Purchase Intention Research Articles

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.

Does corporate ESG, an essential factor for overcoming the climate crisis, affect sustainability: The effects of psychological distance and purchase intention

AbstractThis study investigates the impact of Environmental, Social, and Governance (ESG) practices on consumer behavior, focusing on the role of psychological distance in shaping purchase intentions. Using construal level theory as the theoretical framework, primary survey data from South Korean consumers were analyzed. The findings reveal that social and governance activities within ESG positively influence consumers' psychological distance, enhancing purchase intentions. However, environmental activities do not show a similar effect. These results underscore the importance of clear and transparent communication regarding environmental efforts. This research expands the academic discourse on ESG by incorporating psychological distance and offers practical insights for businesses to develop effective ESG strategies tailored to consumer preferences.

The mechanism of brand crisis influence on consumer purchase intentions in the context of green development

The promotion of new energy vehicles (NEVs) in China not only provides a pathway for the country to achieve its “dual carbon” strategic goals but also facilitates the transformation and upgrading of the automotive industry, contributing to social development and economic growth. This study examines the influence mechanism of brand crises on consumer purchase intentions within the NEV sector, an area critical to sustainable infrastructure and green development. Using a framework of “brand crisis—consumer negative emotions/perceived risk—consumer purchase intention,” and data from consumer surveys conducted in Beijing, Shanghai, Zhengzhou, and two other locations, the study employs regression models to analyze the relationship between brand crises and purchase intentions. Mediation effect models are used to explore how brand crises impact consumer purchase intentions through negative emotions and perceived risks. The results indicate that brand crises significantly reduce consumers’ willingness to purchase products from affected brands, posing a threat to the market stability and growth of the NEV sector. Moreover, negative emotions and perceived risks mediate the relationship between brand crises and purchase intentions, highlighting the importance of addressing both emotional and cognitive responses in crisis management strategies. To mitigate the adverse effects of brand crises, companies should adopt measures to improve consumer sentiment and reduce perceived risks, such as proactive communication, transparency, and effective recall procedures. Additionally, factors such as NEV performance, price, and charging infrastructure coverage also play a crucial role in consumer purchase decisions. Therefore, companies must consider these factors when formulating crisis response strategies to swiftly regain consumer trust and promote sustainable market and green development. This study contributes to the broader discourse on infrastructure development and public policy by providing insights into how brand crises in the NEV industry can be managed to support sustainable economic growth and development. By understanding the mechanisms through which brand crises affect consumer behavior, this research offers valuable recommendations for policymakers, industry professionals, and academic researchers focused on the interplay between infrastructure, development, and policy.

The Influence of Social Media Marketing and Influencer Marketing on Consumen Behaviour (Case Study of Gen-Z In Kota Depok, West Java)

This study examines the influence of Social Media Marketing (SMM) and Influencer Marketing on the consumer behavior of Generation Z (Gen Z) in Depok City, West Java. Utilizing a quantitative research approach, data were collected from 100 respondents through an online questionnaire. The findings from the multiple linear regression analysis indicate that both Social Media Marketing and Influencer Marketing significantly affect consumer behavior. Social Media Marketing, which is measured through variables such as content engagement, brand awareness, interactive features, and ad recall, has been shown to increase consumer engagement and influence purchasing decisions among Gen Z. Meanwhile, Influencer Marketing, which encompasses trust in influencers, influencer credibility, purchase intention, and content quality, plays a critical role in shaping the attitudes and behaviors of Gen Z consumers, leading to increased brand loyalty and purchase intentions. The study's coefficient of determination (R²) value of 78.1% suggests that these variables collectively explain the majority of the variability in consumer behavior among Gen Z in Depok City. These results align with previous research, underscoring the effectiveness of digital marketing strategies in shaping consumer behavior and offering valuable insights for businesses targeting Gen Z through social media and influencer channels.

The Effect Of Product Development, Price, And After-Sales Service On Purchase Intention Mediated By Electronic Word Of Mouth On Ryu Brand Power Tool Products In Jakarta, Indonesia

This study explores the impact of product development, pricing strategies, and after-sales service on purchase intention, with a specific focus on the mediating role of electronic word of mouth (eWOM) in the context of RYU brand power tool products in Jakarta, Indonesia. The research aims to identify how these key factors influence consumer behavior and decision-making processes in a competitive market environment. Data were collected through surveys from a sample of consumers in Jakarta, and the relationships between variables were analyzed using structural equation modeling (SEM). The findings reveal that product development and price significantly affect purchase intention, while after-sales service exerts a moderate influence. Moreover, eWOM is found to be a critical mediator that amplifies the impact of these factors on purchase intention. This study provides valuable insights for marketers and business practitioners in enhancing consumer engagement and driving sales through strategic focus on product innovation, competitive pricing, and effective after-sales services, while leveraging the power of eWOM.

The Influence of Social Media Marketing on Consumers Behavior

Social media advertising's perceived utility, simplicity of use, entertainment, intrusiveness, andfrequency of use have been determined to be the most important elements influencing consumers'attitudes toward social media advertising, according to a new study. Customers' attitudes about socialmedia advertising are influenced by their perceptions of how easy it is to use. Consumers' attitudes towardsocial media advertising are influenced by factors such as perceived utility and intensity of social mediause, business reputation and incentives, perceived ad entertainment, perceived commercial intrusion, andpeer influence. Consumers' behavior regarding social media advertising, their intention to engage in eWOMbehaviors, their intention to visit the websites of firms, and their purchase intents were shown to haveno significant moderating influence on each other.

Pengaruh Harga dan Promosi Live Straeming Penjualan Terhadap Perilaku Impulse Buying Pada Pembelian Produk di TikTok Shop

Online shopping platforms in Indonesia continue to develop with the help of many digital consumers. This requires innovation and good marketing strategies, especially in price and promotion. This research aims to review the influence of price and promotion variables on purchase intention on one of the digital platforms (TikTok Shop). Quantitative methods are used in this study, including data collection techniques, such as distributing questionnaires to 100 respondents. The data collected were then analyzed through multiple linear regression. This research proves that price has a positive but insignificant effect on the impulse buying behavior of TikTok Shop consumers. This means that even though the price is relatively cheap, TikTok Shop consumers are not interested in buying the product. Then, in the second hypothesis, the results showed that live-streaming promotions affect consumer impulse-buying behavior because impulse-buying behavior is driven by the desire to buy a product after the product is marketed through live-streaming. Therefore, live streaming affects impulse buying.

Increasing the purchase intentions for suboptimal products: Comparing potential marketing strategies

To reduce food waste, motivating consumers to purchase suboptimal (imperfect) products seems a promising strategy. Yet, two recent literature reviews show that it is challenging to motivate consumers to purchase suboptimal products. Moreover, the effects of the most promising marketing strategies thus far – pricing and communication strategies − have hardly been directly compared. Our research addresses these issues by 1) presenting two novel strategies that can increase purchase intentions for suboptimal products, and 2) comparing the effects of pricing strategies, communication strategies, and the two novel strategies. In a survey and an experiment, consumer responses to pricing (discounts or multi-item promotions), communication (concerning products’ naturalness or sustainability), and experience strategies (providing tasting or a show) were compared, revealing varying effects on product perceptions and purchase intentions. Consumers’ value orientations influenced consumer responses to marketing strategies. These findings provide valuable suggestions for future research on minimizing suboptimal food waste.

The Impact of E-Commerce Live Broadcasts on Consumers’ Purchase Intention

E-commerce live broadcast has an important influence on consumers’ purchase intention. The three dimensions of live broadcast content in the broadcast room are the number of comments, product quality, and live content as independent variables. A theoretical model is constructed with perceived value and risk as intermediaries and the consumers’ purchase intention as the dependent variable, and corresponding hypotheses are put forward. We designed the scale, collected relevant data, and tested the model hypothesis using Statistical Package for Social Sciences (SPSS) and Analysis of Moment Structure (AMOS) software. The study found that the number of comments and product quality had a significant impact on perceived value, perceived risk, and consumers’ purchase intention. From this conclusion, it is suggested that businesses should control the number of comments, strengthen the product quality of comments, and distinguish the repetition degree of the content of live broadcasts.

Influencer-consumer fit and intention to co-create brand value: The serial mediation of influencer authenticity and attitude toward brand

Social media influencer marketing has emerged as an essential marketing strategy in the online interactive environment. This study investigates the impact of influencer-consumer fit (ICF) on behavioral intentions; intention to co-create brand value (ICC) and purchase intention (PI), with the serial mediation of influencer authenticity (IA) and attitude toward brand (ATB). A self-administered questionnaire was distributed to followers of social media influencers in Pakistan. The data were collected from 421 female followers of social media influencers through survey and partial least squares—structural equation modeling was used for data analysis. The findings reveal that ICF impacts IA, while the latter impacts ATB. ATB in turn impacts behavioral intentions. The direct effects suggest that ICF impacts consumers’ PI but not the ICC. However, with the serial mediation of IA and ATB, the relationship becomes significant. The findings of this study may assist managers in building brand strategies to achieve excellence in a highly dynamic and competitive market by leveraging the power of influencer marketing.

Pengaruh Sosial, Materialisme, dan Impulse Buying terhadap Niat Membeli

This research investigates how social influence, materialism, impulse buying, and purchase intentions relate to each other. This research data collection method uses the Google Forms platform. Herbalife customers in the Gianyar district receive questionnaires directly through QR codes and links. This study uses the semantic differential scale 1 (Very Disagree) – 10 (Absolutely agree). Besides, attitudes can also be measured on this scale; however, rather than double options or checklists, the shape is a continuum line. Furthermore, the structural equation model (SEM) is used with the SmartPLS (Partial Least Square) 4 version for data analysis. The results of the research hypothesis sample test showed that based on 105 responses social influence does not affect purchase intention. Materialism and impulsive buying affect purchase intention. Social influence and materialism affect impulsive buying.

Factors Influencing Farmers Purchase Intention toward Insecticides of Rajkot District, India

The present study was conducted to identify the factors influencing farmers purchase intention toward insecticide of Rajkot district. A multi-stage random sampling method was used to select the samples during the actual survey. Total 120 insecticide users were selected randomly from Rajkot district. Principal component analysis was used to identify the factors influencing farmers purchase intention towards insecticide of Rajkot district. The result revealed that six components were product performance, financial support, product specifications, sales team influence, feedback and social influence, significantly impact farmers' purchase intentions for insecticides. The study concludes that multiple factors, including Product performance and farmer experience are the most influential, indicating the importance of reliable and effective products.

The Influence of Social Media Marketing, e-WOM, Celebrity Endorsement, CSR, and Advertising on Purchase Intention with Brand Image as a Mediating Variable among Marketplace Application Users in Batam City

Pada era digital ini, dimana dalam aktivitas sehari-hari semua orang seringkali bergantung pada digital membuat teknologi terus berkembang pesat. Untuk meningkatkan efisiensi dan mengurangi biaya, teknologi juga telah banyak digunakan di berbagai industri. Paradigma sistem perdagangan tradisional bergeser menjadi sistem perdagangan elektronik sebagai akibat dari perubahan penggunaan media informasi dalam operasi perdagangan. E-commerce yang kerap digunakan oleh masyarakat Indonesia, antara lain aplikasi marketplace berupa shopee, tokopedia, dan lazada. Ketiga aplikasi marketplace ini merupakan aplikasi marketplace yang memiliki peminat yang banyak di Indonesia. Penelitian ini dilakukan untuk mengetahui pengaruh social media marketing (SMM), electronic word of mouth (e-WoM), celebrity endorsement, corporate social responsibility (CSR), dan advertising terhadap purchase intention (PI) pada aplikasi marketplace yang dimediasi oleh brand image (BI) di kota Batam. Pengguna aplikasi marketplace di kota Batam menjadi sampel penelitian ini, dan 330 orang merespons survei. Hasil studi ini menampilkan bahwa adanya pengaruh signifikan positif dari brand image (BI), social media marketing (SMM), electronic word of mouth (e-WoM), celebrity endorsement, corporate social responsibility (CSR), dan advertising terhadap purchase intention (PI). Penelitian ini juga menyatakan bahwa brand image (BI) dapat memediasi hubungan signifikan antara social media marketing (SMM), electronic word of mouth (e-WoM), celebrity endorsement, corporate social responsibility (CSR), dan advertising terhadap purchase intention (PI).

Peran Brand Attitude dalam Memediasi Inovasi Produk dan Celebrity Endorser terhadap Minat Beli (Studi pada Produk Bedak Padat Kosmetik Pixy di Kota Cilegon)

This research aims to explore the influence of product innovation and the use of celebrity endorsers on purchase intention with special attention to the role of brand attitude as an intervening variable. The research applies a quantitative approach and uses a purposive sampling method. The survey used a Google form with 400 female respondents aged 20-34 years in Cilegon City. The analysis method uses descriptive and inferential statistics, data processing uses SmartPLS software. The results of this research show that a significant influence was found between the product innovation variable and the celebrity endorser variable on the brand attitude variable. Furthermore, a significant influence was also found between the celebrity endorser variable and the brand attitude variable on the purchase interest variable, but no influence was found between the product innovation variable on the purchase interest variable for Pixy Cosmetics pressed powder products in Cilegon City. The brand attitude variable can be used as a mediating variable for the influence of the product innovation variable and the celebrity endorser variable on purchasing interest in Pixy Cosmetics pressed powder products in Cilegon City.

The future of hybrid foods: will consumers embrace dairy‐plant blends?

SummaryThis study investigated the perception of Uruguayan consumers towards hybrid dairy‐like products, including beverages and yogurts made with a mix of milk and plant proteins from canola, hemp, or soy. The study was conducted online with 261 participants, using a 2 × 4 experimental design to analyse consumer responses to product type and protein source. Results showed that dairy yogurt was the most preferred. Among plant protein ingredients, canola and hemp were the most and least preferred, respectively. Consumers rated each product on purchase intention, environmental friendliness, and other attributes through a comprehensive questionnaire. Findings indicated significant variation in purchase intentions based on product and protein type. Canola‐based products were seen as more environmentally friendly compared to soy. Attributes such as ‘Healthy’, ‘Contains calcium’, and ‘Contains proteins’ positively affected purchase intentions, while negative perceptions about flavour impacted intentions adversely. Cluster analysis revealed significant differences across clusters regarding protein preferences and product types.

Pengaruh Electronic Word of Mouth Melalui Media Sosial Tiktok Terhadap Minat Beli Produk Kosmetik Somethinc pada Mahasiswi di Jakarta

The cosmetic brand Somethinc has achieved various milestones since 2019. However, some of its products still experience low sales. To remain competitive, Somethinc needs to develop an effective marketing strategy, with electronic word of mouth on TikTok potentially serving as a solution. This study aims to assess the impact of electronic word of mouth through TikTok on the purchase intention of Somethinc products among female students in Jakarta. This research employs a quantitative approach, combining survey and observational methods, with data collected through a questionnaire. The results reveal a t-test significance value of 0.000 (p < 0.05) and a t-value of 12.121, which exceeds the critical value of 1.984, confirming the rejection of the null hypothesis and the acceptance of the alternative hypothesis. These findings indicate a significant effect of electronic word of mouth through TikTok on the purchase intention of Somethinc products. The coefficient of determination (R-squared) is 0.600, meaning that electronic word of mouth through TikTok accounts for 60% of the variance in purchase intention for Somethinc products, while the remaining 40% is influenced by other variables not examined in this study.

Theory of Behaviour dalam Virtual Interactivity untuk Meningkatkan Purchase Intention

With the growing evolution of social media, influencers have become an important intermediary between influencers and their audiences through the content they create, which can increase the role of social media as a marketing tool. The beauty industry faces challenges such as buyer disappointment after purchasing ']bnvc products reviewed by influencers, and the existence of influencers who accept endorsements of inauthentic products, causing losses to companies with genuine products and also deceiving their audiences by becoming a marketing medium for inauthentic products. Positive perceptions of the attractiveness of celebrity influencers have the potential to influence purchase intention. This research uses PSB Theory to analyze factors such as celebrity influencer's credibility, celebrity influencer attractiveness, attitude, virtual interactivity, brand awareness, and brand loyalty. It is hoped that the results of this research can become a basis for maximizing purchase intention through the factors of celebrity influencer's credibility, celebrity influencer attractiveness, attitude, virtual interactivity, brand awareness and brand loyalty

A Semantic Analysis of the User-Generated Content from Social Network Sites of Cashbuild Limited: Application of Text Mining, Machine Learning and Big Data Analytics toward the Development of a Customer-Centric Marketing Strategy

Social Network Sites (SNS) have grown rapidly over the past 15 years, which is in line with the growth of smartmobile phones. A key phenomenon of SNSs is User-Generated Content (UGC). It enables social engagements between users and their followers. UGC shares various perspectives on news, entertainment, and fun, as well as their perspectives on brands like Customer Experience (CX) and Customer Satisfaction (CS). UGC stimulates the Brand Attitudes (BA) of the readers if the user is trusted and credible. BAs influence the Purchase Intentions (PI) of the readers of UGC. Marketers like that UGC influences PI. They learn about CX and CS, which users share on the UGC. This semantic study uses Text Mining (TM) and Big Data Analysis (BDA) to extract keywords from the UGC of a building materials retail company, Cashbuild Limited (CBL) from the Republic of South Africa (RSA). The UGC was analysed using Power BI (PBI) to identify its sources and sentiments. The majority of the UGC in this study was obtained from Facebook (94.51%), followed by X.com (3.95%). The rest of the UGC was obtained from Blogs (0.79%) and Instagram (0.76%). 65.63% of the UGC was neutral, 29.74% positive, and 4.46% negative. UGC influences PI by mediating hedonic and utilitarian Brand Equity. The generation of a high-quality UGC was encouraged by CS - an outcome of CX. CX comes from the touchpoints across the CJ. Marketers want to ensure a good customer experience (CX) to achieve customer satisfaction (CS). Ultimately, CS influences future customer expectations (CE) when shared through UGC. 84 top keywords were extracted out of 16 328 hit sentences (HS) from the UGC of CBL using the MELTWATER program. The keywords were ranked to 51 frequency positions. CONCOR analysis was used to determine the connectivity and centrality of the keywords using Freeman’s coefficient and the Eigenvector value for each keyword. The results of the CONCOR analysis were used to identify 41 significant keywords based on their higher connectivity and centrality. The 41 significant keywords were matched with the 16 328 HSs. 14 keywords that matched less than 100 HSs were excluded. The remaining 27 keywords were subjected to exploratory factor analysis EFA on Statistical Program for Social Sciences (SPSS). 21 keywords were loaded on 8 factors, and the model explained 68.363% of the variance with a Kaizer Meyer Olkin (KMO) of 0.736 above 0.6. The 8 categories were compared to input from a panel of industry experts. 7 categories proposed by experts matched 7 out of 8 categories from the statistical model. 7 key themes proposed to be used in the study to develop Customer-centric Marketing Strategies (CCMS) in the building materials retail industry (BMRI) are DIY Kings, House Proud, Project Master, Renovators, Interior Image, Building Materials Inventory, and Promotions. All 5 objectives of the study were met. The study adds value to the development of CCMS learning from the UGC.

Deciphering the global research trends and significance of moral intelligence via bibliometric analysis.

Moral Intelligence (MI) as a concept has gained importance in recent years due to its wide applicability in individual, organizational, and clinical settings or even policy making. The present study employed Bibliometric analysis to understand the emerging topics associated with MI and its global research trend. This paper's primary aim was (i) to explore the temporal and geographic growth trends of the research publication on MI. (ii) to identify the most prolific countries, institutions, and authors, working on MI, (iii) to identify the most frequent terminologies, (iv) to explore research topics and to provide insight into potential collaborations and future directions, and (v) to explore the significance of the concept of moral intelligence. Bibliometric analysis was used to understand the emerging topics associated with MI and its global research trend using the SCOPUS database. VOS viewer and R were employed to analyze the result. Through the analysis conducted, the development of the construct over time was analyzed. Results have shown that Iran and the United States and these two combined account for 53.16% of the total country-wise publications. Switzerland has the highest number of Multi-county publications. Authors from Iran and Switzerland have the most number of publications. Emerging topics like decision-making, machine ethics, moral agents, artificial ethics, co-evolution of human and artificial moral agents, green purchase intention etc were identified. The application of MI in organisational decision-making, education policy, artificial intelligence and measurement of moral intelligence are important areas of application as per the results. Research interest in MI is projected to increase according to the results delineated in this article.

Pengaruh Brand Awareness dan Product Design terhadap Buying Decision melalui variabel Purchase Intention pada Produk AQUA Japan di Kota Serang

This research aims to determine the influence of brand awareness and product design on purchasing decisions through the purchase intention variable. The subjects in this research were 250 community respondents in Serang City. Data analysis tools use SPSS and SmartPLS using a Likert scale. The results of the research show that there is a significant influence between the product design variable on the purchase intention variable, but no direct influence was found between brand awareness on the purchase intention variable for AQUA Japan products in Serang City. Then there is a significant influence of the brand awareness, product design, purchase intention variables on the buying decision variable for AQUA Japan products in Serang City. This research also found that the purchase intention variable does not have a mediating effect on the influence of brand awareness on buying decisions, but the purchase intention variable can be used as a mediation on the influence of product design on buying decisions for AQUA Japan products in Serang City.