Purchase Motivation Research Articles

Factors influencing TikTok-based user purchase intention: comparison between potential customers and repeat customers

PurposeThe purpose of this paper is to examine how different types of user experience in TikTok impact purchase intention via commitment to the influencer and commitment to the platform, with customer type included to determine moderating effects. Three types of user experience are considered: information experience, entertainment experience and parasocial-relationship-based experience.Design/methodology/approachThis study collected 458 valid questionnaires from TikTok users, employing the structural equation modeling approach to examine the proposed research model.FindingsInformation experience, entertainment experience and parasocial-relationship-based experience are found to critically stimulate user commitment to the influencer and commitment to the platform, in turn driving TikTok-based purchase intention. Tests incorporating customer type reveal that commitment to the influencer more strongly influences the purchase intention of repeat customers, with commitment to the platform more likely to stimulate purchase intention among potential customers.Research limitations/implicationsOn a theoretical level, the paper is among the first to examine TikTok-based user purchase intention with customer type as a moderator. On a practical level, the results can guide marketers to effectively promote products using TikTok and inspire TikTok managers to develop customized strategies to stimulate initial and repeat sales.Originality/valueTikTok is moving to the stage of commercialization and monetization by introducing e-commerce features. Although this move should cultivate particularly fertile ground for companies to sell products, TikTok user purchase behavior has yet to receive sufficient research attention, with little currently known about their purchase motivations. The current study uncovers the significant antecedents of users' purchase intention through TikTok, and further reveals the motivational differences among potential and repeat customers.

THE INFLUENCE OF VISUAL MERCHANDISING ELEMENTS ON SHOPPER’S IMPULSE BUYING MOTIVES

THE INFLUENCE OF VISUAL MERCHANDISING ELEMENTS ON SHOPPER’S IMPULSE BUYING MOTIVES Phaviithtirrah A/P Govindarajoo 1, Aniza Suriati binti Abdul Shukor2 Fazlina binti Abd Rahiman3 Politeknik Sultan Azlan Shah¹, Politeknik Sultan Azlan Shah², Politeknik Sultan Azlan Shah, Behrang, Perak³ Politeknik Sultan Azlan Shah Behrang 35950 Perak Malaysia phaviithtirrah@psas.edu.my ABSTRACT: Visual Merchandising is showing merchandise and concepts at the retailer’s very best with the end purpose of making sales. The primary purpose of this study was to examine what visual merchandising elements are the most influential on shoppers in the Sports Direct Sunway Pyramid when shopping in sports, fitness, fashion and lifestyle fascia’s & brands. A total of 100 respondents participated in the survey. The study used a non-probability sampling technique which is convenience sampling. The respondents were customers of a Sports Direct Sunway Pyramid. The data were processed using the Statistical Packages for Social Sciences (SPSS) version 23. The researchers have identified three main elements of visual merchandising: window display, mannequin display and floor merchandising. The value of the correlation coefficient is 0.695. The outcomes showed that shopper's impulse buying is significantly influenced by window displays, mannequin displays and floor merchandising. The study also concludes that the Mannequin display had the highest positive influence on shoppers' impulse buying and floor merchandising has the least significant effect on shoppers' impulse buying motives in the Sports Direct Sunway Pyramid. To entice customers into their store, the merchant must thus comprehend the demands and wishes of the shoppers and produce the ideal exhibition of the shoppers' expectations. Keywords: Visual Merchandising, Window Display, Mannequin Display, Floor Merchandising, And Impulse Buying Motives

Exploring the relationships between psychological variables and loot box engagement, part 1: pre-registered hypotheses.

Loot boxes are purchasable randomized rewards in video games that share structural and psychological similarities with gambling. Systematic review evidence has established reproducible associations between loot box purchasing and both problem gambling and problem video gaming, perhaps driven by a range of overlapping psychological processes (e.g. impulsivity, gambling-related cognitions, etc.) It has also been argued that loot box engagement may have negative influences on player financial and psychological wellbeing. We conducted a pre-registered survey of 1495 loot box purchasing gamers (LB cohort) and 1223 gamers who purchase other, non-randomized game content (nLB cohort). Our survey confirms 15 of our 23 pre-registered hypotheses against our primary outcome (risky loot box engagement), establishing associations with problem gambling, problem gaming, impulsivity, gambling cognitions, experiences of game-related 'flow' and specific 'distraction and compulsion' motivations for purchase. Results with hypotheses concerning potential harms established that risky loot box engagement was negatively correlated with wellbeing and positively correlated with distress. Overall, results indicate that any risks from loot boxes are liable to disproportionately affect various 'at risk' cohorts (e.g. those experiencing problem gambling or video gaming), thereby reiterating calls for policy action on loot boxes.

A Study Based on Contemporary Consumer Behavior of Women of Different Age Groups

Consumption behavior refers to the psychological and practical aspects of consumers' demand psychology, purchase motivation, and consumption willingness. Women are the core mainstay of China's consumer army, with a total female population of 688.44 million in 2023, accounting for 48.76% of the total population. This paper analyzes different age groups, explains the characteristics and influencing factors of female consumers' consumption behavior, and combines practical cases to study women's consumption behavior in different age groups. It is found that female consumers pursue image and pay attention to the image of the consumer behavior qualities, and their consumption behavior appears emotional, rationalization, active, and passive characteristics, accelerating the broadening of the consumer market and promoting the transformation of the current economic structure. Female consumers have become the key object of enterprise market competition; they fully understand the consumption psychology and behavioral characteristics of female consumers and formulate appropriate marketing strategies to improve the competitiveness of enterprises to win in the fiercely competitive market.

Applying the triple coherence line to in-store marketing plans to increase private label market share

Difficult economic times might encourage private label purchases, though most such decisions occur in-store. The current study therefore presents an analysis of whether in-store displays (ISD) exert similar effects on private labels versus national brands, which ISD are most effective, and how retailers can maximize their effects. With a triple coherence line (TCL) framework, the authors determine ISD that favor a decision process in which the consumer can easily recognize the benefits of a promotion, increase their impact on sales, especially if the product itself offers similar benefits. They establish a novel, unique data set of scanner and observational data about daily product prices and sales in 22 categories, according to the uses of different ISD (shelf signage, end-of-aisle, islands) and promotions (price, product). The results confirm their different effects on private labels versus national brands; when ISD facilitate decision processes that are congruent with private-label purchase motivations, they exert greater effects on sales, and these effects can be maximized by applying the TCL framework. In detail, shelf signage that stimulates more cognitive and rational purchase decisions exerts powerful effects on private label purchases, which get reinforced by price promotions. These insights extend previous studies of in-store marketing actions and purchase decisions, leading to some useful recommendations for retailers.

Game Attendance in Luxury: Purchase Motivations of Suites and Club Level Seating in Division I College Football

At the Division I Football Bowl Subdivision (FBS) level, athletic departments generate revenues from ticket sales, and premium seating areas provide spectators with upgrades in exclusive parts of stadiums for a substantial fee. The focus of this study was to determine purchase motivations for college football premium seating, where emergent themes were discerned from data provided by actual premium seating users and expert athletic administrators. Results indicated the following prevalent themes (and sub-themes) on motivations to purchase luxury suites: experience (comfort and amenities, watching the game), entertainment (family and friends, corporate), prestige, and support. In club level seating, the results indicated purchase motivations included: watching the game (view, seat setting), upgraded amenities (climate comfort, food and beverages/alcohol), prestige, and support. Chiefly, the findings indicated college football premium seating spectators are distinct from general seating attendees, and expanded premium seating research beyond just administrator perceptions with corporate clientele in professional sport. Keywords: college football, FBS, luxury suites, club level seating, premium seating, attendance, motivators, sport consumer behavior, Division I, ticket sales

Relationship between Hair Designer's Propensity to Consume, Motivation for Purchasing Luxury Goods, and Luxury Purchase Attitude

The need for research on luxury consumption behavior is increasing as individual luxury consumption is expanding among various consumers as a symbolic factor representing their individuality and social status due to the economic development of society and the increase in personal income. Therefore, in this paper, propensity to consume, motivation for purchasing luxury goods, and luxury purchase attitude were investigated and analyzed to study the consumption behavior of the hair designer group. This study directly distributed 400 questionnaires to adults in their 20s and older in Seoul and Gyeonggi Province through a self-response survey, and collected 338 questionnaire analysis data, excluding 62 that were deemed insufficient to analyze. Through reliability analysis and factor analysis, the validity and reliability of hair designers' propensity to consume, motivation for purchasing luxury goods, and luxury purchase attitude were confirmed. In addition, through regression analysis, it was analyzed how propensity to consume, affects motivation for purchasing luxury goods and luxury purchase attitude, and how motivation for purchasing luxury goods affects luxury purchase attitude. As a result of the analysis, it was confirmed that consumers with high ostentatious and planned tendencies are more likely to have an incentive to motivation for purchasing luxury goods, and consumers with reasonable tendencies have a negative relationship with the motivation for purchasing luxury goods. It has also been confirmed that hair designers who want to purchase luxury goods for social or practical purposes have a more positive attitude toward luxury goods. This shows that there is a close relationship between motivation for purchasing luxury goods and purchase attitude, and suggests that consumers' purchase motivation should be considered through strategies that emphasize brand value.

자기선물 구매동기가 심리적 웰빙과 재구매의도에 미치는 영향

This study aims to investigate the impact of consumers’ self-gift purchase motivation on their psychological well-being and repurchase intention in the context of the consumption trend of pursuing self-healing and small happiness for themselves and to verify whether there are differences in the relationship between these research concepts by product type. To this end, hypotheses and research models were derived from the theoretical background, and a survey was conducted among Chinese consumers who had purchased utilitarian or hedonic products as self-gifts, and the results were tested using a structural equation model. The research findings are summarized as follows. First, the investment motive, consolation motive, and imitation motive of self-gifting had a positive effect on psychological well-being after self-gifting, and the investment motive had a positive impact on the repurchase intention of self-gifting. Second, psychological well-being after self-gift purchase positively affected repurchase intention. Third, the moderating effect of product type was significant in the relationship between all consumption motives and psychological well-being except for the self-gift imitation motive. In particular, psychological well-being had a positive effect on repurchase intentions after self-gifting hedonic products for reward and comfort motives, and psychological well-being had a positive effect on repurchase intentions after self-gifting utilitarian products for investment motives. These results suggest that companies should focus on consumers’ preferences for self-gifting, develop differentiated products, and establish differentiated marketing strategies based on consumers’ purchase motives, such as developing communication messages appropriate to their product types.

Consumer Valuation of Thanksgiving Items and the Role of Organic Certifications

AbstractPrevious research links organic purchasing motivations to personal and family health. We conduct a national survey to explore whether this preference intensifies when preparing family meals, especially during Thanksgiving. We find that approximately 83% of consumers change their consumption habits for Thanksgiving, with a notable preference for organic products. Results from the choice experiment indicate willingness to pay premiums for Thanksgiving-themed items, especially those with USDA-certified organic or certified naturally grown labels. These findings underscore policy initiatives that strengthen consumer understanding of organic certifications and support producers in securing them, capitalizing on the seasonal demand surge.

The Influence of Social Media Instagram Promotion and Hedonic Shopping Motives on Purchase Decision at Shopee Clarandkei with Trust as a Moderating Variable

This study aimed to examine the effect of social media Instagram promotion on purchase decisions, hedonic shopping motives on purchase decisions, trust in moderating the effect of social media Instagram promotion on purchase decisions, and trust in moderating the effect of hedonic shopping motives on the purchase decision. The independent variables comprised Instagram promotion (x1) and hedonic purchasing motives (x2); on the other hand, purchase decision served as the dependent variable (y), and trust served as the moderating variable (m). This quantitative research used the Partial Least Square - Structural Equation Modeling (PLS-SEM) analysis method. The data was processed using SmartPLS 4 software. The sampling utilised a purposive sampling method and the instrument questionnaire using a Likert scale. Using Google Form media, the questionnaire was disseminated online. The study’s population consisted of 3.800 Instagram followers of Clarandkei. This study’s sample consisted of 180 respondents who enjoyed online clothing purchasing and had purchased clothing from Shopee Clarandkei at least once. The study’s findings indicated that social media Instagram promotion and hedonic shopping motives significantly and positively affected purchase decisions; trust moderates the effect of social media Instagram promotion on purchase decisions significantly and positively; however, the trust did not moderate the effect of hedonic shopping motives on the purchase decision.

Rise of Mental Sub-Health Consumers: Examining the Compulsive Buying Behavior in the Post-COVID-19 Era

The aftermath of the pandemic may have changes in consumer behaviors and motivations for buying. This study aims to find and prove the underlying psychological factors of compulsive buying behavior under the conditions of social isolation. The structural equation modeling via partial least squares (PLS-SEM) was used to test hypotheses and conduct a multigroup analysis on a sample of 394 consumers ( n = 206 for Utilitarian products, n = 188 for Hedonic products). The empirical findings reveal the significant relationships among perceived scarcity, perceived control, uncertainty, perceived severity through loneliness, anxiety, fear appeal and finally compulsive buying. Besides, the proved moderating effects show a significantly higher impact of anxiety on compulsive buying for those who buy utilitarian products and a significantly stronger impact of fear appeal on compulsive buying for those who buy hedonic products. This study integrates perceptions of the epidemic (perceived scarcity, perceived control, uncertainty, perceived severity) and mental-health factors (loneliness, anxiety, and fear appeal) in consumers’ compulsive buying behavior during the public health emergency period and examines its actual impact, and extends the conceptual framework of compulsive buying by comprehending the theory of fear appeal, including product type as the moderating effect.

The Effect of Mothers' Utilitarian and Hedonic Purchase Motivations on Impulse Purchase Behavior in the Mother-Child Category

Araştırmada annelerin faydacı ve hedonik satın alma motivasyonlarının anlık satın alma davranışları üzerine etkisinin tespit edilmesi amaçlanmıştır. Araştırmanın ana kütlesi sosyal medya kullanan annelerden oluşturmaktadır. Sosyal medyada, annelerin bir araya geldiği gruplara dahil olan 321 anne araştırmanın örneklemini oluşturmaktadır. Örneklemden elde edilen veriler SPSS paket programı yardımıyla tanımlayıcı istatistiksel analizlere, faktör analizi, regresyon analizi, t-testi ve ANOVA testine tabi tutulmuştur. Araştırmada annelerin, hedonik alışveriş motivasyonlarının sadece yaşlarıyla ters orantılı değişirken, faydacı alışveriş motivasyonlarında hiç bir anne grubunda istatistiksel anlamlı bir farklılık olmadığını ve anlık satın alma davranışlarının yaşa ve çalışma durumuna göre anlamlı farklılık gösterdiği sonucuna ulaşılmıştır. Ayrıca annelerin, çocukları için yaptıkları alışverişlerdeki hedonik motivasyonlarının anlık satın alma davranışını artırırken, faydacı motivasyonunu azalttığı da ortaya çıkan sonuçlar arasındadır. Araştırma, işletmelere annelerin alışveriş motivasyonlarını ve satın alma davranışlarını daha iyi anlayarak, onlara özgü pazarlama stratejileri geliştirme fırsatı sunmakta ve annelerin ihtiyaçlarına daha iyi cevap veren kampanyaların oluşturulmasına olanak sağlamaktadır.

How do I remind you? The combined effect of purchase motivation and reminding message content on tourism consumers' verification behavior

Field verification of tourism live-streaming products is related to the ultimate conversion of tourism benefits. Therefore, improving the product verification rate is critical for tourism companies focusing on live-stream marketing. Considering the targeted nature of purchasing tourism live-streaming products, a mechanism model is constructed to form consumer verification behavior based on goal-directed behavior theory, analyzing it through two scenario experiments. When tourism consumers purchase tourism products for promotional purposes, a near-expired discount message can better stimulate their verification behavior; when tourism consumers purchase tourism products for emotional purposes, a limited-time activity message can better stimulate their verification behavior. "Fear of missing out" (FOMO) partially mediated the above interactive relationship, while mental simulation played a moderating role in the primary effect relationship. This study's results emphasize the mechanism of individual decision-making behavior after tourism live-streaming, providing a reference for the online marketing process for tourism companies.

Drivers of the VR technologies user behaviour in e-commerce during the COVID-19 pandemic

The study aims to develop a qualitative methodology for assessing user behaviour in e-commerce based on VR technologies for practical implementation in web analytics. It is proved that session recording and heatmap technologies improve user interface and website performance, and effective content creation measures increase the number of users’ micro conversions. The survey method was applied to discover the direct influence of user experience factors on macro conversion and loyalty levels. The study found a significant increase in the macro conversion probability and the loyalty level of website users due to user experience factors. It was revealed that the desire to secure oneself from COVID-19 is the main trigger of website traffic, and the effect of internal distraction due to content overload is the main barrier preventing electronic purchases. The regression method showed that the enhancement of users' purchase motivation depends most of all on the factors of virtual reality technologies. Immersion in the real world and three-dimensional visualization of products have the strongest impact on macro conversion and customer motivation.

The Analysis of the Factors that Influence the Purchase of Sports Brands by Chinese College Students

Sports have been thriving in China since the two Olympic Games were held in Beijing, notably with the growing prominence of Chinese college students in the global sports consumption market. Currently, there is still a dearth of research on the factors that affect consumption in this population. This study investigated the classic international sports brands represented by Nike and the local new sports brands represented by Li-Ning. The author uses the 4P, STP, and SWOT analysis methods in management to clarify the purchase motives of Chinese college students for sports brands. The results of the interviews revealed that Chinese college students take many factors into consideration when choosing sports brands, such as cost performance, comfort, style design, brand effect, celebrity endorsement, etc; most of the students thought that cost performance and comfort were the key factors; Chinese brand Li-Ning and American brand Nike were widely welcomed among Chinese college students due to their high-cost performance, higher comfort, superior appearance design and other advantages.

PENGARUH SIKAP KONSUMEN DAN MOTIVASI PEMBELIAN TERHADAP KEPERCAYAAN KONSUMEN MENGGUNAKAN APLIKASI TIKET.COM

<p align='justify'>The pandemic era has had an impact on changing patterns of people's lives. Limited space and time lead to increased use of the internet. Through the internet, many conveniences are obtained by the community to fulfill their daily needs, such as buying and selling transactions and ordering products that can be done without face to face using a mobile phone. Application is an important requirement in the online world. The benefits of online applications provide convenience for people anywhere and when they need them. Likewise, the travel business is taking advantage of the pandemic situation by providing online transactions through its application. The daily routine of work causes the boredom and fatigue experienced by today's society. Travel is one way that can be done to eliminate boredom. To meet tourism needs, currently people do not need to queue long to order tickets. To obtain tourist information in the current technological era, the public can use website-based applications such as tiket.com, traveloka.com. pegi-pegi.com and many other ticket booking applications. The rapid development of technology has led to very diverse business competition in any field. Consumer trust in a service provided by the company is the spearhead for the progress of the company. The results of the research conducted by distributing questionnaires revealed that all the results of the instrument assessment were declared valid and reliable. The instrument was declared valid because it obtained the value of t count > t table (valid) and r count > r table, namely 0.312 where r count > 0.60 (Cronbach alpha). The multiple linear regression equation for this study yields Y = 1.997 + 0.365X1 + 1.267 X2 + e</p>
 
 <p><strong>Keywords:</strong> Consumer Attitudes, Purchase Motivation And Consumer Trust</p>

Exploring Motivational Triggers for Impulse Buying: A Study of Over the Counter Medicines in Pakistan

This quantitative, hypothesis testing study aims to investigate the motivational factors impacting impulse buying of over-the-counter medicines in Pakistan. The study analyzes the relationship of perceived product quality, store atmosphere and shelf display with impulse buying. This research also introduces a new mediator of ‘Consumer urge to buy’ to the literature of impulse buying motivation. Data was collected from a sample of 320 over-the-counter customers whereby the sample size was determined on basis of principles set by the item response theory. Data analysis was done in SPPS using Process Macro by Hayes mediation model 4. The results showed that there is a significant positive relationship between perceived product quality, store atmosphere, shelf display and impulse buying of over the counter medicines with the mediation of urge to buy; hence all the study hypotheses were supported. The study provides a novel theoretical contribution by applying Hawkin Sterns impulse buying theory to a new area of research in behavioral sciences. This research will also help the pharmacists and pharmaceutical brand managers to gain a better understanding of impulse triggers of impulse buying and will enable them to develop a better placement strategy. In addition, this research study is in line with the third Sustainable Development Goal of the United Nations i.e., well-being and good health.

Understanding consumers in-store behavior: The dual role of episode-specific motive adjustment and motive selection

Understanding purchase motivations is vital but challenging due to their unobservable, concomitant, and dynamic nature. Recent research has proposed frameworks to examine their impact on choice by treating motivations as latent states. This study contributes to this line of research by introducing the notion of “episode-specific motive adjustment,” that accounts for variations in consumers' willingness to pursue specific motives during a shopping trip. Utilizing this concept, the study uncovers valuable insights into how different types of purchase motivations influence consumer product interactions and choices. Analyzing a comprehensive dataset from multiple Indian cities, the research contributes to a theoretical understanding of and practical applications for businesses seeking to comprehend and influence consumer behavior. Theoretically, we show that consumers display diverse patterns of in-store product engagement behavior as they adjust the intensity of instrumental and experiential motives across purchase episodes. Furthermore, we illustrate that the relationship between willingness to pursue a motive (motive intensity) and the likelihood of making a choice follows distinct functional patterns. We highlight the significance of considering individual-level heterogeneity and dynamic behavioral patterns to enhance consumer experiences and purchase decisions. Practically, this research identifies the key drivers that influence motive intensity in stores, providing managers with insights to optimize store layouts and effectively influence consumer purchase motives that align with their business objectives. Emphasis is placed on context-specific strategies, as the impact of these drivers varies with purchase context.

Social license to automate batteries? Australian householder conditions for participation in Virtual Power Plants

Energy companies and new aggregation businesses have recently promoted Virtual Power Plants (VPPs) to solve many problems in energy systems by aggregating and coordinating rooftop solar and household batteries to act in unison. If successful, they could support deployment of renewable generation into electricity distribution networks and enable households to access multiple value streams for their assets, through participation in markets for wholesale energy and system services and payments for network support. However, while residential battery purchase may be more financially attractive if combined with VPP participation, households remain cautious about participation. This paper examines the social factors behind this gap between industry promise and the very low household uptake of VPPs in Australia. We present the key findings from a qualitative study (n = 47) of Australian residential energy users' motivations towards, and conditions for, participation in a hypothetical battery-based virtual power plant. We find that users' willingness to participate in a VPP is affected by their motivations for solar and battery purchase. In particular, VPP participation can conflict with goals of independence from the grid and security of supply. Furthermore, the financial benefits may be more attractive to households who have not already embarked on a ‘sustainability journey’ by purchasing solar and/or a battery. We also find that environmental and social benefits can help motivate VPP participation, provided transparency and fairness in the distribution of benefits are assured through regulation or operation by a trusted broker.

Analysis of Consumers’ Green Consumption Behavior against the Background of “Carbon Peak, Carbon Neutrality”—Based on Survey Data from Anhui Province

With the proposal of the goal of “carbon peak, carbon neutrality”, the concept of environmental protection has become increasingly popular. To explore the characteristics and influencing factors of consumers’ green consumption behavior against a dual-carbon background, this study proposed research variables and hypotheses about green consumption behavior and influencing factors. With the research purpose, research variables, and hypotheses, a questionnaire was designed. Consumers in Anhui Province were chosen as research samples. SPSS26.0 was employed to conduct reliability and validity analysis, correlation analysis, and stepwise linear regression analysis of the questionnaire data to evaluate the factors affecting consumers’ green consumption behavior; through these measures, it was verified that there existed a significant relationship between green consumption behavior and the influencing factors of purchase motivation, channel factor, consumer innovation, and price factor. And it was also verified that the influence of incentive factors and psychological factors was not significant. Based on this, the current study proposes countermeasures and suggestions for setting up environmental awareness, reducing the price of green products, expanding green consumption channels, and stimulating consumer innovation.