Customer Purchase Intention Research Articles

Customer Attitude, Subjective Norms, And Perceived Behavioral Control Towards Customer Purchase Intention: A Case Study of Fast-Food Restaurant in Penang Malaysia

Customer Attitude, Subjective Norms, And Perceived Behavioral Control Towards Customer Purchase Intention: A Case Study of Fast-Food Restaurant in Penang Malaysia

Impact of visual merchandising on purchase intension (A mediating effect of brand image)

In order to improve brand awareness, impact consumer behavior, and promote in-store product discovery, visual merchandising is essential. This study looks at the effects of shelf presentations, product exhibits, and window displays on the purchase intentions of customers through visual marketing. Utilizing a quantitative methodology, the study collects data via an online survey completed by Pakistani clients. The findings show a substantial positive correlation between visual merchandising and consumer intent to buy.

A study on the determinants of consumer purchase intention on electric vehicles

The purpose of this research was to examine the variables that influence customer purchase intentions for electric vehicles (EVs), with a focus on electric cars in Malaysia. Four independent factors, namely social media, Perceived Usefulness, Subjective Norm, and Government Policy were examined to determine their impact on customer purchase intention. The study used a descriptive correlation design where respondents completing a questionnaire provided via Google Forms using a 5-point Likert scale. The Theory of Planned Behaviour (TPB) serves as the underpinning foundation for this research. The convenience sampling technique was used in collecting responses from 385 samples. The data collected is analysed using SPSS Version 29 including descriptive and inferential statistics. The findings seek to fill the knowledge gaps in Malaysian consumers' EV purchasing intentions and what are the influential variables. Findings provide policymakers and industry stakeholders with more information into the way to successfully plan and promote EV adoption in Malaysia's automotive sector.

Exploring young consumers’ perceptions towards sustainable practices of fashion brands

The purpose of this study is to bridge the gap between sustainable fashion and customer purchase intentions by analysing the current trends and offering techniques to increase sustainable fashion awareness and overcome price consumption issues among Generation Z (Gen Z) consumers. A mixed methods approach was employed in this study consisting of online surveys and focus groups surrounding the topic of sustainable apparel consumption among the Gen Z age group. Focus groups served to lead to an online survey of questions to help better understand the phenomena on an exploratory scale. Three focus groups of eight to ten volunteers each aged 18–25 from a large Midwestern university took part in 60-minute discussions regarding their understanding of fast fashion and their purchase intentions/awareness of ethical issues within the apparel industry. Online surveys were conducted through the online platform Qualtrics consisting of 29 questions with a total of 445 participants ranging from 18 to 23 years old taking part in the online survey. Main themes found in the focus groups are the idea of shopping second hand, laziness among consumers and the quality of garments. Surveys found that this age group was willing to pay up to 25 per cent more for a sustainable apparel item and that uniqueness of the item was of utmost importance. Implications for brands and retailers as well as academics are presented.

Information Search as Mediating Role in Relationship Hedonic Value, Utilitarian Value and Purchase Intention of Food Panda Customers in Pakistan

This study investigates the mediating role of information search within the relationships of hedonic values, utilitarian values, and purchase intention in Pakistan's online food industry with a focal sample of Food Panda customers. The questionnaire was distributed among 400 Food Panda users; 280 questionnaires were received. Smart PLS was used to conduct SEM to analyse the data. The results indicate that hedonic and utilitarian values have positive influences on purchase intention, which reflects that the higher the hedonic and utilitarian values are, the greater the intentions to purchase become, and vice versa. This study also supports information search as a partial mediator in the relationship between hedonic/utilitarian values and purchase intention. The findings reveal that customers who successfully go through information searching are likely to register higher hedonic and utilitarian motivations, which then dramatically increases their purchase intentions. The study contributes not only to the literature on hedonic and utilitarian values but also to the context of the Pakistani online food sector. It also enriches the discussion of information search as one of the pivotal factors affecting purchase intention within this industry.

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

A Study of the Mediating Effect and Path of Customer Fit in Repeat Purchase Behavior in the Residential Market Driven by Digital Marketing Technology

Improving the repeat purchase intention of customers of real estate enterprises from marketing strategies is increasingly important for real estate enterprises to achieve the goal of stable and increasing long-term profits. This paper, driven by digital marketing technology, takes customer repeat purchase behavior in residential commodity market as the research object. The variables of brand community value, customer fit and repeat purchase behavior are first defined and selected. Then the relationship model of brand community value, customer fit and repeat purchase behavior was established, questionnaire research was conducted on mature real estate community members, and data analysis and structural equation model fitting were carried out using SPSS and AMOS software in order to test the mediating effect of customer fit in repeat purchase behavior in the residential market as well as the path. The study concluded that the standardized coefficient of customer fit on customers’ repeat purchase intention is 0.36, which has a significant positive effect. Meanwhile, customer fit has a mediating effect between the five dimensions of brand community value and repeat purchase behavior, and all five dimensions have a partial mediating effect in the process of influencing repeat purchase intention.

NETFLIX AND TELKOMSEL BUNDLING: DOES SYMBOLIC VALUE MATTER IN CO-BRANDING

The Subscription Video on Demand market in Indonesia has seen substantial growth, but Netflix's market share dropped by 10% in Q2 2022, losing about 2 million subscribers. To boost customer purchase intention, Netflix partnered with Telkomsel, a leading telecommunication provider, to offer a bundled package. This study explores the mediating role of brand attitude between symbolic value, perceived benefits, and customer purchase intention for the Netflix-Telkomsel bundle. Using an associative quantitative approach and a sample of 100 respondents, data were analyzed with Partial Least Squares (PLS). The results reveal that symbolic value insignificantly influences purchase intention or brand attitude. However, perceived benefits positively and significantly impact both purchase intention and brand attitude. Brand attitude also positively influences purchase intention and mediates the effect of perceived benefits on purchase intention, but not that of symbolic value. Prospective customers prioritize perceived benefits over symbolic value when deciding to purchase the Netflix-Telkomsel bundle.

Research on Potential Customer Mining Models for Electric Vehicles Based on Machine Learning Models and Service Growth Models

This study investigates the factors that impact the sales of electric vehicles (EVs) across different brands. Initially, multiple linear regression was performed on the data, and the variance inflation factors were all found to be less than 10. For the first category of indicators, one-way ANOVA was conducted to separate the three types of brands. For the second category of indicators, a logistic regression model was developed to complete the selection. Through multiple rounds of filtering, the following indicators were determined: For the first category, indicators affecting Brand 1 are A1, A2, A3, A4; indicators affecting Brand 2 are A1, A3; indicators affecting Brand 3 are A1, A2, A3, A5. For all brands, the second category of influencing indicators includes B4, B10, B11, B16, B17. A potential customer mining model was then established. Logistic regression models were created based on the sales influencing factors for different brands, and the model formulas for the three types of brands were calculated. The purchase intentions of 15 target customers were predicted, with an accuracy rate of up to 90%. Finally, the study explores whether increasing service efforts could change customer purchase intentions. A stepwise percentage service growth model was established, incorporating an initial service difficulty coefficient to determine how service satisfaction could be altered. Customers 2, 8, and 11 were selected for validation, and their respective service increment percentages were derived, leading to sales strategies tailored to these three customers.

The Persuasive Power of Social Media Influencers in Purchase Intention of Customers in Fashion Industry

The Persuasive Power of Social Media Influencers in Purchase Intention of Customers in Fashion Industry

The moderating effect of system quality on the relationship between customer satisfaction and purchase intention: PLS-SEM & fsQCA approaches

The study aims to understand the antecedents of customer behaviour that lead to high purchase intention, encompassing moderating role of system quality to achieve purchase intention. Theoretically, this research employs the technology acceptance model to examine the proposed relationship and complexity theory to employ fuzzy-set qualitative comparative analysis (fsQCA) as a robust complementary method to the partial least squares-structural equation model (PLS-SEM). The proposed conceptual model is measured using data gathered from online customers in Bangladesh's electronic market. A survey of 311 e-commerce customers, using PLS-SEM and fsQCA models, reveals that the antecedents of the customer behavioural practices are highly correlated to achieving purchase intention. The findings from PLS-SEM show that perceived enjoyment and perceived ease of use are highly supported by purchase intention. Similarly, system quality influences purchase intention and acts as a moderator. In the fsQCA analysis, hedonic motivation and perceived enjoyment are necessary conditions to achieve a high purchase intention. The hybrid models add the methodological contribution by combining both symmetric and asymmetric relationships, thereby providing a holistic understanding of system quality as a moderating factor to achieve high purchase intention, especially in the context of the e-commerce market in Bangladesh. This research outlines implications for the theoretical and managerial perspectives to build a better relationship between factors of satisfaction and purchase intention and enable policymakers to contribute better managerial decisions.

Key Determinants to Drive Motor Insurance Customer Acquisition in Western Province, Sri Lanka: A Focus on the Marketing Mix

Purpose: There is a significant need for a comprehensive insurance policy for all vehicle owners, especially considering the growing emphasis on health and safety, and public protection. The substantial preference for 3rd party insurance over comprehensive policy covers has created a hurdle for insurance companies, both in terms of acquiring new customers and retaining existing ones. This prevailing trend has presented a significant challenge to the growth potential of general insurance firms in the market. The main purpose of this study is to investigate how factors such as product, price, promotion, and distribution network influence the customer purchase intention towards motor insurance. Design/methodology/approach: This was a cross-sectional study using a deductive research approach. Data were gathered from 412 policy holders in Sri Lanka using a self-administered structured questionnaire. Multiple regression analysis was used to determine the most influencing factor among product, price, promotion and distribution network influencing customer purchase intention towards motor insurance. Findings: Based on the analysis, the insurance service [product], insurance premium [price], promotion and distribution network have a significant relationship with the customer purchase intention towards motor insurance policies in Sri Lanka. Among the factors tested, distribution network and insurance service have the most significant impact on customer purchase intention with reference to motor insurance segment. Originality: This study provides a unique contribution by highlighting the critical role of the distribution network, particularly the combination of Place and People elements, in driving motor insurance customer acquisition in Sri Lanka. Unlike prior studies that emphasize price and promotional strategies, this research focuses on the integrated influence of accessibility and personalized service. The findings demonstrate that a well-established distribution network outweighs traditional marketing factors in influencing purchase decisions, offering a new perspective on consumer behavior in the Sri Lankan motor insurance industry. Implications: The findings of this study will pave the way for a paradigm shift where, insurance firms could understand and develop relevant strategies to improve services provided to the existing and potential motor insurance customers. By analyzing what truly matters to Sri Lankan drivers, both insurance service providers as well as regulatory authorities can ally and develop a holistic insurance policy that comprehensively covers all aspects of vehicle ownership, filling the void in the current market. According to the findings, it can be advised that the insurance corporations should focus more on providing a product with more unique features and invest in creating a solid network of branches across the country which are fortified with skilled and service-oriented personnel who could persuade the customers in buying comprehensive insurance covers. Future researchers can also focus on income and educational level as moderators since both of which have an impact on consumer behavior as suggested in prior literature. Also, there is a possibility of widening their scopes by considering other types of insurance products and expand the geographical area as well.

Relationship Between Green Finance Availability and Purchase Intentions in Generation Z and Millennials: Moderating Role of Consciousness

This study examines how the availability of green finance influences the purchasing intentions of Generation Z and Millennials, with consciousness as a moderating factor. A structured questionnaire was deployed to collect the data to measure five reflective constructs: purchase intention, Gen Z and Millennials’ green finance, environmental consciousness, future consciousness and status consciousness. The valid responses of 500 participants working at various levels in the information technology industry were subjected to normality tests, factor analysis, and structural equation modeling analysis. The data were normally distributed (Shapiro‒Wilk statistic p>0.05), and the survey instrument maintained internal consistency and reliability, as revealed by the Cronbach’s alpha values (>0.70). The structural equation modeling results revealed an excellent model fit, and the Gen Z and Millennials’ financial availability, future consciousness and status consciousness constructs were statistically significant and impacted the purchasing intentions of Gen Z and Millennials. Slope analysis reveals that consciousness is statistically significant and moderates the relationship between Gen Z and Millennial financing availability and purchase intentions. Consciousness strengthens the positive relationship between Gen Z and millennial finance availability and purchase intentions. The article reports novel findings that affect the purchase intentions of customers regarding the availability of green financing to Generation Z and Millennials. This is a new empirical study in which Generation Z and Millennials. This empirical study highlighted the environmental, social and managerial implications for green finance providers. Green finance opportunities need to be provided to Gen Z and Millennials so that they can make a habit of engaging in green finance practices. This will promote environmental protection, increase greener consumption options, and ensure social equity and sustainable economic development. If the green financing opportunities promoted to Gen Z and Millennials, more businesses can opt for greener options, greener products and greener marketing.

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

This study aims to examine the impact of e-WOM on customer purchase intentions in Facebook fan pages using theories of trust, value co-creation and brand attitude. The present research has set out to explore this emerging domain of study and has thus developed & tested propositions which attempt to establish a relationship between e-WOM and customer's purchase intentions. A deeper understanding of this possible association is obtained by studying the mediating roles of Trust, Value Co-Creation, Brand Image and Brand Attitude. The context for exploring this phenomenon is chosen to be the fan pages of smartphone brands on Facebook. The study involved conducting a sample survey of 490 respondents, comprising of both male and female, who belong to 5 smartphone brands Facebook fan pages-Samsung, Moto G, Lenovo, MI and ASUS are considered for the study. Out of which sample of 100 each has been targeted individually. The findings suggested that e-WOM significantly predicts the purchase intentions of the customers of a specific product and considerable impacted on the purchase decision. The findings of the study also reveal that customer 's trust beliefs, perceived value co-creation, brand image and brand attitude partially mediate in between relationships of e-WOM and purchase intention. The actual presence of different types of consumer electronics brands on the social media, more prominently, the smartphones, which undoubtedly are the most ubiquitous product of this segment. In fact, this indicates that presence on social media is a well- thought organizational strategy developed by companies to gain partial control over the customer 's decision- making process by establishing a close connect with the customers for a long period. This consequence will significantly impact the decision-making process of marketers or practitioners in relation to their marketing tactics. This research also indicates that marketers could devise more effective methods for distributing marketing content through social networking sites, while corporations can cultivate favorable electronic word-of-mouth for their products or services. Through the implementation of social media marketing strategies, companies can increase their sales volume and generate higher revenue. The study examined the role of trust, virtual community participation, and desire to purchase as mediators on smartphone brand fan sites on Facebook. It was observed that these factors had a partial influence on customer purchase intention.

The Influence of Content Marketing on Purchase Intention Through the Mediation of Customer Engagement Among TikTok Followers

The purpose of this study is to examine the influence of content marketing on purchase intention through the mediation of customer engagement among TikTok followers of @Dentarajut. The research aims to fill the gap in existing literature by focusing on the specific impacts of content marketing strategies on customer engagement and purchase intentions in the context of TikTok. This research employs a quantitative approach, utilizing a Likert scale survey to collect data from 396 respondents who follow @Dentarajut on TikTok. The data is analyzed using SmartPLS to assess the relationships between content marketing, customer engagement, and purchase intention. The findings indicate that content marketing significantly influences customer engagement, which in turn, mediates the relationship between content marketing and purchase intention. The results suggest that effective content marketing strategies on TikTok can enhance customer engagement, leading to higher purchase intentions among followers. This study offers novelty by integrating the analysis of content marketing, customer engagement, and purchase intention specifically on the TikTok platform. It provides new insights for brands on optimizing their content marketing strategies to improve customer engagement and drive purchase intentions, particularly in the underexplored context of TikTok marketing

Customer Purchase Intention Based on the Characteristics of Brand Ambassador: A Case Study of Biti’s Hunter in Vietnam

Customer Purchase Intention Based on the Characteristics of Brand Ambassador: A Case Study of Biti’s Hunter in Vietnam

The Impact of Interactivity on Customer Purchase Intention in Social Media Marketing: The Mediating Role of Social Presence

This research utilizes the S-O-R (stimulus-organism-response) framework to investigate how essential quality factors impact consumer behavior in social media marketing. Specifically, it assesses the impact of information quality, which includes believability, usefulness, and vividness, on social presence and customer purchase intention. Additionally, it evaluates interaction quality, characterized by responsiveness, real-time interaction, and empathy, and its influence on these variables. Data were obtained from 652 Chinese consumers engaged in live broadcasts through an online survey. Employing PLS-SEM with SPSS and SmartPLS software, the analysis revealed significant impacts from both information and interaction quality on the results of the study. These factors were found to enhance customers' perception of social presence, significantly affecting their intent to purchase on social media live platforms. The findings offer crucial theoretical and practical insights for merchants to refine marketing strategies, underlining the importance of high-quality information and interaction in boosting consumer engagement and driving purchase decisions.

The impact of AR online shopping experience on customer purchase intention: An empirical study based on the TAM model.

Augmented Reality (AR) offers a rich business format, convenient applications, great industrial potential, and strong commercial benefits. The integration of AR technology with online shopping has brought tremendous changes to e-commerce. The Technology Acceptance Model (TAM) is a mature model for assessing consumer acceptance of new technologies, and applying it to evaluate the impact of AR online shopping experiences on consumer purchase intention is an urgently needed area of research. Firstly, the typical applications of AR in online shopping were reviewed, and the connotations and experiences of AR online shopping were summarized. Secondly, using the five types of AR online shopping experiences as antecedent variables, and perceived ease of use and perceived usefulness as intermediate variables, a theoretical model was constructed to explore the impact of AR online shopping experiences on customer purchase intentions, followed by an empirical study. Finally, suggestions were proposed for optimizing the online shopping experience to enhance purchase intentions. The article expands the application scenarios of the Technology Acceptance Model and enriches the theory of consumer behavior in Metaverse e-commerce.

Customer purchase intention towards agricultural products on Vietnam online retail platforms

This study aims to investigate significant factors affecting customers’ online purchase intentions towards agricultural products in Vietnam. A questionnaire survey was conducted to collect data from 250 customers who have experience in the online shopping sector. The collected data were analyzed by SPSS 26 software. The results reveal that perceived usefulness, perceived ease of use, brand reputation, subjective norm, and perceived risk are direct predictors of customers’ online purchase intention for agricultural products on Vietnam retailing platforms. Particularly, perceived usefulness is found to have the greatest impact on customers’ online purchase intention, followed by perceived risk and then brand reputation. Meanwhile, perceived risk has negative impacts, perceived usefulness and brand reputation pose positive impacts for online purchase intention towards retailing platforms. Meaningfully, this study provides significant contributions about online customer behaviour in both theoretical and practical aspects, especially in a developing area of agricultural products such as that found in Vietnam.

The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention of Youth Customers in Kathmandu Valley

This study examines the effect of electronic word of mouth on brand image and purchase intention of youth customers in Kathmandu Valley. Brand purchase of customer is the dependable variable. The independent variables are brand image, price, information usefulness, source credibility and purchase intention. The primary source of data is used to assess the opinions of the respondents regarding the electronic word of mouth on brand image and purchase intention of youth customers in Kathmandu Valley. The study is based on primary data of 135 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of different factors influencing brand image and purchase intention of youth customers during in Kathmandu Valley. The study showed that brand image and information usefulness have positive impact on brand purchase of customer. It indicates that increase in brand image and information usefulness leads to increase in brand purchase of customer. Likewise, source credibility has a positive impact on brand purchase of customer. It indicates that increase in source credibility leads to increase in brand purchase of customer. Similarly, purchase intention has a positive impact on brand purchase of customer. It means that increase in purchase intention leads to increase in brand purchase of customer. Moreover, price has a negative impact on brand purchase of customer. It indicates that increase in price leads to decrease in brand purchase of customer.