approach, an online survey was conducted among 326 female Instagram users who follow beauty influencers. The findings underscore the pivotal role of influencer credibility and product–influencer congruence in shaping consumers’ attitudes and purchase intentions. Furthermore, results reveal that parasocial interactions cultivate feelings of trust and positivity toward influencers, thereby enhancing consumers’ purchasing intentions. A novel contribution of this research lies in the identification of influencer credibility and product–influencer congruence as significant mediators in the relationship between parasocial interactions and purchase intentions. Although the research focuses primarily on beauty influencers on Instagram, the insights gleaned offer critical practical implications for broader influencer marketing strategies, emphasizing the need for influencer authenticity, alignment with endorsed products, and strong parasocial interactions. While limited to Instagram beauty influencers and reliant on self-reported measures, the study suggests a need for further exploration into variables like trust and perceived value.

Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers

Mobile devices have become an integral part of our daily lives, and people use them for numerous activities, including shopping. As a result, businesses must utilize mobile marketing tools to communicate with their customers and offer personalized and differentiated products. Mobile marketing employs various tools such as location-based services, mobile applications, and mobile e-mail to attract customers and stimulate their interest in purchasing a particular product. This research seeks to identify the mobile marketing tools that influence the Iberian consumer's purchase intention. The study collected data through a questionnaire from Iberian consumers using a non-probabilistic convenience sample. The study results showed that a positive attitude towards mobile marketing is a significant factor that influences the purchase intention of a product or service. The study also revealed that location-based services and mobile applications are the most effective tools in creating a favorable attitude towards mobile marketing and, consequently, the intention of Iberian consumers to purchase a product or service. This investigation aims to provide organizations and researchers with know-how on mobile marketing and the Iberian consumer's purchase intention so that they can make better decisions and encourage further research.

The Impact of Social Media and Key Opinion Influencers on Consumer Purchase Intentions in the Fashion Sector

In contemporary times, an extensive social network engulfs everyone in society due to the influence of the internet on our daily lives. These days, social media is not solely a platform for viewing and exchanging content, but it has also turned into a marketplace for purchasing and selling merchandise. Numerous customers explore, gain knowledge about, and make purchases of their preferred items on social media, while numerous brands and producers display, advertise, and sell their merchandise on these platforms. Online streaming purchases through social media platforms are gaining popularity among consumers worldwide. Social media is transforming how companies and brands engage with consumers, particularly millennials. In view of the escalating prevalence of this phenomenon, the present research seeks to explore the influence of content quality and brand interactions on consumer brand awareness and purchase intentions in social media. The research incorporates multiple theoretical and empirical sources from prior literatures on influencer marketing and demonstrates that consumers' brand attitudes and purchase intentions are positively influenced by their attitudes towards fashion influencers and comments on social media.

Market Research on Chinese-style Tea Beverage Brands Using the AISAS Model: A Case Study of Chagee

The segment of Chinese-style tea beverages holds significant importance within the broader tea drink market and is highly favored by consumers. Among these, Chagee stands out as a highly esteemed brand, exemplifying the category’s appeal. This study employs the AISAS model to investigate consumer perceptions, satisfaction, and purchase intentions towards Chinese-style tea beverages, with a particular focus on Chagee. The findings reveal that physical stores are the predominant channel through which consumers become acquainted with brands like Chagee; the brand’s unique taste profile is the most compelling factor for purchases. Although there is a high likelihood of repeat purchases, the inclination to share experiences related to the Chagee brand is comparatively low. Future strategies for Chinese-style tea beverage brands should prioritize health-oriented values to find a balance between taste and wellness, enhance the infusion of Chinese cultural elements, differentiate from competitors, and employ diverse marketing strategies to boost consumer engagement and sharing.

The Impact of Seller Trust in a C2C Platform on Golf Club Purchase Intention and the Interaction Effect of Regulatory Focus.

(1) Background: This study aimed to investigate the influence of seller trust on the purchase intention of consumers of used golf clubs in the context of increasing C2C transactions and further explore the interaction effect of regulatory focus. (2) Methods: Data were collected from 200 participants who had experience purchasing golf clubs through the Carrot Market platform, employing a 2 × 2 experimental design. An independent samples t-test was utilized to examine the effect of seller trust on purchase intention, followed by a two-way analysis of variance to assess the interaction effect of regulatory focus. (3) Results: The results revealed a significant difference in purchase intention based on seller trust, with higher purchase intentions observed when seller trust was high compared to when it was low. Additionally, the interaction effect of regulatory focus was found to be significant in the impact of seller trust on golf club purchase intention. Specifically, when seller trust was high, no significant differences were observed among control focus groups. However, when seller trust was low, promotion-focused consumers exhibited higher purchase intentions than prevention-focused consumers. (4) Conclusions: These findings underscore the importance of seller trust in the context of an expanding market for online second-hand trading platforms.

New Media Advertisement and Subsequent Effects on Purchase Intention of Consumers: An Empirical Study

New Media Advertisement and Subsequent Effects on Purchase Intention of Consumers: An Empirical Study

Research on the Impact of Store Sales Share on Consumer Purchase Intentions in the Catering Industry

Research on the Impact of Store Sales Share on Consumer Purchase Intentions in the Catering Industry

The Influence of Interactivity, Aesthetic, Creativity and Vividness on Consumer Purchase of Virtual Clothing: The Mediating Effect of Satisfaction and Flow

With the rapid global growth of digital fashion, virtual clothing has recently become a hot research topic. However, there is still little literature exploring the mutual influence between virtual clothing design features and consumer purchase intentions. This study delves into the dynamic relationship between virtual clothing design attributes and consumer purchase tendencies, seeking to foster a balanced development of the virtual clothing industry. Following a literature review, this study formulated a theoretical model that includes seven key latent factors: Interactivity, Aesthetic, Creativity, Vividness, Satisfaction, Flow experience, and Purchase Intention. Anchored in the Stimulus-Organism-Response (SOR) paradigm, the study conducted offline trials where respondents tried on virtual clothing using AR as a stimulus, carefully examining data from 295 respondents. The analysis shows that while Interactivity and Aesthetics significantly increase the likelihood of consumer purchases, Creativity and Vividness lack a direct and substantial impact on this intent. Satisfaction and Flow experience are important mediating variables that profoundly influence the purchasing decisions for virtual clothing. The findings of this study provide new insights into virtual clothing design and marketing strategies, emphasizing the importance of optimizing user interaction and Aesthetic experiences in enhancing consumer purchase intentions.

Fashion clothing interest and purchase intention of young women consumers of India.

The study of consumer purchase behavior is important to understand the consumer purchase pattern, quantity and motivations of purchase. This research therefore tries to understand the role of socio-psychological factors and gender schema in determining the fashion clothing interest, and purchase motivation of emerging adult women consumers of India. Responses tabulated through a self-administered questionnaire from 200 women consumers aged 18-24 across India, were analyzed using structural equation modeling and Hayes's (2017) macro process to establish clothing uniqueness, self-concept, brand image, word of mouth and perceived quality as antecedents of women's fashion clothing interest resulting in positive purchase motivation with price consciousness acting as a moderator between both. The resulting model depicts a significant positive relationship between clothing uniqueness, self-concept and brand image on emerging women consumers clothing interest, while the interaction of word of mouth and perceived quality was not significant on clothing interest. Hayes's analysis described a significant moderating role played by price consciousness on young women clothing interest and purchase intention with price consciousness dampening consumers purchase intention despite having a clothing interest. The output of the study highlights the predictor of clothing interest for young women consumers in an area not well defined until now an will enable brands to establish business strategies to gain patronage and brand loyalty of young emerging generation Z consumers in emerging economies accordingly

The Impact of AI Generated Advertising Content on Consumer Buying Intention and Consumer Engagement

This Study explores the difference between human generated advertising content and the AI generated Advertising content and this research explore the impact on AI generated advertising content on consumer engagement and consumer buying behavior. Qualitative approach used to unveil the perception about AI Generated Advertising content in the perspective of Marketers and AI experts and answer that what is different in humanly created advertising content and Ai generated advertising content. This study elaborates the impact of AIGAC on brands sales volumes and competitive edges. Researcher conducted interviews of marketers and creative directors to explore the phenomenon in their expert opinion. The research work highlights the importance of this emerging tool in industry and its contribution in brand building process specially brand communication strategies. This study discusses the abilities and accuracy of AI in Advertising particularly when we talk about human feelings and emotions. Finally, consumer perception about AI also concluded this study. Researcher found AI generated advertising content more effective than the humanly generated advertising content for Consumer Engagements and Consumer Buying Behavior. AI create more balanced and vibrant combinations in creativity of ads. Researcher finds that AI generated Advertising content will boost sales due to its high appeal of creativity. This study will provide direction to the practitioners for their future strategies regarding brand building, brand communication and Sales strategies. Future researches can get guidelines for their thematic researches.

Exploring the Relationship Among Service Satisfaction, Motivation and Purchase Intention in Malaysia’s Online Banking

Customer satisfaction plays a vital role in service marketing, especially for online banking, due to the advancement of technology and the ease of online banking transactions. Recent studies have found that consumer motivation is crucial in capturing customer value and trust. Consumer motivation will affect consumer purchase intention. However, the scarcity of empirical evidence has inspired researchers to examine the relationship between consumer motivation, perceived service satisfaction, and purchase intention simultaneously in Malaysian online banking. Thus, the role of service satisfaction as a mediating variable in the relationship between consumer motivation (information influences, consumption patterns, and consumer involvement) and purchase intention was discussed in this paper. Data were collected from 250 online banking users through a self-directed questionnaire. All the data has been analyzed using partial least squares structural equation modelling (PLS-SEM). Findings confirmed the significant relationship between consumer motivation, perceived service satisfaction, and purchase intention. The results also indicated that perceived service satisfaction fully mediates the relationship between consumer motivation and purchase intention. Managerial implications were provided to guide online banking service providers on effective ways to retain their users through consumer motivation.

Relationship between the Characteristics of e-Commerce Live Streaming and Purchase Intentions: Moderating Effect of Hedonistic Shopping Value

E-commerce live streaming has experienced a significant and rapid increase in recent years, establishing itself as a vital catalyst for the growth of the e-commerce business. This research delves into the influence of e-commerce live streaming attributes, namely, authenticity, interactivity, and entertainment, on consumers' purchase intentions. It is based on the Stimulus‒Organism‒Response (SOR) theory and focuses on customer flow experience and hedonic shopping value. To evaluate the study model, the authors gathered survey data from 360 live streaming e-commerce customers and used structural equation modeling. The results indicate that client purchase intentions in e-commerce live streaming are positively influenced by authenticity, interactivity, and entertainment. Authenticity, entertainment, and interaction all contribute to enhancing consumers' flow experience in e-commerce live streaming, with interactivity being the most influential factor. The phenomenon of flow experience has a beneficial impact on the purchasing intentions of clients engaged in e-commerce live streaming. The flow experience serves as an intermediary between the characteristics of e-commerce live streaming and consumers' intentions to make purchases. Hedonic shopping value affects the relationship between the flow experience and the customer's intention to make a purchase. Put simply, when customers have a strong perception of the pleasure they derive from shopping, their intention to make purchases becomes more profound when they are influenced by the state of flow. This study not only contributes to the body of knowledge regarding the correlation between the attributes of e-commerce live streaming and consumer receptiveness, but it also provides businesses and platforms that utilize e-commerce live streaming with actionable recommendations. By improving the content design of live streaming features in e-commerce, customer engagement and immersion are significantly enhanced, establishing a foundation for increasing consumer purchase intention. Doi: 10.28991/ESJ-2024-08-03-018 Full Text: PDF

The Effect of Environmental Awareness, Sustainable Corporate Image, and Green Product Price on Consumer Purchase Intention in Indonesia

This quantitative study examines the relationship between customer purchase intention in Indonesia and environmental awareness, sustainable company image, and green product costs. Likert scale items were used to measure the dimensions in a survey with 279 Indonesian consumers as a sample. Regression analysis was performed on the data using SPSS version 26. The findings showed a strong positive correlation between customer purchase intention, green product price, sustainable company image, and environmental awareness. In particular, customer purchase intention was positively influenced by more environmental awareness and good opinions of business sustainability. Furthermore, Indonesian customers showed a readiness to pay more for environmentally friendly goods. Businesses and legislators seeking to encourage sustainability and ecologically conscious customer behavior in Indonesia should take note of these findings.

TikTok affiliate marketing: Factors influencing purchase intention of young professional consumers in Santa Cruz, Occidental Mindoro

TikTok affiliate marketing: Factors influencing purchase intention of young professional consumers in Santa Cruz, Occidental Mindoro

THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON GENERATION Z'S PURCHASE INTENTIONS IN THE COSMETIC AND SKINCARE INDUSTRY

Influencer marketing, the practice of analyzing, identifying, and endorsing beauty influencers who represent the brand's clientele, is a contemporary trend in the digital landscape across several social media platforms, providing firms with the possibility to promote through social media influencers. The researchers conducted a quantitative analysis utilizing Pearson Product Moment Correlation to assess the effectiveness of social media influencers in the cosmetics and skincare industry on the purchase intentions of Indian consumers. This research is unique since it focuses on the rapidly developing and rising cosmetic and skincare sector within the Indian market. This study is distinguished by the lack of research in India, where social media influencers are integral to brand marketing and advertising strategies. The research has identified four primary hypotheses. The influencing elements for Generation Z Indian consumers encompass Trust, Perceived Credibility, Perceived Image, and Brand Attitude. The data collected indicates that all hypotheses had a strong link and positive association with purchasing intention.