Product Purchase Intention Research Articles

Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam

This study investigates the impact of ethical marketing practices and health consciousness on consumer attitudes and purchase intention for cosmetic products in Vietnam. A self-administered survey was conducted in August 2023 to collect data for our study. We received 250 valid responses after four months. SPSS software version 20 was employed for data analysis. Results showed that among three factors that affect consumer attitude, health consciousness played the most critical role, followed by product fairness and price fairness. Moreover, the attitude was confirmed in our study to affect the purchase intention of Vietnamese cosmetics consumers significantly. Our findings implied that cosmetic companies should tailor ethical marketing strategies to meet the preferences of Vietnamese consumers and boost their purchase intention.

인지욕구에 따른 희소성 메시지가 여행상품 구매의도에 미치는 영향 : 시간한정 및 인원한정 가격할인을 중심으로

This study aimed to examine how scarcity messages influence travel product purchase intentions and how the impacts were moderated by consumers' high or low need for cognition. The two types of scarcity messages were presented, one with time-limited price discounts and the other with limited-person price discounts. The results of the experiment were as follows. First, the low need for cognition group showed higher purchase intentions when the time-limited scarcity message featured a longer time limit, whereas the high need for cognition group showed higher purchase intentions when the time-limited scarcity message suggested a shorter time limit. Second, the group with a low need for cognition showed higher purchase intentions when limited-person scarcity messages featured a small number of eligible people, whereas the group with a high need for cognition showed higher purchase intentions when limited-person messages suggested a large number of eligible people. Third, the purchase intentions of the low need for cognition group were higher when limited-person scarcity messages were present than limited-time scarcity messages, whereas the high need for cognition group was more reactive to limited-time scarcity messages than limited-person scarcity messages. Furthermore, the interaction effect between the need for cognition and scarcity messages was significant. These experimental results may provide strategic implications for sales promotion activities, specifically in regard to the types of scarcity messages that travel and tourism service companies should utilize to strengthen purchase intentions.

Blockchain for sustainable consumption: an affordance and consumer value-based view

PurposeThere is little empirical evidence on how blockchain affordances may encourage consumers to make sustainable choices. Thus, this paper examines how blockchain affordances affect consumers’ sustainable consumption.Design/methodology/approachWe focus on three blockchain affordances: transparency, traceability, and immutability in this paper. By integrating the affordance lens and theory of consumption values (TCV), we develop a research model wherein we posit that blockchain affordances influence several consumption values, which then affect consumers’ intention to purchase sustainable products. In the study, we designed a scenario and user interface for a novel blockchain-based app for sustainable consumption in the context of the fashion industry and surveyed 295 European consumers to examine the study’s research model. We then analyzed the collected data using the partial least squares technique.FindingsThe results show that blockchain affordances positively affect consumption values, including efficiency, social impression, trust, and sustainability information clarity. In turn, these values influence the consumers’ purchase intention of sustainable products. Additionally, our post hoc analysis shows that these consumption values fully mediate the effect of blockchain affordances on consumers’ purchase intention, where trust and sustainability information clarity is found to have a higher impact.Originality/valueEmpirical research studies focusing on understanding blockchain’s effect on sustainable consumption values have been limited in prior literature. This study, drawing on the affordance lens, proposes distinct blockchain affordances and empirically validates their impact on consumers’ sustainable purchase intention. By integrating TCV, it highlights the mediating mechanism that drives blockchain’s impact on consumers’ purchase intention. We empirically identify the values that mediate the effects of blockchain affordances on consumers’ purchase intention; further, we discuss implications for research and practice based on the study findings.

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.

Understanding the role of social media influencers’ personal and content characteristics in affecting consumers’ intentions to purchase

ABSTRACT This study attempts to determine factors influencing consumers’ purchase intentions for products endorsed by social media influencers (SMIs) using the theory of planned behaviour as the base theory. Specifically, it aims to examine how SMIs’ personal and content characteristics impact consumers’ attitudes towards purchasing these endorsed products. A total of 217 data were collected from social media users by means of a survey method. Partial least square structural equation modelling is employed to verify the proposed hypotheses. The study shows that attitudes, subjective norms, and perceived behavioural control have a significant positive influence on purchase intentions. Furthermore, trustworthiness, creativity, and design quality have a significant influence on attitudes. However, attractiveness, expertise, and information quality have no significant influence on attitudes. This is one of the very few studies to examine consumers’ purchase intentions from two different perspectives based on SMIs’ personal and content characteristics integrating the theory of planned behaviour.

Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions

China’s live streaming boom has led to mukbang live streaming as a unique food marketing tool. Hosts interact with viewers by tasting and showcasing diverse cuisines in real time. This form of mukbang live streaming has recently been utilized to promote and sell green agri-food products. However, in-depth research into how mukbang live streaming affects the purchase intention for green agri-food products and the underlying mechanisms remains scant. We developed a theoretical model based on stimuli–organism–response theory to explore the impact mechanism. Data was collected via a survey of 455 users from agriculture-related live streaming platforms and analyzed using structural equation modeling with partial least squares. The study found that professional recommendation, audiovisual experience, and social interaction enhance consumers’ perceived utilitarian value; green advocacy, audiovisual experience, and social interaction positively affect consumers’ perceived social value. Both perceived utilitarian value and perceived social value positively affect the intention to purchase green agri-food products. Additionally, we used importance-performance map analysis to compare the model’s effects with latent variable averages, revealing each factor’s importance and performance. The findings offer new insights and recommendations for agri-food marketing strategies, particularly in enhancing consumer behaviors towards green agri-food products, aiding suppliers and mukbang live streaming platforms in more effectively promoting these products.

Purchase Intention and Attitude Toward Community Products in Sing Buri Province: The Role of Perceived Authenticity from Local Wisdom for Sustainable Economic Growth And Reduced Inequalities

Objective: This comprehensive research aims to study the factors contributing to constructing a structural equation model for marketing, providing a reliable foundation for promoting consumers’ purchase intention towards community products in Sa Chaeng Subdistrict, Bang Rachan District, Sing Buri Province: The Role of Perceived Authenticity from Local Wisdom for Sustainable Economic Growth and Reduced Inequalities. Method: The study synthesizes relevant factors from a literature review, identifying key components in the structural equation model, including perceived authenticity of the product, attitudes towards the product, and the level of purchase intention. The study employs the structural equation modeling process for analysis and hypothesis testing. The study population comprises potential consumers interested in local community products and general consumers. Data was collected using a questionnaire, with a total sample size of 400 participants. Results: The study results indicate that the structural equation model aligns with empirical data (CMIN/df = 3.448, GFI = 0.955, NFI = 0.961, RFI = 0.915, IFI = 0.972, TLI = 0.958, CFI = 0.972, RMSEA = 0.078). Conclusions: Hypothesis testing reveals that the variables of perceived authenticity of community products and attitudes toward community products have a direct positive influence on the purchase intention of community products in Sa Chaeng Subdistrict, Bang Rachan District, Sing Buri Province, at a statistically significant level of 0.01.

The Influence of Advertising Strategies on Purchase Intention of Beauty Products on RED

With the popularity of social media platforms in China, research on social media advertising is increasing. Prior research has shown that the value perception given to consumers by social media advertising affects the purchase intention of consumers. However, its internal logic and behavioral mechanism have not been well investigated. In view of this, this research is designed to examine the direct effects of interactivity and aesthetic appeal of beauty product advertisements on perceived advertising value on RED and to explore the influence of perceived advertising value on consumers’ purchase intentions. Based on questionnaire analysis, bivariate regression analysis, and univariate regression analysis, we found the significant influence of interactivity and aesthetic appeal on advertising value as well as the influence of advertising value on consumers’ purchase intention. The chain behavior generation mechanism of consumers’ purchase decisions was also elaborated. This paper provides enlightenment for theoretical research, especially in enriching the SOR model. Also, the result has practical implications for enterprise practice, pointing out important directions for enterprises to design their advertisements.

The Role of Perceived Authenticity in Increasing Green Purchase Intention: Systematic Literature Review

This study explored the relationship between perceived authenticity and consumer purchase intention in green products, especially in the context of increasing awareness of sustainability among consumers. Using the Systematic Literature Review (SLR) method, this research explores the dynamics of the relationship between perceived authenticity and consumer intention for green products. Analysis of key findings reveals that perceived authenticity is not just a concept but is a key element that forms the basis of consumer trust in brands and products. The results of this study highlight the important role of perceived authenticity as the main instrument in forming positive relationships between brands, consumers and green products. The implications are particularly relevant in a marketing context, where strategies that establish and maintain product authenticity are crucial. This study provides in-depth insight into how perceived authenticity not only influences consumers' perceptions of the sustainability of green products but also directly impacts purchase intention. This study also emphasizes the importance of marketing strategies that build and maintain perceived authenticity. This strategy not only helps brands win consumer trust but also becomes a catalyst in driving change towards more sustainable and responsible consumption. Thus, this study significantly contributes to business practitioners and academics in understanding the dynamics of the green product market amidst the shift in consumer values towards sustainability.

The Influence of Motivation to Watch YouTube Unboxing & Makeup Haul and The Mediating Role of Parasocial Interaction on Purchase Intention of Cosmetic Products in Women

The objective of this study is to examine the underlying motivations of YouTube users who watch unboxing and makeup haul videos on Tasya Farasya's YouTube channel. Additionally, the study aims to investigate the influence of these motivations on the intention to purchase cosmetic products, with the role of parasocial interaction as a mediator. This study employs the Uses and Gratifications theory as its principal theoretical framework. The research method employed is that of explanatory quantitative analysis, with data obtained from 271 respondents through a Google Form online survey. The data analysis techniques employed included descriptive analysis, exploratory factor analysis, path analysis, and the Sobel test. The findings revealed that the primary motivation for viewing unboxing and makeup haul videos by Tasya Farasya was to seek information. Furthermore, the findings of this study suggest that the role of parasocial interaction serves as a mediator between viewing motivation and purchase intention with regard to cosmetic products among women. The findings of this study indicate that parasocial interaction plays a mediating role in the relationship between viewing motivation and purchase intention with regard to cosmetic products among women. However, the generalisation of the results of this study is limited to the context of Tasya Farasya's YouTube unboxing videos, which are dominated by representations of Generation Z. It would be beneficial for future research to use a larger and more diverse sample in order to gain a more comprehensive understanding of the population and the diversity of responses and perceptions from various audience groups.

The Influence of 'Ugly Cute' Intellectual Property Anthropomorphism on the Purchase Intention of Cultural and Creative Products Based on the Mediating Role of Intellectual Property Identity

Under the background of "museum fever" starting from intellectual property anthropomorphism (IP anthropomorphism), this paper introduces the variable of intellectual property identity (IP identity), constructs the functional path model of consumers' purchase of "ugly cute" cultural and creative products, and analyzes the data by using questionnaires and mathematical models to explore how IP anthropomorphism affects consumers' purchase intention and analyze the mediating function that IP identity carries out between IP anthropomorphism and consumers' purchase intention in the process. This study shows that both IP anthropomorphism and IP identity have a direct positive influence on consumers' purchase intention, and IP identity does play a mediating role in the influence of IP anthropomorphism on consumers' purchase intention. Based on the results of the study, this paper proposes creative suggestions about IP design to the design department in the museum in order to help the museum increase sales of cultural and creative products and make its products meet the different needs of consumers at the same time.

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.

The Influence of Consumer Product Knowledge, Trust, and Risk Perception on Purchase Intention Among Shopee Consumers: The Role of Reviews as a Moderating Variable

The development of e-commerce has changed consumer behavior. With the presence of e-commerce, many habits have changed, starting from previous shopping habits in offline stores, now switching to shopping at online stores using shopping sites and applications such as Shopee, because it makes it easier for consumers to make buying and selling transactions online. However, Shopee, which is a consumer favorite, has several problems, including some consumers who buy products at Shopee feeling disappointed because the goods purchased do not match expectations, thus affecting consumer buying intentions. Several previous studies have shown that there is a relationship between consumer trust and purchasing decisions. This study uses descriptive quantitative research using multiple linear regression analysis. The subjects of this research are Shopee consumers. The variables used in this study are consumer product knowledge, trust, risk perception and reviews as moderating variables. The results of the research show that consumer product knowledge has a positive but not significant effect on Shopee consumers’ purchasing decisions. Meanwhile, the variables of trust, risk perception and reviews have a significant positive effect on Shopee consumers’ purchase intentions. Then the review variable is not able to moderate the relationship between consumer product knowledge and purchase intention. However, reviews are able to moderate the relationship between trust, risk perception and purchase intention.

Red dog, blue dog: the influence of political identity on owner–pet relationships and owners’ purchases of pet-related products and services

Purpose Pets reflect the identity and moral values of their owners. The purpose of this study is to examine how pet owners’ political identity (liberal–conservative) influences the relationship they forge with their pets as well as their purchase behaviors of pet-related products and services. Design/methodology/approach This study conducted two surveys of pet owners with different political identities and measured both their relationship with their pets and their purchase intentions of medical-related products and services as well as luxury accessories. Two secondary data sources were used to provide additional support. Findings This study shows that, on one hand, pet owners anthropomorphize their pets as if they were human equals. On the other hand, they consider themselves masters and emphasize control. The former aligns with the individualizing values endorsed by liberals, while the latter aligns with conservatives’ binding values. Reflecting their different values and owner-pet relationship characteristics, liberals and conservatives exhibit different purchase patterns. Liberals are more likely to buy medical-related products and services, while conservatives are more likely to buy branded luxury accessories for their pets. Research limitations/implications Both primary studies are survey-based and data are correlational in nature. In addition, the samples are limited to the USA. While research suggests that the liberal-conservative continuum is universal, additional research is needed to generalize the findings to other countries. Practical implications Understanding the owner-dog relationship in the context of political identity and the effect of these relationships on dog owners' purchases offer interesting managerial implications in terms of product offerings, retail assortment decisions of related products and pet product branding. Originality/value While dog ownership and related purchases are on the rise, research on owner-pet relationships is scant. This study provides theoretical contributions and implications by going beyond general relationship closeness and bringing in the role of owners’ (political) identity.

The impact of museum creative products involvement on purchase intention: The mediating role of perceived value

In recent years, against the backdrop of the flourishing cultural industry, innovation and promotion of museum cultural and creative products have gradually attracted widespread attention. We investigated the influence of product involvement on purchase intention among 566 consumers of museum creative products, assessing the mediating role of perceived value in this relationship. The results indicate a significant positive correlation between product involvement and purchase intention. Additionally, perceived value plays a mediating role in the relationship between product involvement and purchase intention. Our research contributes to understanding the relationships among consumer product involvement, willingness to consume, and perceived value regarding museum creative products. These findings also offer practical insights for museums and related institutions to enhance purchase intention. Future research directions are suggested.

ANALISIS DIGITAL MARKETING DAPAT MENINGKATKAN PURCHASE INTENTION PRODUK UMKM MELALUI CONTENT MARKETING DI KABUPATEN PENAJAM PASER UTARA

This study aims to analyze the influence of digital marketing on the purchase intention of MSME products in Tengin Baru Village, Penajam Paser Utara Regency, with content marketing as a mediator. The method used is SEM-PLS with Smart PLS 3.0, testing the relationship between digital marketing, content marketing, and the purchase intention of MSME consumers. The research results show that digital marketing has a significant effect on purchase intention with a path coefficient of 0.786, and a strong influence on content marketing with a path coefficient of 0.812. Additionally, content marketing mediates the effect of digital marketing on purchase intention with a path coefficient of 0.296, though its influence is smaller compared to the direct effect of digital marketing. The discussion reveals that digital marketing strategies are crucial for MSMEs to increase consumer purchase intention. Content marketing plays an important role as a mediator, strengthening the influence of digital marketing by building closer relationships with consumers and increasing brand awareness. These findings are consistent with previous research that emphasizes the importance of content marketing in maximizing digital marketing strategies. In conclusion, digital marketing has proven to be effective in enhancing purchase intention, especially when supported by engaging and relevant content marketing. Therefore, MSMEs in Penajam Paser Utara should prioritize digital marketing while enhancing content strategies to maximize their impact on consumer purchase intention. For future research, MSMEs in this region are advised to continue developing digital marketing strategies and improve their literacy and skills in creating effective content marketing to strengthen their influence on consumer purchase intention.

Green Product Purchase Intention of Young Customers from Developing Country: Extended Theory of Planned Behavior

Green Product Purchase Intention of Young Customers from Developing Country: Extended Theory of Planned Behavior

Identifying factors of online shopping and influence on purchase intention of product among Saudi consumers: The mediating role of consumer trust

The rise of Internet technology has transformed consumer shopping behaviors, offering convenience and a wide range of options, making online shopping increasingly popular. In Saudi Arabia, this trend has grown significantly due to higher internet penetration, technological advancements, and shifting consumer preferences. However, building and maintaining consumer trust remains a crucial challenge. Despite the growing interest, there is limited research on the unique aspects of Saudi consumers’ online shopping behaviors. This study aims to address this gap by identifying key factors influencing these behaviors and examining their impact on purchase intentions, with a focus on the mediating role of consumer trust. This study explores factors influencing online shopping behavior and their impact on purchase intention, with a focus on consumer trust as a mediator. Using a survey of 573 respondents from Jeddah and Medina, Saudi Arabia, key factors identified through literature review include perceived usefulness, ease of use, risk perception, website quality, and social influence. The quantitative analysis revealed that customer service and return policies, information quality, perceived convenience, ease of use, usefulness, cost-saving, product variety, and social influence significantly affect consumer trust, which in turn enhances purchase intention. These findings provide valuable insights for businesses to optimize digital strategies, enhance consumer engagement, and foster long-term customer relationships, thereby boosting satisfaction and online business success.

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

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

Perceived Price, Online Trust, and Security Risk: Decoding Online Travel Product Purchase Intention through the Perceived Risk Model

Perceived Price, Online Trust, and Security Risk: Decoding Online Travel Product Purchase Intention through the Perceived Risk Model