Consumer Purchase Intention Research Articles

The influence of endorser credibility and brand credibility on consumer purchase intentions: Exploring mediating mechanisms in the local apparel sector

The influence of endorser credibility and brand credibility on consumer purchase intentions: Exploring mediating mechanisms in the local apparel sector

AI or human: How endorser shapes online purchase intention?

Digital presence is increasing on social platforms, and increasing numbers of companies have begun to invite virtual influencers to endorse their products. However, the question of whether AI endorsers can completely replace real humans is a challenging one. Therefore, in this study, we attempt to identify the differences in consumer purchase intention between consumers of products promoted by AI endorsers versus real human endorsers. In two studies, we found that AI endorsers effectively stimulated consumers' purchase intentions when recommending search products. For experience products, the marketing effect of a real human celebrity endorser is better, however, and consumers' purchase intention is stronger. Perceptions of congruency mediate the interaction of endorser and product type on consumers' purchase intention; self-image congruency mediates the influence of AI endorsers on consumers' purchase intention for search products. Moreover, functional congruency mediates the influence of celebrity endorsers on consumers' purchase intention for experience products. This paper is helpful for companies to encourage them to consider the role of different product attributes and adopt more appropriate strategies to maximize the effect of endorsement marketing strategies.

Research on the Impact of New Energy Vehicle Companies’ Marketing Strategies on Consumers’ Purchase Intention

With the rapid advancement of battery technology and the demand for environmental sustainability, new energy vehicles (NEVs) are becoming more and more popular. This research paper delves into the impact of marketing strategies employed by new energy vehicle companies on consumers’ purchase intentions. This paper begins by highlighting the unique benefits of NEVs, such as energy efficiency, environmental friendliness, and improved driving experience. Then, this research identifies gaps in existing research, particularly the lack of micro-market demand data and systematic empirical analyses of consumer purchase intentions for NEVs. The paper employs a quantitative analysis approach grounded in marketing theory to address these gaps and examine the relationship between NEV companies’ marketing strategies and consumers’ purchase intentions. The research design involves a questionnaire survey based on the 4C marketing theory, focusing on consumer demand, cost, communication, and convenience. The survey targets potential NEV buyers and car owners, and 247 valid responses were analyzed. The results reveal that various factors, including the price and environmental performance of NEVs, non-fiscal policies, vehicle performance, and consumer attributes such as education level and environmental awareness, influence consumers’ willingness to purchase NEVs. This study also employs structural equation modeling to explore the correlations between different issues and identifies three main factors: basic car needs, new energy needs, and consumer subjective perception. Lastly, the study concludes that while NEV companies have made significant strides in marketing strategies, there is still room for improvement. We suggest that companies should offer competitive pricing, enhance vehicle performance, and address consumer concerns to boost purchase intentions.

The influence of electronic word of mouth on green cosmetics purchase intention: evidence from young Vietnamese female consumers

PurposeThis study aims to examine the direct and indirect influence of electronic word of mouth (eWOM) on green cosmetics purchase intention of young Vietnamese female consumers through health concern, environmental concern and the theory of planned behavior (TPB) factors.Design/methodology/approachData were collected from a survey of Vietnamese young female consumers that were analyzed using a partial least squares structural equation modeling.FindingsThe results reveal that eWOM has a direct effect on consumers’ purchase intention of green cosmetics. Among TPB factors, attitude was a greater influential predictor of purchase intention than subjective norms. However, the influence of perceived behavioral control on purchase intention was not supported. There were significant indirect effects of eWOM on purchase intention through the mediation of health concern, environmental concern and attitude.Practical implicationsTherefore, the findings of this study are relevant for marketers and managers as they provide valuable insights into understanding the motivational factors of consumers’ green cosmetics purchase intention. The results highlighted that eWOM could increase young female consumers’ environmental concern and health concern, which, in turn, influence a positive attitude toward green cosmetics. Hence, eWOM is a powerful vehicle for environmental and health messages; also, it can be an important channel of sensitization toward environmental and health issues and motivation of proenvironmental behavior and healthy lifestyle.Originality/valueThe study contributed to the literature by confirming the utility of the TPB model in predicting young women’s green cosmetics purchases in the context of Vietnam, an emerging market, which has largely been overlooked in the literature. The findings show that eWOM has a direct influence on green cosmetics purchase intentions of young Vietnamese female consumers and indirectly eWOM through health concern, environmental concern and two TPB factors (attitude and subjective norms).

The effect of review quality on purchase intention in cross-border e-commerce: The case of Hungary

AbstractThis study investigates the impact of review quality (a situational stimulus) on consumers' risk perception and purchase intention in cross-border e-commerce based on the Stimulus-Organism-Response (SOR) model. In doing so, quantitative research involving 400 Hungarian respondents was performed. The data were analysed using composite-based structural equation modelling (SEM). The study concludes that an experience created through highly qualified online reviews of previous consumers has a significant effect on mitigating consumers' risk perception while increasing their purchase intentions. The study also differentiates two aspects of risk, including perceived risk and affective risk, and reveals the two-fold mechanism of the decision-making journey. These results enrich the existing literature by supporting the use of the SOR model and introducing review quality as a situational stimulus to explain consumers' risk perception and purchase behaviours in cross-border e-commerce. Additionally, the study also provides valuable guidance in website design that can stimulate purchasing while lowering online perceived risk.

Investigating Factors Affecting the Purchase Intention in Petroleum Stations Implementing Sustainable Practices: A Pro-Environmental Behavior Approach with a Consideration of Sustainable Initiatives Knowledge

The application of sustainability practices has become one of the key drivers to gaining a favorable stand in the market. However, petroleum companies are hesitant with its implementation due to the perceived negative financial impact. This study was conducted to determine the purchase intentions of consumers from petroleum stations implementing sustainability practices by utilizing the pro-environmental planned behavior (PEPB) framework. The research utilized an online questionnaire with 400 respondents who have been a petrol station customer. The data were examined with a higher-order construct using partial least squares structural equation modelling (PLS-SEM). The findings showed a positive relationship between variables and revealed that economic concern, subjective norms, perceived behavioral control, economic factors, and sustainable knowledge significantly influenced customers’ intention to purchase goods and services from a petrol station adopting sustainability practices, while attitude was found to have no direct significant impact on customers’ intention. The results of this study adds value to the potential increase in PEPB understanding and consumer behavior and may be beneficial for petroleum companies as the basis for managerial decisions regarding the implementation of sustainability practices or initiatives towards adopting the concept of “green stations” and consumer preferences to attract purchase intentions.

Research on consumers' purchase intention of cultural and creative products-Metaphor design based on traditional cultural symbols.

Chinese traditional cultural symbols possess great aesthetic and cultural value, and are widely utilized in product design. In this study, we explore the relationship between metaphor design based on traditional cultural symbols, customer experience and cultural identity, and further estimate how these three variables stimulate consumers' perceived value to generate consumers' purchase intention. Based on existing traditional cultural literature and Stimulus-organism-response theory (SOR), we proposed a theoretical research model to characterize the relationship among metaphor design based on traditional cultural symbols, customer experience, cultural identity, perceived value and consumers' purchase intention. A research survey was conducted and 262 questionnaires were collected in total with 241 valid. We used Smart PLS graph version 3.0 for data analysis. Results indicate that the cognition of metaphor design based on traditional cultural symbols and customer experience has a direct and significant impact on the emotional value thereby, eliciting consumers' purchase intention, metaphor design based on traditional cultural symbols is directly and indirectly (i.e., through customer experience or perceived value) positively associated with consumers' purchase intention, also customer experience is directly and indirectly (i.e., through perceived value) associated with consumer purchase intention, cultural identity mediates the indirect effect of customer experience and perceived value on purchase intention, the moderating role of cultural identity between customer experience and perceived value is not significant. Our findings help to expand the existing literature on consumer purchase intentions by rationally using traditional cultural symbols in the product metaphor design.

STUDY OF THE IMPACT OF BRAND AWARENESS OF ENTERPRISES IN THE LEISURE SNACK INDUSTRY ON CONSUMER PURCHASE INTENTIONS: USING PRODUCT EXPECTATIONS AS THE MEDIATING VARIABLE

With rapid economic growth, enterprises in the leisure snack industry have entered a phase of rapid development. Nowadays, it is crucial for leisure snack companies to focus on factors influencing consumer purchase intentions in order to better develop their businesses. When consumers make a purchase decision, factors such as brand awareness have an impact on their willingness to buy, extending beyond the influence of the product itself. Additionally, the internet's development has integrated online shopping into consumers' lives. Due to the inability of online consumers to physically interact with products, there are differences in how consumers perceive product brands. This study aims to investigate the influence of brand awareness, consumer purchase intentions, and product expectations in the leisure snack industry under two purchase scenarios: online and offline. We will test the hypotheses through a literature review, collect data using surveys, and validate the results using SPSS. The research findings indicate that, in both online and offline purchase scenarios, brand awareness of leisure snack companies positively influences consumers' purchase intentions. Specifically, in both online and offline settings, aspects of brand awareness such as "brand recognition, brand recall," and "brand distinctiveness" all have a positive impact on consumer purchase intentions. In the leisure snack industry, product expectations play a mediating role between brand awareness and consumer purchase intentions.

Exploring the effects of audience and strategies used by beauty vloggers on behavioural intention towards endorsed brands

Influencer marketing has become a potent and dynamic force in the digital age, changing the face of marketing in a variety of sectors. Even though social media influencers are still important in corporate communication strategies, there are still unresolved issues concerning what exactly makes an influencer powerful and how that influence impacts the behaviour of their followers. This research investigates the role of interactional elements used by beauty vloggers on the purchase intentions of consumers. In addition to the influence of beauty vloggers, there are inherent aspects that impact consumer purchasing behaviour. The present study also examines the impact of audience characteristics in forming consumer attitudes towards beauty vloggers that result in shaping favourable consumer behaviour. The study was carried out on individuals aged 16 to 45 years, who use social platforms regularly. Data obtained from 367 respondents from North India was analysed using structural equation modelling with the SmartPLS software. The outcome of the study demonstrates that interactional elements used by beauty vloggers impact the behaviour of consumers. The results also showed that perceived influence serves as a partial mediator in the relationship between interactional elements and consumers’ purchase intention. Moreover, findings indicate that when consumers hold favourable attitudes towards beauty vloggers, the impact of self-concept and personality congruence enhancement on consumer behaviour is amplified, showcasing the mediating role of consumer attitude. The study’s findings offer insights that can assist industrial marketers and cosmetic company practitioners in strategically selecting influencers to boost sales.

Purchase Intention of Z-Generation Consumers towards Traditional Cultural Products

With the continuous evolution of society and culture, the purchasing inclination of the new generation of consumers towards traditional cultural products has undergone significant changes. Despite in-depth research by domestic scholars on variables such as traditional cultural elements and flow experience, their actual impact in the modern consumer market has not received sufficient attention. This study, aiming to explore the intrinsic connection between traditional cultural elements, flow experience, and purchase intention of Z-generation consumers, takes flow experience as a mediator and purchase intention as the dependent variable. Through in-depth analysis of questionnaire survey data using SPSS 26.0 software, this paper confirms the significant positive impact of traditional cultural elements on purchase intention and reveals the mediating role of flow experience in this process. The research results indicate that as the main force of the new generation of consumers, Z-generation consumers deeply identify with and love traditional cultural elements, preferring to purchase products incorporating these elements and experiencing the joy of flow experience during use. This provides new opportunities for the development and application of traditional cultural element products in modern society. Based on this, this paper proposes a series of strategic recommendations, including integrating traditional cultural elements into product design, enhancing consumer participation, and blending traditional culture with modern consumption trends through innovative means to meet the needs of Z-generation consumers.

A feature extractor for temporal data of electronic nose based on parallel long short-term memory network in flavor discrimination of Chinese vinegars

Volatile flavor is a key indicator of food quality which can directly affect consumer preference and purchase intention. Electronic nose is considered as a promising intelligent sensory analysis tool for food flavor assessment, however, extracting effective features from the gas sensor array is still a major challenge, which largely determines the performance of subsequent classifiers. Here, a parallel long short-term memory (LSTM) network is proposed as a feature extractor for automatically extracting features from the whole time series of sensor responses in flavor discrimination of five Chinese vinegars. The network was trained by the temporal data from the sensor array and yielded different feature patterns corresponding to different vinegars, which were then fed to other conventional classifiers for pattern recognition. We also evaluated the influence of the extracted feature dimension that is related to the dimension of the hidden state of the LSTM layer on the classification performance. The results indicate that a larger dimension of extracted feature is unnecessary for promoting classification accuracy, instead, the optimum dimension 4 of the hidden state gives the highest accuracy of 95.8% in this application under the softmax evaluator. Moreover, much higher accuracies were obtained when combined with other sophisticated classifiers such as support vector machine. The results demonstrate that the proposed network is competent to extract features directly and automatically from the temporal data of the electronic nose.

The Impact of Online Reviews on Consumers’ Purchase Intentions: Examining the Social Influence of Online Reviews, Group Similarity, and Self-Construal

Consumers often rely on evaluations such as online reviews shared by other consumers when making purchasing decisions. Online reviews have emerged as a crucial marketing tool that offers a distinct advantage over traditional methods by fostering trust among consumers. Previous studies have identified group similarity between consumers and reviewers as a key variable with a potential impact on consumer responses and purchase intention. However, the results remain inconclusive. In this study, we identify self-construal and group similarity as key factors in the influence of online review ratings on consumers’ purchase intentions. We further investigate the role of consumers’ self-construal in shaping consumers’ perceptions of online reviews in terms of belongingness and diagnosticity. To test the hypothesis, we conducted a 2 (online review rating) × 2 (group similarity) × 2 (self-construal) ANOVA on 276 subjects collected through Amazon Mechanical Turk (MTurk), and contrast analysis and PROCESS macro model 12 were used for the interaction effect analysis and moderated mediation analysis. Our findings reveal that consumers with an interdependent self-construal are sensitive to both review ratings and group similarity with regards to their purchase intentions. They demonstrate a positive purchase intention when both group similarity and online review ratings are high. However, their purchase intention is not influenced by review ratings when group similarity is low. Conversely, consumers with an independent self-construal exhibit a more positive purchase intention when the online review rating is high, irrespective of group similarity. Additionally, our study highlights the mediating roles of perceived diagnosticity and belongingness in the relationship between online review ratings, group similarity, self-construal, and purchase intentions. Results show significant indirect effects for perceived diagnosticity and belongingness, meaning that the impact of online review ratings on purchase intention is mediated by these two variables. The outcomes of our research offer theoretical and practical implications concerning online reviews and suggest new avenues for future research in the area of online consumer behavior.

Investigating the Impact of Product Quality, Price Sensitivity, and Brand Reputation on Consumer Purchase Intentions in the FMCG Sector

This research investigates the intricate dynamics influencing consumer purchase intentions within the fast-moving consumer goods (FMCG) sector, focusing on the impact of product quality, price sensitivity, and brand reputation. A quantitative research design was adopted, with data collected from a sample of 500 respondents through an online survey. Descriptive statistics, correlation analysis, regression analysis, and ANOVA were employed to analyze the data comprehensively. The findings reveal a strong positive correlation between perceived product quality and consumer purchase intentions, emphasizing the importance of maintaining high-quality standards. Price sensitivity was found to negatively impact purchase intentions, highlighting the need for strategic pricing strategies. Brand reputation emerged as a significant predictor of purchase intentions, emphasizing the enduring value of strong brand equity. Demographic analyses identified distinct target segments based on age and income levels. The study contributes valuable insights for FMCG companies in developing tailored marketing strategies and enhancing market competitiveness.

Analysis of Marketing Mix Implementation on Purchasing Decisions for Skintific Skincare Products (Survey of the Community in Jabodetabek)

This research investigates the impact of marketing mix implementation on purchasing decisions for Skintific Skincare Products among consumers in the Jabodetabek region. A quantitative research design was employed, surveying 200 respondents to gather insights into consumer preferences, brand perceptions, pricing influences, and marketing mix synergies. Results indicate that product quality and competitive pricing emerged as significant determinants of consumer satisfaction, brand loyalty, and purchase intention. Furthermore, correlations between marketing mix elements such as product quality, pricing, distribution channels, and promotional activities underscored their collective influence on consumer behavior and brand positioning. The findings offer strategic recommendations for Skintific to enhance market performance, sustain competitive advantage, and drive long-term success in the skincare industry.

Social media marketing and customer purchase intention: Evidence-based bibliometrics and text analysis

The rapid proliferation of social media platforms has sparked heightened interest among businesses seeking to leverage them to enhance customer purchase intentions. Consequently, there has been a surge in research exploring the intersection of social media marketing and consumer behavior. However, gaps persist regarding the primary themes within this research domain. This study analyzes 282 research papers spanning from 2012 to 2022, sourced from the Web of Science Core Collection, focusing on social media and customer purchase intentions. Leveraging Latent Dirichlet Allocation (LDA) commands in STATA and VOSviewer software, the study investigates emerging trends and prevalent themes, visualizing the dataset. The findings indicate a notable increase in research output, particularly from developed countries, with significant collaboration between developed and developing nations. Moreover, the study identifies five principal research topics: 1) the impact of social media marketing on consumer purchase intention, 2) the consequences of online brand communities on purchase behavior, 3) factors influencing consumer purchase intention, 4) influencer effects on purchase intention, and 5) social media advertising and marketing strategies. Future inquiries should delve into various factors shaping customer purchase intentions, including the role of influencers, word-of-mouth dynamics, and advertising strategies while considering the diverse cultural contexts across different regions. This comprehensive analysis provides valuable insights for researchers and practitioners alike, guiding future endeavors in understanding and harnessing the power of social media in consumer decision-making processes. AcknowledgmentsGiang Hai Ha was funded by the Master, PhD Scholarship Programme of Vingroup Innovation Foundation (VINIF), code VINIF.2022.TS030.

Do luxury brands have to trade off for sustainability?

ABSTRACT In today’s global landscape, sustainability emerges as a paramount concern for both individuals and businesses worldwide, including Vietnam. Vietdata reports that luxury distribution and trading enterprises in Vietnam saw a 67% revenue gain to about 25,000 billion copper from 2021. Twelve companies selling 34 luxury brands including Louis Vuitton, Chanel, and Dior generated this data. Thus, luxury sector stakeholders may be interested in Vietnamese consumers’ tastes and purchase behavior, which local research rarely examines. This study explores how sustainability and high-end fashion intersect to meet consumer tastes that increasingly prioritize sustainability in purchase decisions. Despite this trend, the research scrutinizes nuanced reactions when juxtaposing sustainability with luxury. Investigating the influence of factors like exclusivity, conformity, hedonic value, and attitude on the purchase intentions of Vietnamese luxury consumers toward sustainable fashion brands, the study surveyed around 300 luxury consumers in HoChiMinh City. Utilizing PLS-SEM for analysis, findings underscore the pivotal role of attitude in driving intention towards sustainable high-end fashion, followed by hedonic value, exclusivity, and conformity. This exploration aims to guide luxury brands in navigating the sustainability-traditional luxury dichotomy, offering theoretical and practical insights and profiling potential influential customers in sustainable high-end fashion.

Examining the impact of pharmacist professionalism and celebrity endorsers on dietary supplement purchase intention: the moderating role of product knowledge

PurposeThis study aims to explore how consumers’ purchase intentions concerning dietary supplements are affected by two pivotal factors: pharmacist professionalism and celebrity endorser attractiveness. In addition, this study investigates the moderating role of consumers’ awareness of product knowledge about dietary supplements in the relationship between brand trust and purchase intention.Design/methodology/approachThe research data was collected through online questionnaires from a convenience sample of 340 individuals residing in Taiwan. The research model, consisting of four hypotheses, was formulated based on a literature review. The partial least squares structural equation modeling technique was used for data analysis.FindingsThe findings indicate positive effects of both pharmacist professionalism and celebrity endorser attractiveness on dietary supplement brand trust. The results also suggest a significant impact of brand trust on purchase intention. Finally, product knowledge significantly moderates the relationship between brand trust and purchase intention.Practical implicationsThe findings from this study provide valuable insights for marketers, pharmacists and practitioners about the drivers of consumers’ dietary supplement purchase behavior. It will enable marketers to develop better strategies for the dietary supplement market segment.Originality/valueThis paper has made a significant contribution to the understanding of consumer buying intentions toward dietary supplements, addressing a gap in the literature. First, unlike previous research, this study considers both pharmacist professionalism and celebrity endorser attractiveness in the research model, effectively bridging this gap. Furthermore, this study identifies the pivotal role of brand trust as a critical factor in enhancing consumers’ purchase intentions toward dietary supplements, offering valuable insights for dietary supplement companies regarding consumer purchase decision-making.

Not all consumer-generated images are attractive and persuasive: A heuristic cue perspective

This study explored how the features of consumer-generated images (CGIs) influence consumers' attention and purchase intention in both browsing and buying stages of online shopping, as well as the mediation of these effects. We consider the common features of image reviews (e.g. brightness, clarity, product displaying proportion and consistency) as heuristic cues evaluated by consumers. We posit that image brightness, clarity and product displaying proportion are product irrelevant cues associated with CGI attractiveness in the browsing stage, whereas product consistency is a product relevant cue associated with CGI attractiveness and purchase intention during the buying stage. Eye-tracking experiments with 127 undergraduates using Parka products support our hypotheses. The results indicate a positive correlation between the quality of product-irrelevant cues and CGI attractiveness in browsing, and a similar positive association with product-relevant cues during buying. The results also show that both product relevant and irrelevant cues are positively associated with consumers’ purchase intention, mediated by eliciting emotional arousal rather than visual attention. This study extends the literature by shifting the focus from assessing the overall aesthetic quality of CGIs to the importance of specific features in different online shopping stages. The study provides important implications for e-commerce platforms to strategically encourage users to submit CGIs that maintain consistency with the merchant-provided images and exhibit high image quality attributes such as brightness and clarity. Future research should explore CGIs across different product types to understand their varying roles.

Influence of Chatbot on Consumer Purchase Intention

This research explores the intricate relationship between chatbot interactions and consumer behaviour in online service delivery and decision-making processes. The study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews, to investigate the impact of chatbots on purchase intention. Through a comprehensive sampling strategy targeting diverse online shoppers, the research aims to provide insights into various aspects of chatbot interactions across different demographic groups and product categories. Analysis tools such as Pearson correlation coefficients and significance testing reveal nuanced relationships between variables, highlighting factors influencing consumer perceptions and behaviour regarding chatbots. Findings suggest that age plays a role in the perceived need for assistance with chatbots, emphasizing the importance of demographic considerations in understanding user experiences. Overall, this research contributes valuable insights into optimizing chatbot functionalities to enhance consumer trust, satisfaction, and purchase intention, paving the way for more personalized and effective chatbot experiences in diverse cultural contexts. Keywords: Chatbots, Purchase Intention, Consumer Behavior, Online Service Delivery, Trust, Transparency, User Expectations, Cultural Considerations, Interactivity, User Control, Design Elements, Customer Satisfaction

How brand familiarity affects green product purchase intention: The moderating role of streamers’ environmental knowledge

Many companies have begun promoting green products through live-streaming to attract consumers. However, existing literature has not focused adequately on this issue. This study examines the green perceived value as a potential mediator between consumer brand familiarity and purchase intention (Study 1). It also explores the moderating role of streamers’ environmental knowledge (Study 2). The results show that streamers’ environmental knowledge positively influences the effect of low brand familiarity on consumers’ green perceived value. For high brand familiarity, however, the streamers’ environmental knowledge has no significant effect on a product’s green perceived value. In addition, green perceived value positively affects purchase intention. These findings provide valuable insights for companies and live-streaming platforms to optimize green marketing strategies.