Purchase Intention Research Articles

The Effectiveness of Tiktok in Increasing Brand Awareness Among Users

Technological advancements have revolutionized marketing strategies, particularly in the realm of social media. As businesses recognize the importance of brand awareness in consumer decision-making, platforms like TikTok have emerged as powerful tools for enhancing brand visibility. Despite its rapid rise in popularity, TikTok's effectiveness in increasing brand awareness remains underexplored. This study investigates "The Effectiveness of TikTok in Increasing Brand Awareness Among Users" with three primary objectives: (RO1) to identify the effect of Mobile Application Values, Information Quality, System Quality, and Influencer Trust on Brand Awareness; (RO2) to identify the effect between Brand Awareness and Word of Mouth; and (RO3) to analyze the effect between Brand Awareness on Purchase Intention. The research adopts a quantitative approach, utilizing a questionnaire distributed to B2C TikTok users. A sample size of 343 respondents was determined using stratified sampling. Descriptive and regression analyses were conducted to interpret the data. The results indicate that Mobile Application Value, System Quality, and Influencer Trust significantly influence Brand Awareness on TikTok, while Information Quality does not exhibit a significant effect. Moreover, Brand Awareness positively impacts both Word of Mouth and Purchase Intention, underscoring its pivotal role in consumer behavior. This study contributes to a deeper understanding of TikTok's potential as a branding tool and offers practical insights for marketers seeking to leverage the platform effectively. Despite limitations in sample size and survey biases, the findings provide a foundation for future research and the refinement of marketing strategies in the dynamic landscape of social media.

Effects of brand visual identity on consumer attitude ：A systematic literature review

Brand visual identity is a critical component of brand image and impacts consumers' brand perception and attitude. Although scholars and practitioners have increasingly researched brand visual identity, most focus on brand communication and corporate management perspectives, necessitating a systematic review of consumer attitudes based on brand visual identity elements. This study aims to review the impact of brand visual identity on consumer attitudes and provide directions for future research. We conducted a systematic search using PRISMA guidelines, reviewed relevant articles published in four databases (Web of Sciences, ProQuest, Scopus, and Elsevier) in the past two decades (2004-2024), and obtained 559 articles in May 2024. We conducted a thorough peer-review of both theoretical and empirical journal articles, followed by a scoping review. Thirty-four studies were eligible, analysing consumers' perceptions of various core elements of brand visual identity (BVI) (such as brand logo, colour, name, typography, and font), as well as the impact of brand visual identity on consumer attitudes and the practical implications of brand management. The results show that the consumption of visual identification elements affects consumers' perceived brand quality, brand personality, brand satisfaction, loyalty, favourability, and so on., as well as purchase intentions and social attitudes. In summary, the findings indicate that brand visual identity elements impact consumer perceptions and attitudes. However, despite some progress, further research is necessary to arrive at more definitive and robust conclusions.

Vietnamese people’s behavior and future intention to purchase medicines and functional foods on the internet: a cross-sectional study

This study investigated Vietnamese people’s behavior and future intention to purchase medicines and functional foods online and their associated factors. From March to May 2023, a Google Form questionnaire was distributed via social networks and online platforms. Convenience and snowballing sampling methods were employed to recruit 1,305 Vietnamese people. In the past year, 50.3% of participants purchased at least one kind of medicine and/or functional foods online (medicines: 27.6%, functional foods: 45.1%). Among 656 buyers, nearly a third bought these products more than three times and only 5.9% felt dissatisfied with their previous experiences. This purchasing behavior was more prevalent among females, those married, having higher education levels, usually shopping online, having longer time of Internet use per day, and seeking health information on the Internet (p < 0.001). In addition, 77.5% of participants intended to purchase these products online in the future and 61.2% would introduce this kind of online purchase to other people. The purchase intention was significantly associated with the participants’ previous experiences, area, contracting chronic diseases, and using the Internet for self-medication, while factors associated with the introducing intention included their education level, occupation, and previous experiences in online purchases (p < 0.001).

Muslim Intention to Buy Sustainable Modest Fashion: A Value-Attitude-Behavior Approach

Purpose: To analyze the factors that influence the intention of Muslims to sustainable modest fashion. Design/methodology/approach: using quantitative methods. The analytical technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with 220 respondents as a sample of Muslims in Bandung City, Indonesia. Findings: The results showed altruism, egoism, and Islamic religiosity affect attitudes. Then, altruism value, egoism value, and attitude affect purchase intention. However, Islamic religiosity does not affect purchase intention. Practical implications: Entrepreneurs can incorporate the values of altruism and egoism in their marketing communications. In addition to emphasising environmental and social protection aspects, businesses can pay attention to the aesthetics and quality of their products. Meanwhile, the government can provide support through policies and facilities that encourage the production and consumption of products that are in line with sustainable development goals (SDG’s). Originality/value: This study examines the influence of altruistic values, egoistic values, Islamic religiosity, and attitudes on purchasing intentions in one theoretical framework. This research specifically focuses on one type of fashion product, namely modest fashion, which has not been widely studied in previous research in the realm of sustainable consumption.

Impact of user-generated content in digital platforms on purchase intention: the mediator role of user emotion in the electronic product industry

Impact of user-generated content in digital platforms on purchase intention: the mediator role of user emotion in the electronic product industry

The Effect of Product Quality and Price on Purchase Intention of Event Package at the Apurva Kempinski Bali

The data analysis method used in this study is Multiple Linear Regression, Coefficient of Determination, t test and F test. According to the results of the study, it can be observed that product quality has a positive and significant impact on interest in buying event packages, prices have a significant positive effect on interest in buying event packages and product quality and prices, simultaneously have a significant impact on interest in buying event packages. The high impact of product quality variables and prices on buying interest in event packages is 65.2%. The input that can be conveyed by researchers is that it is hoped that The Apurva Kempinski Bali Hotel will evaluate the services provided, so that later it can provide more responsive services, evaluate the prices offered, always provide good service, maintain good product quality, and prices such as the benefits received by buyers.

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 influence of UGC features on consumers' purchase intention in social e-commerce platforms: Taking Xiaohongshu as an example

With the rapid development of social e-commerce, content-based social e-commerce platforms have become one of the main channels for consumers to obtain information. And this social e-commerce platform relies on user generated content to convey valuable information to users. The relationship between user generated content and user purchase intention is still a question worth exploring. This article starts from an empirical perspective and studies the mediating variables between UGC text features and consumer purchase intention in social e-commerce platforms. Based on speech act theory (SAT) and receptor stimulus response theory (SOR), research hypotheses are proposed, with perceived value, perceived risk, and perceived interest as mediating variables. By using AMOS to construct a structural effects equation for verification, it is concluded that UGC text features can positively affect perceived value, perceived risk, perceived interest, and have an effective impact on purchase intention.

Development of A Structural Equation Model of The Variables Affecting the Purchase Intention Innovation Solar Power Air-conditioning Systems of Small and Medium-Sized Enterprise

Purpose: This quantitative dissertation aimed 1) to investigate the impact of government policies, product innovation attributes, consumer innovativeness, and perceived value towards purchase intention,2) to construct a linear structural equation model that illustrates the influence of those factors on the purchase intention of innovative solar power airconditioning system of SMEs in the service sector. Method: The sample group was 320 executives of SMEs in the service sector. Sampling was by specific and quota random sampling. Data were collected by a structured questionnaire and analyzed by descriptive statistics, confirmatory component analysis, and structural equation model analysis. Results: The findings of this study demonstrate significant direct effects of government policy, consumer innovativeness, and consumer’s perceived value on purchase intention of innovative solar power air conditioning systems. Moreover, government policy and consumer innovativeness also exerted indirect effects on purchase intention through their influence on consumers’ perceived value, serving as mediator variables. Research Implication: Through the development of a structural equation model, consumer innovativeness had the greatest overall influence on the purchase intention of SMEs in the service sector, followed by consumer’s perceived value, government policy, and product innovation attributes, respectively. Originailty/Value: Airconditioning SMEs can used government policy, consumer innovativeness, and consumer’s perceived value to motivate consumers on purchase intention of innovative solar power air conditioning systems.

Charity Publicity Strategy, Corporate Warmth and Consumer Response

In recent years, corporate philanthropy activities have made important contributions to helping the socially disadvantaged, narrowing the gap between the rich and the poor, strengthening emergency rescue and disaster relief, and promoting people's livelihood. On the one hand, enterprises have the appeal of economic interests, on the other hand, they also have the obligation to assume social responsibility, through charity activities can not only assume social responsibility, but also increase consumers' positive brand attitude and purchase intention, and improve the business conditions of enterprises. However, in real life, many companies do not pay attention to publicity work, resulting in charity activities that do not achieve the expected results of the enterprise, and even create the impression that consumers are "hypocritical". Although the company has paid the cost to undertake corporate social responsibility, it has not received the expected consumer response. Developing an effective publicity strategy for philanthropy can improve the situation and make corporate philanthropy work the most effective. So, what are the publicity factors that should be included in a corporate philanthropy publicity strategy? How do the various publicityl factors affect consumer response? The mechanism of its influence deserves in-depth study. First, three dimensions of corporate philanthropic publicity strategies are explored, publicity time, publicity media, and publicity initiative. From the consumer response perspective, the effects of corporate warmth on consumers' corporate attitudes and purchase intentions are also considered. Second, the impact of charity publicity strategy on consumer response under the regulation of corporate warmth is constructed. Applying two-factor ANOVA, it is found that the effects of publicity time and publicity initiative on consumer response are moderated by corporate warmth, while the effects of publicity media on consumer response are partially moderated. Finally, an orthogonal test is applied to find out the optimal combination of the three charitable publicity methods on consumer response. Aiming to help enterprises understand the mechanism of charitable publicity strategy on consumer response, and realize the purpose of effectively guiding consumer response and promoting consumers' recognition and support of corporate charitable activities

Influence of VIVO Mobile Brand Sponsorship of Sports Events on Consumer Purchase Intention

Effective sports sponsorship necessitates consideration of multiple factors. Previous scholars have primarily focused on the brand assets of sponsors and enhancement of the reputation that sponsoring brings to businesses. There has been limited exploration from the perspective of sports events themselves in terms of brand assets and the direct impact of these assets on sponsor audience purchase intention. This research aims to analyze the influences of VIVO mobile brand sponsorship including brand assets, brand fit, and audience engagement of sports events on consumer purchase intention. The research framework was laid on the stimulus-organism-response model. The sample size was 400 audience who attended the 22nd FIFA World Cup held in Guangzhou, China. Statistics used to analyze data were descriptive statistics including frequency, percentage, mean, and standard deviation; and inferential statistics including independent samples t-test, One-way ANOVA, LSD, simple linear regression, and multiple linear regression at the statistical significance level of 0.05. The results found that most of the respondents were male, married, aged 25-35 years old, educational level high school or vocational school, had monthly income of 5,000-10,000 yuan, and company employee. The hypotheses results found that age and occupation affect consumer purchase intention. Event brand assets including event brand image and event brand awareness has positive relation with consumer purchase intention with multiple correlation (R) = .566. The ability to predict the analytical equation is 31.70%. Brand fit and audience engagement influenced consumer purchase intention with correlation (R) = 0.485 and 0.469 accordingly. Keywords: brand assets, brand fit, audience engagement, purchase intention, sports sponsorship

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.

The Impact of Social Media Marketing on Consumer Purchase Intention and Customer Loyalty on E-commerce Websites

Thailand’s e-commerce industry has significantly improved in recent years, driven by widespread Internet access and smartphone adoption. The diverse online marketplace caters to the changing needs and preferences of Thai consumers. However, the impact of social media marketing on consumer purchase intention and loyalty to e-commerce sites has not received sufficient attention. This study focuses on online shopping platforms in Thailand to investigate the role of social media marketing in influencing consumer purchase intention and loyalty to e-commerce platforms. For this purpose, 400 online questionnaires were required for data collection and used for testing the hypothesis, based on the suitable statistics through the advanced statistical program. The findings indicated that demographic factors, consumer behavior, and social media engagement have significantly influenced consumer purchase intention. This research also highlighted implications for how e-commerce sites can enhance their marketing strategies and foster customer loyalty to their products. Keywords: social media marketing, purchase intention, customer loyalty

Exploring The Celebrity Effect on Live-Streaming E-Commerce: A Comprehensive SWOT Analysis of Influencer Marketing Strategies

In recent years, with the rapid development of the Internet and mobile technology, the landscape of business and marketing has changed dramatically, and particularly notable is the rise of live-streaming e-commerce. This new e-commerce model combines e-commerce with live video streaming to enhance the shopping experience through product display, promotion and sales by anchors. In this model, the celebrity effect, which takes advantage of celebrities' large fan bases and strong influence, plays an important role in driving consumer behaviour. This paper explores the impact of the celebrity effect on live-streaming e-commerce and analyses its strengths, weaknesses, opportunities and threats through SWOT analysis with typical case studies in China. The findings highlight the key role of celebrity endorsement in increasing consumer engagement and purchase intention, while also exploring the potential risks and challenges. The paper concludes with suggestions for optimisation and development to maximise the role of the celebrity effects in live-streaming e-commerce.

Psychological Factors Influencing Consumer Purchases in the Sports Goods Market: Insights and Strategies

With the improvement of people's health awareness and the popularity of sports activities, the sports goods market has expanded rapidly. It is of great significance for merchants to develop effective marketing strategies to understand the influence of consumer psychology on sports merchandise sales. The purpose of this study is to explore the psychological factors that affect consumers' purchase of sports goods, including brand cognition, social influence, personal values and consumption experience, and analyze how these factors affect consumers' purchase decisions. By searching the relevant data in the past five years, the impact of different dimensions on consumers can be judged. It is found that brand cognition and social influence are important psychological factors for consumers to buy sports goods. Specifically, high brand perception significantly increases consumers' willingness to buy, while social impact is particularly important, especially among younger consumers. In addition, the individual's personal values are also positively correlated with the purchase behavior, which can promote consumers' loyalty to sports goods and repeat purchase intention. This study shows that understanding consumer psychology is crucial to improving sports merchandise sales. Merchants should pay attention to the shaping of brand image and the construction of social influence, and meet the psychological needs of consumers through accurate market positioning and marketing strategies, so as to enhance the purchase intention and brand loyalty of consumers. This provides empirical support and theoretical guidance for the marketing of sports goods.

Navigating ideals: effects of curvy and thin models in Instagram fashion advertising on body type preferences and clothing purchase intentions

Purpose In light of the challenge the fashion industry faces to be more body shape-inclusive, several brands now feature curvy models (large breasts and buttocks, wide hips and a small waist) in their online advertising. Gaps exist in the understanding of the influence of these models on young consumers’ perceptions of body ideals and advertising effectiveness. This study aims to investigate how brief exposure to idealized thin and curvy models in Instagram fashion advertising affects young female consumers’ body type preferences and clothing purchase intentions. Design/methodology/approach Data were collected from 245 late-adolescent girls, aged 17–19 years, through online questionnaires. Participants were randomly assigned to view Instagram fashion advertising featuring thin or curvy models before reporting on study variables. Findings Results revealed that girls expressed a preference for the body type to which they were exposed. However, they indicated a higher intention to purchase clothes worn by thin models than those worn by curvy models despite rating both thin and curvy models as equally attractive. This effect held even when controlling for participants’ body size. Originality/value To the best of the authors’ knowledge, this is the first known study to experimentally examine the effects of curvy models featured in Instagram fashion advertising on late-adolescent girls’ body type preferences and clothing purchase intentions. The study shows that purchase intentions do not necessarily follow body type preferences. Findings also highlight the role that advertisement content has in promoting idealized, yet frequently unattainable, body types. Marketers are encouraged to weigh the ethical implications of their use of these extreme body types.

The Impact of Social Media Influencers on Consumer’s Purchase Intention Mediated by Attitude – Applied on Dermatology Influencers

The Impact of Social Media Influencers on Consumer’s Purchase Intention Mediated by Attitude – Applied on Dermatology Influencers

Factors influencing consumers' purchase behavior toward indigenous chicken: insights from a cognitive affect behavior model

PurposeThis study addresses a critical gap in understanding consumer behavior toward indigenous chicken, investigating the interaction between cognitive factors and purchase decisions. The current research offers a valuable contribution to the field of sustainable food marketing by shedding light on these dynamics.Design/methodology/approachThe research employed a quantitative survey method to gather data from consumers of indigenous chicken in Malaysia and analyzed it using structural equation modeling.FindingsHealth and price consciousness, along with effort expectancy, significantly influence consumer attitudes toward indigenous chicken. However, environmental consciousness and availability do not directly impact attitude. Similarly, attitude mediates the relationship between health consciousness, price consciousness, effort expectancy and purchase behavior, while attitude does not mediate the relationship between environmental consciousness, availability and purchase behavior of indigenous chicken.Originality/valueThis study is one of the pioneering works to apply the cognitive affect behavior (CAB) model to examine the factors influencing consumer attitudes and purchase behavior toward indigenous chicken. It investigates how constructs such as health consciousness, environmental consciousness, price consciousness, effort expectancy and availability affect these attitudes and behaviors, offering novel insights into the purchase intentions of younger and educated individuals.

Effect of Consciousness in Sustainable Consumption Habits on Purchase Intention of Green Products : Comparison Study Between India and USA

Effect of Consciousness in Sustainable Consumption Habits on Purchase Intention of Green Products : Comparison Study Between India and USA

Factors Influencing Online Purchase Intention: The Mediating Role of Attitude toward Online Shopping: An Empirical Study in Cosmetics Sector in Jordan

This study aims to determine the factors that influence online purchase intentions in the cosmetics sector in Jordan. The results showed that online sales promotion, electronic word-of-mouth, online product presentation and perceived risk have significantly influenced OPI and attitude towards online shopping, which mediates the relationship between independent variables and online purchase intention in the cosmetics sector in Jordan. The study recommends to examine the same factors in more sectors, as people in different sectors may have different characteristics and distinct behaviors; so, the findings may lack generalizability.