Purchase Intention Research Articles (Page 1)

Purchase intention is seen as the basis for actual purchasing behavior and is crucial for online shopping. Its presence is also synonymous with the underlying response to consumer purchasing behavior. The formation of purchase intention must be continuously monitored as a measure of product presentation success, especially for fashion products available across a wide range of categories and quantities. This study aims to analyze the simultaneous influence of online customer reviews and cash on delivery on purchase intention. Then, we analyze the partial influence of online customer reviews and cash on delivery on purchase intention. This study is a case study. The sampling technique used was purposive sampling. The sample size was 103 people. The data analysis technique used multiple linear regression. The study found that online customer reviews and cash on delivery simultaneously influence purchase intention. Online customer reviews and cash on delivery have partial influences on purchase intention.

holding a strategic position as the world's largest Muslim-majority country. Despite its expansion, empirical studies predicting consumer intention to purchase halal cosmetics remain limited, especially those integrating halal literacy and demographic factors. This study examines the predictive role of halal literacy and socio-demographic variables (age, education, income, and marital status) on Indonesian consumers' intention. A quantitative cross-sectional survey involved 200 Muslim female respondents who had purchased halal cosmetics. Data were analyzed using binary logistic regression to estimate the probability of high purchase intention and evaluate each predictor's contribution. Model fit was tested with the Hosmer–Lemeshow test and Nagelkerke R² values. Results show that halal literacy is determinant of intention, with an odds ratio (OR) of 1.605, meaning each one-unit increase in literacy raises the likelihood of high intention by 60.5%. Demographic variables were not significant, although marital status showed a positive trend of nearly doubling purchase intention. The study contributes theoretically by extending the Theory of Planned Behavior with halal literacy and offers practical implications through consumer education.

ABSTRACT Blockchain functions as a “distributed ledger network,” ensuring immutability, transparency, and non-retroactivity of data, making it a key technology for sustainable development. This study explores how blockchain-enabled traceability systems influence consumer perceptions of environmental transparency, trust in technology, and purchase intentions for sustainable food in Vietnam. Using a digital survey of 450 participants and SmartPLS 4.0 with PLS-SEM analysis, findings reveal that both blockchain reviews and traceability systems significantly improve perceptions of transparency (β = 0.292; β = 0.364, p < 0.001) and technological trust (β = 0.268; β = 0.348, p < 0.001). The research bridges the gap between transparency perceptions and purchase behavior in sustainable development and foodservice strategy. It is one of the first studies to examine the combined impact of blockchain reviews and traceability. The article adds to existing literature by expanding understanding of blockchain’s effect, supporting businesses in aligning with the UN’s Sustainable Development Goals.

Purpose As an extension to Ducoffe’s model on advertising value (1995, 1996), this study aims to examine the roles of factors such as informativeness, entertainment, irritation, credibility and perceived creativity as antecedents of artificial intelligence (AI)-generated advertising value, while also investigating the moderating effect of AI exposure. Design/methodology/approach The hypotheses were tested through a quantitative methodology using an online survey. Collected data were analyzed using partial least squares structural equation modeling. Findings The results indicate that creativity, entertainment and irritation significantly enhance the perceived value of AI-generated advertising, which positively affects attitude and purchase intention. Furthermore, AI exposure moderates the relationship between advertising value and attitude. Practical implications The findings provide insights into AI-generated advertising, offering practical recommendations for marketers seeking to optimize AI-generated content in their advertisements. Originality/value This study extends the reference model of advertising value to the context of AI-generated advertising and introduces the moderating role of AI exposure to a more comprehensive understanding of how consumers perceive AI-generated content.

Product packaging serves as a powerful multisensory cue that shapes consumer expectations, emotional responses, and purchasing behavior-often before the product is even consumed. This study investigated how color, texture, scent, and unboxing interaction jointly influence the perceived quality, taste experience, emotional engagement, and economic valuation of a chocolate product. Thirty-six participants were assigned to one of six groups defined by between-subjects factors (scent: present vs. absent; texture: smooth, raised dots, embossed pattern) and evaluated six boxes that varied within-subjects in color (white, purple) and unboxing interaction (lift-off, snail-fold, slide-and-tilt). Each box contained the same chocolate, and participants completed questionnaires on sensory perception, product-package congruency, emotional response, and willingness to pay. Results revealed that unboxing interaction significantly shaped perceived attractiveness and semantic impressions, with more complex openings rated more positively. Texture and scent jointly influenced perceived flavor intensity, taste persistence, and emotional valence. Scent enhanced perceived luxury and purchase intention but reduced overall liking, smoothness, and willingness to taste again, potentially due to hedonic overload, in which the added chocolate scent increased sensory stimulation beyond an optimal level. Color-texture combinations further modulated emotional responses and congruency judgments. While these findings underscore the importance of multisensory coherence in packaging, interpretation is limited by the small sample, reliance on self-report measures, and the absence of physiological indices.

Purpose This study aims to examine the effect of eco-labeling (EL) on customers’ intentions to make green purchases (GPI) for fast moving consumer goods (FMCG). This paper also investigates the mediating role of green trust (GT) and eudaimonic well-being (EWB) in shaping green purchase intentions. Design/methodology/approach A structured questionnaire was used to survey 328 FMCG customers and a conceptual model has been developed. Formulation and testing of hypotheses were performed to determine the results. Structural equation modeling through SmartPls has been used for measuring and evaluating the relationships between the variables. Findings The study reveals that GT positively mediates between EL and GPI for green products. However, this mediation is partial and complementary since EL has a significant direct effect on GPI. The relationship is also significantly improved by the serial mediation of GT and EWB. Altogether, the conceptual model was found to be a good fit as the total effect remains significant. Research limitations/implications The study solely observes the effect of EL practice on GPI and leaves room for exploring other green marketing strategies such as green branding, green advertising and green packaging in future research. Moreover, conducting regional level and longitudinal studies could provide additional insights to the findings. Originality/value This study extends existing green marketing literature by integrating EWB as a critical factor influencing green purchase intention along with EL in the theory of planned behavior (TPB) framework. Contrasting with prior research, which often inspects practical outcomes, this study emphasizes the role of psychological accomplishment and well-being in sustainable customer choices through TPB.

Purpose This study examines the impact of digital assistants' emotional stimuli (i.e. aesthetics and playfulness) on customer pleasurable experience (CPE) and purchase intentions within the boundary condition of customer engagement. Design/methodology/approach Partial least squares-based structural equation modeling was performed using SmartPLS 4.0 to confirm the reliability and validity of the measurement model and test hypotheses. Findings The findings highlight aesthetics and playfulness as key emotional stimuli driving CPE, which in turn enhances purchase intentions. Moreover, CPE serves as a full and partial mediator between emotional stimuli and purchase intention, while customer engagement negatively moderates the CPE–purchase intentions relationship. Originality/value Our study pioneers in establishing the mediating role of CPE in the relationship between emotional stimuli and purchase intentions. Furthermore, it offers fresh insights by introducing customer engagement as a moderating variable, revealing that higher engagement actually weakens the link between CPE and purchase intentions in DA-driven marketing.

Purpose In the retailing of agricultural products, numerous retailers neglect to adopt effective display strategies, resulting in suboptimal sales and high product loss rates. This study endeavours to (1) construct a classification framework for display methods in agricultural retailing and (2) investigate which display method (original-box vs. box-free) can enhance consumers’ purchase intentions, as well as its (3) psychological mechanisms and (4) boundary conditions. Design/methodology/approach This paper employed a multi-method approach comprising one pre-survey, one field experiment and three online experiments. Findings This research indicates that original-box (vs. box-free) display significantly enhances consumers' purchase intentions. This effect is sequentially mediated by selection priority and perceived product quality. However, when the box remains in limited quantities, this effect reverses: the original-box (vs. box-free) display instead weakens consumers' sense of selection priority and purchase intentions. Originality/value This study extends the theoretical research on display strategies and visual marketing for agricultural retailing while providing practical insights for optimizing display strategies of agricultural retailers. Highlights

The rise of social media has transformed consumer experience in service innovation, particularly in video-based influencer marketing. This study investigates the unintended consequences of chapter progress bars—a widely used interface feature intended to facilitate video navigation—on consumer engagement. Although designed to enhance user experience, progress bars may inadvertently heighten consumer impatience and, in turn, reduce purchase intention. Across five studies, including large-scale behavioral analysis of more than 181,500 real-time user comments and a series of controlled experiments, results show that chapter progress bars increase consumer impatience and lower purchase intention. Furthermore, impatience mediates this relationship, and the effect is moderated by efficiency goals; consumers with stronger efficiency orientations are more sensitive to segmentation cues and exhibit greater impatience and lower engagement, whereas those with lower efficiency orientations are largely unaffected. This research extends the literatures on influencer marketing, consumer impatience, and digital service design by demonstrating how interface features shape consumer psychology and purchase intention. The findings offer practical insights for creators and platform designers, emphasizing the need to balance navigation efficiency with sustained consumer purchase intention in digital content strategies. Funding: Z. Zhang was supported by the National Natural Science Foundation of China [Grant 71972043]. X. Fan was supported by the National Natural Science Foundation of China [Grant 72572040]. Supplemental Material: The online appendix is available at https://doi.org/10.1287/serv.2024.0172 .

Purpose This study aims to analyze whether artificial intelligence (AI) (vs human) as a designer and offering users’ free choices for product customization (vs limited predefined choice sets) influence product and site attitude, and purchase intention. In the free choice condition, participants receive an open-ended textbox to write their preferences, akin to current Generative AI (GenAI) technologies. Design/methodology/approach A 2 (Designer: AI vs human) × 3 (Customization: low choice set vs medium choice set vs free choice) between-subject (N = 570) online experiment was conducted using an interface mimicking an e-commerce clothing company site. Analyses of covariance and mediation analyses were used to test the hypotheses. Findings Results revealed no difference (or negligible effect size) between AI and human designers for any outcome variables. However, regardless of the designer, the free choice condition led to more positive values for all outcome variables. The mediation analyses showed that this occurs because having free choice increases consumer agency. Originality/value GenAI advancements allow product customization based on user queries (vs a predefined limited choice set). However, an underexplored area is whether users would accept AI as an apparel designer and whether providing users with free choice for customization via prompting (a unique affordance of GenAI) will make a difference.

Purpose This study aims to examine the effect of green communication tools such as Eco-labeling, attitudes toward eco-friendly packaging and receptivity to green advertisements, on customers’ intentions to make green purchases. The research further explores the mediating effects of eco-brand perception and green consumption value to provide insights into the drivers of green purchase behavior. Design/methodology/approach The methodology included gathering responses through a structured questionnaire from 510 Indian consumers, chosen via purposive sampling. Structural equation modeling (SEM) was employed to examine the mediating role of perceived eco-friendly brands and green consumption value, as well as to assess causal relations between the latent variables. Findings The study’s outcome indicates that perceived eco-friendly brands play a pivotal role in significantly mediating the relationship between eco-labeling, eco-friendly packaging attitudes, and green purchase intentions. Furthermore, green consumption value significantly influences consumers’ purchase decisions. The research underscores the importance of attitudes toward eco-friendly communication tools, enhancing the likelihood of green purchases, with perceived brand value and consumption values as key mediators. Research limitations/implications This study is constrained by its cross-sectional approach, which covers a snapshot of consumer behavior at one point. To enhance the validity and reliability, future studies may employ a longitudinal methodology to track purchase patterns over time. Practical implications Marketers and policymakers can use these insights to create more successful green communication strategies. By augmenting consumer knowledge and trust in eco-friendly products, enterprises may foster sustainable buying habits and improve their eco-brand image. Originality/value This research offers a unique model by examining the combined mediating effect of perceived eco-friendly brands and green consumption value in driving green purchase intentions. It augments understanding of how various eco-friendly communication tools work together to impact consumer behavior. The study also contributes to the progression of signaling theory and the elaboration likelihood model (ELM) by indicating how green branding acts as a signal and how GCV shapes the green purchase intention of consumers.

The primary aim of this research article is to identify and analyse the key factors influencing the actual adoption of electric vehicles (EVs) in India, with a specific focus on their role in mitigating climate change and reducing fossil fuel dependency. A systematic literature review (SLR) was mainly conducted using the antecedents–decisions–outcomes (ADO) framework. The academic literature indexed in the Scopus database served as the basis of the analysis. The review specifically focused on studies relevant to the Indian context and the evolving EV ecosystem. The review highlights several antecedent factors, including psychological factors, socio-economic conditions, infrastructural readiness, government incentives, and pricing. These particular antecedents primarily shape consumer decisions, such as attitudes towards EVs, perceived barriers, awareness levels, and the purchasing process. The resulting outcomes include purchase intention, behavioural acceptance, and the market potential of EVs in India. Despite growing environmental awareness and supportive government policies, EV adoption in India is constrained by the psychological, technical, and socio-economic challenges. These barriers must be addressed through targeted, localized policies and public awareness campaigns to accelerate adoption and also to strengthen the sustainable transportation sector. By consolidating fragmented research on EV adoption in India, this study offers a clear understanding of consumer behaviour, market barriers, and policy gaps. The insights contribute to the formulation of effective strategies for enhancing EV adoption, thereby supporting India’s broader climate and sustainability goals.

With the increasingly fierce market competition, co-branding between brands has become the norm. Through co-branding, brands can achieve the effect of integrating resources and audiences, thereby enhancing value and driving market breakthroughs. Still, there are not a few cases of co-branded product failures. Therefore, existing research has not been able to explain the operating mechanism of such business decisions fully. This paper focuses on the mechanism of product fit and consumer self-construction of co-branded brands, introducing conceptual processing fluency as an intermediary variable to explore its impact on consumers' purchase intentions. The research method of this paper involves collecting questionnaire data and then analyzing it. The study found that product fit significantly affected consumers' processing fluency and purchase intention, while self-construction only played a partial role in the path. The overall interaction effect was not significant; however, the group analysis revealed that high fit could significantly enhance purchase intention by improving processing fluency among dependent consumers. In independent consumers, the mediating effect is not established. This article holds specific guidance for brands to develop more effective co-branding strategies.

In the digital age, user behaviour has been fundamentally affected by social media. This paper looks at the effects of user generated content (UGC) on young Chinese female consumers (aged 18-28) purchase intentions in the fashion apparel category by comparing two of Chinas leading social media platforms Douyin and Xiaohongshu by virtue of a content analysis and monitoring of network characteristics, as well as by means of a case study of luxury e-tailer NET-A-PORTER. The research indicates that Xiaohongshus detailed, informative and community-based user generated content promotes trust-based, data-driven purchase journeys, while Douyins fast-moving, entertainment and visually based UGC causes impulsive buying behaviour arising from viral trends and sharing of the peer network. The NET-A-PORTER case-study reinforces the need for platform specific marketing. This research furthers the understanding of platform governance and consumer behaviour prevailing in the digital environment, and seeks to provide useful insights for brands and marketers keen to connect with the young consumer in China.

This paper provides experimental evidence on consumer purchase intention and willingness to pay (WTP) in the context of sustainable consumption. Grounded in the theory of planned behavior, the literature on the intention-behavior gap, and Lancaster's model of product attributes, we examine how social and environmental preferences, alongside perceptions of quality and production costs, shape both purchase intention and revealed WTP. Using three versions of innovative sustainable products with increasing levels of circularity, we show that pro-social and pro-environmental values significantly drive purchase intentions, which are, in turn, positively associated with higher WTP. Moreover, perceptions of higher production costs and improved quality-both material and visual-further reinforce WTP for the most circular product. These findings underscore the importance of integrating behavioral factors, prior consumer experience, and product attributes when analyzing demand for sustainable goods, offering policy insights for the promotion of circular economy strategies.

This study aims to analyze the impact of digital marketing through TikTok Shop on Generation Z’s purchase decisions. As a rapidly growing social media platform, TikTok has become one of the most effective e-commerce channels, with TikTok Shop allowing users to purchase products directly through the videos they watch. Generation Z, as a group highly connected with technology, is greatly influenced by digital marketing presented on social media platforms. This study uses a quantitative approach with a survey as the data collection method. A total of 210 respondents who are active TikTok users and have made purchases through TikTok Shop participated in this study. The data was analyzed using descriptive statistical analysis and hypothesis testing with Structural Equation Modeling (SEM). The results show that brand awareness, purchase intention, influencer impact, and user engagement significantly affect Generation Z’s purchase decisions through TikTok Shop. This study provides valuable insights for marketers to design more effective marketing strategies on TikTok, leveraging influencer impact and the platform's interactivity to boost conversion rates. Overall, the findings emphasize that TikTok Shop is a highly potential marketing tool for reaching young consumers and influencing their purchasing decisions.

Retraction: Unleashing the role of e-word of mouth on purchase intention in select Facebook fan pages of smart phone users

ABSTRACT Research question This study explored the psychological mechanisms of sport consumers’ decisions to purchase luxury sport brands. Specifically, we examined (1) the impact of sport consumers’ self-presentation concerns on their decision to purchase luxury sportswear brands, (2) the moderating roles of goal orientation and self-construal, and (3) the mediating role of social comparison. Research methods Study 1 examined how self-presentation influences actual luxury sportswear purchase behavior among fitness center members using real purchase data. Three follow-up experimental studies (Studies 2, 3, and 4) employed 2 × 2 between-subjects designs (Study 2: self-presentation priming: high vs. low, brand type: luxury vs. non-luxury; Study 3: chronic self-presentation: high vs. low, goal orientation: affiliation vs. achievement; Study 4: self-presentation priming: high vs. low, self-construal priming: interdependent vs. independent) with Amazon Mechanical Turk participants to test luxury sportswear purchase intentions. Results and Findings Studies 1 and 2 demonstrated that consumers in the high self-presentation group exhibited more favorable purchase intentions toward luxury sportswear brands than those in the low self-presentation group. Value-expressive attitudes (vs. social-adjustive attitudes) drove this relationship. Studies 3 and 4 also supported the idea that consumers with self-presentation concerns were more likely to purchase luxury brands when they had interdependent (vs. independent) self-construal and affiliation goals (vs. achievement). Their intention to purchase luxury brands was also driven by their tendency toward social comparison. Implications The findings shed light on the sport consumer literature through the extended lens of self-presentation theory and offer meaningful implications for brand marketing in the sport industry.

Integrating recommendation systems with dynamic pricing strategies is essential for enhancing product sales and optimizing revenue in modern business. This study proposes a novel product recommendation model that uses Reinforcement Learning to tailor pricing strategies to customer purchase intentions. While traditional recommendation systems focus on identifying products customers prefer, they often neglect the critical factor of pricing. To improve effectiveness and increase conversion, it is crucial to personalize product prices according to the customer’s willingness to pay (WTP). Businesses often use fixed-budget promotions to boost sales, emphasizing the importance of strategic pricing. Designing intelligent promotions requires recommending products aligned with customer preferences and setting prices reflecting their WTP, thus increasing the likelihood of purchase. This research advances existing recommendation systems by integrating dynamic pricing into the system’s output, offering a significant innovation in business practice. However, this integration introduces technical complexities, which are addressed through a Markov Decision Process (MDP) framework and solved using Reinforcement Learning. Empirical evaluation using the Dunnhumby dataset shows promising results. Due to the lack of direct comparisons between combined product recommendation and pricing models, the outputs were simplified into two categories: purchase and non-purchase. This approach revealed significant improvements over comparable methods, demonstrating the model’s efficacy.

Purpose This study examines how key elements of social media advertising influence consumer attitudes and purchase decisions in Sarawak, Malaysia. Design/methodology/approach A quantitative cross-sectional survey was conducted with 205 regular social media users chosen through purposive sampling. Data were collected using a structured questionnaire and analyzed using PLS-SEM in SmartPLS 4.0 to ensure reliable and valid results. Findings The study found that interest, desire and relevance significantly influence purchase decisions in social media advertising. Furthermore, consumer attitudes were found to effectively mediate the relationship between relevance and purchase decisions. Research limitations/implications This study contributes to theory by showing how AIDRA elements, especially relevance, shape consumer attitudes and purchase decisions. The integration of the AIDRA model and the SOR framework generates new insights by connecting advertising elements with psychological processes and revealing how consumers in underexplored markets process multiple stimuli simultaneously. Practical implications This study offers practical implications for marketers, advertisers and businesses engaged in social media advertising by highlighting the need for interactive, story-driven and culturally relevant content that strengthens purchase intention in markets like Sarawak. Originality/value This study is original in combining the attention, interest, desire, relevance and action (AIDRA) model with the stimulus, organism and response (SOR) framework to better understand how consumers respond to social media advertising. This shows how attention, interest, desire and relevance work together, offering a clearer picture of consumer interaction with digital content. It also adds new insights by focusing on Sarawak, an emerging market that is often overlooked in existing research.