Purchase Motivation Research Articles

Order Matters: The Effect of “AR-First” or “AR-Later” on Consumer Decision-Making

AR-based product displays are widely used across various applications. While there is extensive research on the comparative advantages of AR over traditional displays, a critical gap persists in understanding the effects of the AR order (AR-first or AR-later) on consumer decision-making. This study reveals that, compared to AR-later display, AR-first display significantly reduces decision-making difficulty. This effect is mediated by cognitive load, moderated by purchase motive, AR vividness and need for cognition. For products associated with hedonic motives, AR with high vividness, and consumers with low need for cognition, the impact of AR order on consumer decision-making difficulty is stronger. Consequently, AR-first can yield many benefits, such as reducing cognitive load and decision-making difficulty. These findings align with and enrich the SEAD framework in AR marketing, offering valuable theoretical and practical insights for further exploring the dynamic mechanisms of AR marketing and optimization of practical applications.

“Flavor, fun, and vitamins”? Consumers’ lay beliefs about child-oriented food products

Health experts and consumer protection agencies have been expressing concerns about the nutritional quality and marketing of child-oriented food products for years, and political debates on child-targeted food marketing are currently happening around the world. At the same time, systematic research on laypeople's views on the topic is still scarce. However, knowing what these consumers think is highly important, as lay beliefs can affect food decision-making and consumption. We address this gap with two online studies. In Study 1 (N = 444 parents and non-parents), we develop an instrument measuring lay beliefs about child-oriented food products consisting of three scales: Nutrition-Related Concerns, Convenience, and Healthiness. We find small effects of socio-demographic factors on beliefs and observe meaningful relationships between beliefs and (i) thinking style and (ii) food purchase motives (e.g., visual appeal and convenience). In Study 2 (N = 571 parents), we validate the factor structure of the instrument by means of CFA and find that lay beliefs about Healthiness and Convenience predict self-reported purchase of child-oriented food products. With our research, we extend current knowledge on laypeople's perceptions of child-oriented food products and provide an instrument with good psychometric properties that can be applied in future studies. Our research offers valuable insights for policymakers and producers who wish to meet the actual demands of consumers.

Toward a Typology of the Client: A Latent Class Analysis Approach to the Consumption of Sex Work in the United States

ABSTRACT Previous research on male clients of sex workers has emphasized the diversity of purchasing behaviors; however, we know little about how to organize or categorize this diversity quantitatively. I employed latent class analysis with survey data from cisgender male clients of primarily cisgender female sex workers in the United States to organize client consumption patterns by the type of venue used to contact sex workers and the frequency of using each venue. I found that patterns of consumption emerged around the frequency and context in which sex work is negotiated, generating six distinct patterns of buying: generalists, internet-only buyers, brothel-only buyers, experimenters, routinized buyers, and opportunists. I used multinomial logistic regression to identify relationships between latent class membership, known covariates, and self-reported motivations for purchase. Classes had small but significant demographic differences around age, income, marital status, arrest history, and international sex work engagement. Motivational differences were observed across classes, including the importance of emotional connection, practicing sexual skills, and relaxation. Implications for future research are discussed.

Exploring Protein Dietary Guidance Statements

Consumers may benefit from quick signals on or nearby food product to nudge them toward choosing healthier diets, such as Dietary Guidance Statements (DGSs) from the US Food and Drug Administration. It is unclear how DGSs on foods, including animal or plant proteins, impact purchase motivation, believability, or willingness to pay more. Six DGS claims were tested across 5 protein types (pork tenderloin, beef top sirloin fillet, chicken breast, turkey breast, and plant-based meat) using an online prediction market test survey format among 1002 nationally representative US-based household primary grocery shoppers aged 18 to 64 years. The most motivating and believable DGS across protein types was the Dietary Guidelines DGS: The Dietary Guidelines for Americans recommends eating 5½ oz of protein food per day as part of a nutritious dietary pattern. <protein type> is a lean meat that provides 3 oz of protein food per serving (based on a 2000-calorie diet). More than one-third felt that this Dietary Guidelines DGS was the most motivating and believable because it was informative; imparted feelings of the protein type being healthy; contained statistics, facts, or numbers; and mentioned the US Dietary Guidelines for Americans. More than 50% of participants were willing to pay at least 5% or more for the protein type specified in the Dietary Guidelines DGS across all protein types. Uniform adoption of DGSs across protein food groups allows for equal representation of how a variety of proteins can contribute to a nutritious dietary pattern.

Motivation for Vietnamese Consumers’ Intention to Buy Second Hand Clothes

This article clarifies the impact of motivations on Vietnamese consumers’ intention to buy used clothes. Research using in-depth interview method with 2 groups of subjects, in which, the target of first group is used clothing businesmen, the second target group is consumers who have bought and used second hand clothes. The research was conducted first to: explore, detect and understand the nature and influence of the buying motives of used clothes on the purchase intention of consumers in Vietnam. Research results have shown that Vietnamese consumers have motives for buying clothes with four groups of motives: economic motives, personal enjoyment motives, social moral motives and fashion motives. Thereby helping businesses can segment the Vietnamese consumer market according to the motive of buying used clothes. In addition, helping state management agencies to see more accurately about consumers' attitudes towards used clothes, thereby having effective sanctions to manage this trade industry. results, ensuring the fair and sustainable development of the fashion industry.

EXPLORING SUSTAINABLE CLOTHING CONSUMPTION IN ROMANIA: THE MIDDLE-INCOME CHALLENGE

Immense pressure is placed on the textile industry in middle-income countries like Romania, where natural resources are becoming increasingly scarce due to the growing demand for clothing fueled by excessive consumerism. The significant amount of clothing waste in Romania highlights the negative effects of fast fashion, despite growing public awareness of its environmental consequences. During these times it is important to advocate sustainable clothing consumption behaviors, like choosing recyclable clothes over new items or preferring sustainable clothing items over fast fashion. There is a need to shift consumers’ clothing consumption towards a more sustainable one. Promoting sustainable practices and economic growth in middle-income countries like Romania can reduce the negative impacts of excessive clothing consumption and decrease the burden on the textile industry. To enhance sustainable clothing consumption, it is important to apprehend the factors that predict consumers’ intentions to purchase sustainable clothing consumption. However, the literature provides limited research exploring the underlying factors that determine consumers’ intention to purchase sustainable clothing in middle-income countries. Moreover, the impact of consumers’ environmental awareness on their sustainable clothing purchase motivation is underexplored. To fill the research gap, this study intends to analyze the problem by providing an exploration of the sustainable consumption field through the development of a comprehensive framework that examines the behavioral factors influencing consumers in Romania to buy sustainable clothing. This study’s novelty integrates social value orientations with the theory of planned behavior and analyzes data from 1,018 Romanian respondents using statistical methods like partial least squares path modeling. The findings of the study reveal that altruistic values, social norms, and positive attitudes significantly impact Romanian consumers’ intentions to purchase sustainable clothing. These discoveries grant significant guidance for promoting sustainable clothing consumption and provide practical implications for the textile industry in middle-income countries like Romania when addressing clothing overconsumption.

The Impact of Escort Fees on the Consumption Behavior of Families of Expatriate Workers in the Private Sector in the Kingdom of Saudi Arabia

The study aimed to find out the impact of fees imposed on escorts on the consumer behavior of expatriate families in the Kingdom of Saudi Arabia by studying purchase motives, sources of purchase decisions, economic factors and social factors when purchasing products. The study concluded that there was no effect of these factors on changing the consumption habits of expatriate families. Rather, factors intervened that led to the increasing control of most of these factors and their impact, especially with the deterioration of the economic and security conditions in the countries of arrivals, and the preference of most families to stay in the Kingdom.

Determinants of life insurance purchase decisions among university students in Hanoi, Vietnam

This article aims to evaluate the factors affecting the decision to buy life insurance for students in Hanoi, including the variables: awareness of life insurance value, motivations to purchase, barriers to purchase, company brand, and life insurance consultant. A quantitative survey was utilized to take the students in Hanoi, Vietnam. The study uses SPSS 20 analysis software based on 351 valid responses. The multiple regression results show that all of these factors have significant effects. Accordingly, the barrier factor has a negative impact, decreasing the ability to buy life insurance. In contrast, other factors have a positive impact, such as exceptionally high awareness of value and purchase motivation, which have the most substantial impact. Consultants and company brands also promote students’ decision to buy life insurance. Insurance companies should focus on education, improving services, and building brands to increase the ability to purchase life insurance for students. In addition, raising awareness of the value of life insurance is also necessary for student customers. The findings suggest that targeted strategies addressing these key factors can effectively boost students' adoption of life insurance in Hanoi and Vietnam.

Political violence, racial violence, and new gun ownership: results from the 2023 National Survey of Gun Policy

BackgroundU.S. firearm sales surged during the COVID-19 pandemic, with many purchases by first-time firearm owners. The 2023 National Survey of Gun Policy sought to understand the public health implications of this surge by comparing the purchasing motivations and firearm policy views of pandemic-era first-time purchasers to prior gun owners.MethodsWe fielded a nationally representative public opinion survey of U.S. adults (n = 3096) from 1/4/23 to 2/6/23. We oversampled for gun owners and Black, Hispanic, and Asian Americans. Survey weights were applied to generate representative estimates. New gun owners were identified through affirmative responses to: “Have you bought any guns since January 1, 2020?” and “Did you buy your first gun after January 1, 2020?” Recent purchasers were additionally asked whether concerns of 1) political or 2) racial violence motivated their purchase. Purchase motivations and gun policy support were examined among new and prior gun owners (n = 1002) and compared using logistic regression and predictive probabilities.ResultsOverall, 11% of respondents reported purchasing a gun since 1/1/20, 35% for the first time. Among recent purchasers, larger proportions of Democrat, Black, Asian, and Hispanic respondents were new gun owners than Republican or white respondents. Compared to prior owners, odds were 4.5-times higher that new gun owners’ recent purchase was motivated by racial violence and 3.2-times higher for political violence.Majority support was found for protective gun policies, with few differences by purchase recency or motivations. The only policy for which support by new and prior gun owners differed significantly was the permit-to-purchase policy (76% v. 63%, respectively). Similarly, few significant differences in support were observed when stratifying by purchase motivation. Notably, both those who reported recent purchase motivations of racial violence and of political violence expressed significantly higher support for a “stand-your-ground” policy compared to those who did not report such motivations.ConclusionsRacial and political violence appear to be larger concerns among new gun owners, motivating purchasing among demographic groups with traditionally lower gun ownership rates. These findings suggest a need for safety assurances amid racial and political tensions and growing gun ownership. Gun owners’ support for such policies remains strong.

Theoretical Analysis of Consumers’ Purchase Motivation in the Context of Environmental Protection

Theoretical Analysis of Consumers’ Purchase Motivation in the Context of Environmental Protection

Analysis of International Consumer Behavior: The Attraction and Purchase Motivation of TikTok Live Commerce

In recent years, with the development of internet technology and the popularity of social media, TikTok has emerged as a new social media platform, attracting a large number of users with its unique short video and live streaming features. TikTok live commerce, as a new type of e-commerce model, directly showcases products to consumers through live streaming and interacts with them in real-time, greatly enhancing the consumer purchase experience. This study aims to explore the attraction and purchase motivation of international consumers towards TikTok live commerce, analyzing its characteristics and consumer behavior to reveal the reasons for its success and future challenges.

Exploring Impulsive Buying Motivation in Consumers From a Management Perspective and Sharia Accounting

Impulse buying is consumer behavior without pre-purchasing products or irrational purchases associated with smooth and unplanned purchases, as well as high emotional impulses. This study aims to determine the tendency of impulsive buying among students at UIN North Sumatra and to find out whether there is a tendency for impulsive buying among students in terms of online shopping options including marketplaces, social media and e-commerce. The population in this study are students at UIN Sumatra. North as many as 100 respondents using purposive sampling. Data collection techniques with questionnaires. Using simple linear regression analysis. The results of this study indicate that partially there is a tendency for impulsive buying among students based on the choice of places to shop online with a tcount (8,496) > ttable (1,984) and with a Sig. (0.000) < (0.05), it can be concluded that the Impulsive Buying Tendency variable influences the Choice of Online Shopping Places. In terms of the coefficient of determination (R Square), which means that every 1% increase in Impulsive Buying Tendencies will increase the Choice of Online Shopping Places by 42.4%.

Research on the Influence of Japanese Anime on Chinese College Students' Consumption Habits in Haikyu

With the popularity of Japanese anime in China, the behavior of Chinese college students consuming Japanese anime derivatives has received widespread attention. In the existing research, there is a lack of discussion on the consumption of anime animation cultural products by Chinese college students. Therefore, this study takes Haikyu as an example to analyze the impact of Japanese action anime (with friendship, effort, and desire to win) on the consumption habits of Chinese college students. Analysis shows that the emotional resonance between such Japanese action anime and Chinese college students, as well as the love of Chinese college students for anime characters, affects the demand psychology, purchase motivation, and consumption willingness of college students in terms of consumption habits. Meanwhile, Chinese college students are becoming more rational in their consumption of peripheral products from Japanese anime. Based on this, this study provides a detailed explanation of the two factors that influence the consumption habits of Chinese college students, including themes such as friendship, youth, and dreams in Japanese anime, as well as their love for characters portrayed in anime.

Critical Issues Digital Natives and E-Market Consumption

The Javanese proverb “yen pasar ilang kumandange” describes real market conditions that have been disrupted by technology, such as the internet. In East Java, internet growth has developed rapidly, so that the number of internet users is increasing every year. The internet has become a basic need and cannot be separated from one’s everyday life. This is because the internet makes everything easy for its users, for instance, online shopping. Before the trend of online shopping, shopping activities were usually carried out in physical markets in the sense of conventional markets, between sellers and buyers making transactions offline, but since the advent of the internet, this culture has shifted to online shopping. This research was designed in an exploratory research scheme with an interpretative qualitative approach. Researchers explore information derived from experience, knowledge, understanding, and views using a type of qualitative research. The study uses a realist ethnographic inductive approach. Realist ethnography is an ethnographic approach that describes the situation and conditions of the culture of the informants. Moreover, two analytical methods were used – the Miles & Hubeman model data analysis method and the data analysis model method from Spradley. Based on the data obtained, five themes were found from the motives behind making purchases on the marketplace. These themes include the vast variety of goods that are sold online, effective and efficient use of time, more affordable prices, there is a review feature, and services provided by the marketplace. Besides, the purchase motives made by students can be classified into two – Utilitarian motives and Hedonism motives. Keywords: digital natives, consumption product, existence marketplace

Paws and Reflect: Assessing the Impact of User Reviews and Ratings on Pet Food E-commerce Purchase Decisions

The pet food industry in the Philippines is thriving as the leading country in Southeast Asia in pet ownership. This study explores this growing sector and its e-commerce landscape, anchored in Rotter’s Expectancy-Value Theory. It uses a quantitative design to examine how online user reviews and ratings influence Filipino pet owners' expectancy & value as the independent variables, motivation with purchase decisions as the dependent variable, and celebrity endorsement as a moderating factor. The study also assesses the credibility and reliability of online reviews and employs Partial Least Squares Structural Equation Modeling (PLS-SEM) for analysis. The study’s results indicate that respondents highly value a product's attributes when making a purchase decision. While product value significantly impacts purchase decisions, expectations about online reviews and ratings do not influence buying motivation. Celebrity endorsements, however, do affect motivation. This study suggests that marketers and pet food retailers should focus on enhancing the quality of user reviews and ratings, engaging with industry experts, and improving customer interactions to foster credibility, trust, and informed purchasing.

Chinese Consumers’ Green Purchase Practices: A Review

This paper reviews current research with significant findings on Chinese consumers' green purchasing behavior in the 2000 to 2023 interval. The main direction of the article is to focus on the factors analyzed in the current research that influence consumers' green purchasing intentions and behaviors, and others include social comparison strategies, advertising appeals, traditional cultural values, and environmental responsibility. The study found that factors such as social comparison strategy, advertising appeal, traditional cultural values, and sense of environmental responsibility have a significant impact on Chinese consumers' green purchasing behavior. In a collectivist society, consumers tend to adjust their purchasing decisions according to the behavioral norms of the social group. Emotionally appealing advertisements are more likely than rationally appealing advertisements to stimulate consumers' environmental awareness and purchase motivation. The concepts of "benevolence" and "propriety" in traditional culture promote green purchasing by emphasizing mutual assistance, responsibility, and compliance with environmental norms, but the "face-saving" culture sometimes leads to superficial environmental behavior. Consumers' sense of environmental responsibility, influenced by education, social norms, and personal values, is an important factor driving green purchasing intentions. Despite consumers' strong willingness to buy green, there are often significant gaps in actual behavior which are attributed to factors such as price, convenience, product availability, and information transparency. Brand authenticity can help enhance consumer trust and emotional connection, thus increasing the likelihood of green product purchases. Government subsidies and the green consumption points system can effectively increase the market share of green products. Future research can further explore the relative importance of each factor and effective strategies to bridge the gap between purchase intention and actual behavior. Meanwhile, new approaches such as digital platforms and behavioral interventions are also worthy of attention to better promote sustainable consumption in China.

Validation of the food inflation impact on consumer behavior scale: a comparative measurement instrument with focus on food security

This study aimed to compare the change in consumer behaviour in the face of high inflation with respect to food security in the Turkish population by developing a 3-factor The Impact of Food Inflation on Consumer Behaviour (IFI-ConB) scale. Item generation and expert evaluation, item purification by preliminary application, and final administration were conducted. The moderate to severe food insecure individuals exhibited a higher inflation impact score on food consumption patterns, food shopping behaviours, and food purchasing motives factors compared to secure to mild insecure individuals. A positive correlation was found between the inflation impact score by IFI-ConB and the price motive for food choice. The primary food choice motive was health among the secure to mild insecure individuals, while for the moderate to severe food insecure individuals, it was price. The findings indicate that food insecure individuals are more affected by high food inflation compared to food secure individuals.

Faktor – Faktor Perilaku Konsumen Yang Mempengaruhi Keputusan Jumlah Pembelian Tahu Di Pabrik Tahu KLB Jalan Pelabuhan Ketapang 1 Kelurahan Bakalan Krajan, Kecamatan Sukun, Kota Malang

. Tofu is a soybean product which is very popular and widely produced in Indonesia. Tofu is white in color and has a soft and creamy texture. This study aims to analyze buying-motivation factor, reference group, consumer income, and the place of buying influence the decision on the number of tofu-buying at the KLB Tofu Factory and to determine the dominant factors influencing the decision to buy tofu. This research was conducted at the KLB Tofu Factory, Jalan Pelabuhan Ketapang 1, Kelurahan Bakalan Krajan, Kecamatan Sukun, Malang City. The study’s sampling method is sampling accidental. The study’s population is 525 people and the sample is 84 respondents using the Slovin formula with an error rate of 10%. Data were collected using questionnaires from 84 respondents who were samples from tofu consumers who bought tofu directly at the KLB Tofu Factory. The analytical tool used in this study is the multiple linear regression analysis using the f test (simultaneous), t test (partial); and the dominant factor influencing the decision on the number of tofu buying at the KLB Tofu Factory is determined by comparing the beta value (ꞵ) or the magnitude of the beta coefficient (ꞵ) on the results of the t test (partial). The results show that simultaneously the independent variable (X) has a significant effect on the dependent variable (Y) the number of tofu buying. Variables that partially have a significant effect are buying motivation, reference group, and consumer income. While the place of purchase variable has no significant effect on the number of tofu buying. The dominant factor that influences the number of tofu purchases is buying motivation. The value of the beta coefficient (ꞵ) of buying motivation is greater than the value of the reference group, consumer income, and place of purchase.

The consumer purchase motivation of Organic Food in Online Retail

Organic food relies on consumer confidence as the driver of its buying process. Generally, consumers purchase it directly to ensure its organic guarantee. The increasing purchase of agricultural products and organic food online in Indonesia shows consumer confidence in organic products sold in e-commerce. These studies aimed to determine the driving factors of purchasing organic food through online retailing, the types of organic food purchased, and the relationship between consumer motivation and purchasing decisions. This study uses a cross-sectional method with a purposive sampling technique, and the data is processed using SPSS with General Linear Model analysis. The results from 102 respondents in Indonesia showed that convenience, practicality, and time efficiency as the biggest motivation of consumers (85.30%). On the other hand, pleasure is the slightest consumer motivation (1.0%). Vegetables and processed seeds/nuts are widely purchased as fresh and processed organic foods. The relationship between consumer motivation and online purchasing decisions is that both variables affect one another. The consumer motivation driving factors are diverse product variants, attractive packaging, organic labels, nutritional value, discounts, time efficiency in purchasing, easy-to-find online stores, and advertising. Affordable prices do not motivate consumers to purchase organic food online. Therefore, organic food consumers in Indonesia purchase products through online retailing for convenience.

Beyond the loom: understanding handloom product purchase motivations using the extended theory of planned behavior

Beyond the loom: understanding handloom product purchase motivations using the extended theory of planned behavior