Purchase Willingness Research Articles

Sustainable, therefore reputable: linking sustainability, reputation, and consumer behaviour

PurposeThis paper aims to test the effect of sustainability-driven reputation on purchase intention and willingness to pay a price premium along with the mediating roles of consumer trust and perceived risk.Design/methodology/approachA structural equation model was used on survey data collected from 660 participants to test the model and corresponding hypotheses.FindingsThe results show that sustainability has a positive effect on reputation, which in turn, while enhancing trust, decreases consumers' perceived risk. Further, trust is positively related to purchase intention and price premium, while perceived risk is negatively related to them. Finally, mediation analyses show the mediating roles of both trust and perceived risk between sustainability reputation and consumer behaviour.Originality/valueThis paper makes three major contributions: First, it takes all three dimensions of sustainability into account simultaneously in an empirical study in contrast with the disposition in the academic literature to address each dimension separately. Second, it explores the impact of reputation obtained primarily through sustainability on consumer behaviour. Third, it sheds light on the inner mechanism of the relational outcomes by testing the mediating effect of trust and perceived risk.

Optimal add-on items recommendation service strength strategy for e-commerce platform with full-reduction-promotion

This purpose of the paper is to make an in-depth study on the selection of the optimal shopping add-on items recommendation service strength strategy of the e-commerce platform with full-reduction promotion based on consumers’ heterogeneity preferences for discount amount and add-on items recommendation. With respect to the optimal decision problem consisting of an e-commerce platform who maximizes the profits and consumers who make purchase decision based on their utility, we construct a Stackelberg game model that reflects the interaction between platform’s recommendation service strength and consumers’ purchase willingness. Furthermore, through the derivative function analysis method, we examine the effect of reservation price, recommended commodity price and discount amount on the platform’s optimal recommendation service strength strategy. The results show that the discount amount, reservation price and consumer preference have different effects on the optimal add-on items recommendation service strength and the profit of the platform. Additionally, appropriate recommendation services strength is beneficial to enhance consumers’ willingness-to-pay and then increase the profits of the platform. Therefore, it is an effective way to improve the performance of the platform to reasonably formulate the basic discount amount, full-reduction promotion threshold and add-on items recommendation service strength.

Predicting Airline Additional Services Consumption Willingness Based on High-Dimensional Incomplete Data

Prediction of the purchase willingness of passengers has great benefits for airlines to promote auxiliary services, however, the datasets stored in passenger travel information systems are often high-dimensional and incomplete. This study develops a prediction method of airline additional service consumption willingness based on high-dimensional and incomplete datasets with a triple-layer hybrid PSO-XGBoost model, which consists of an incomplete data processing layer, a high-dimensional data processing layer, and a predicting layer. The raw dataset is converted into a complete and low-dimensional dataset through the first two layers and inputted into the predicting layer to train and optimize the XGBoost model together with the PSO algorithm and 10-fold cross-validation. The experimental results show that the proposed method outperforms other traditional machine learning models, presenting the highest prediction score with 0.9879 in terms of AUC. The findings help predict airline additional services consumption intentions of passengers and are beneficial to efficient and low-cost precise marketing for airlines.

Research on the Influence of Logistics Service Quality on Consumers' Repeated Purchase Willingness under the Group - Buying Mode of Agricultural Products Community

Research on the Influence of Logistics Service Quality on Consumers' Repeated Purchase Willingness under the Group - Buying Mode of Agricultural Products Community

Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland

Research background: Even though antecedents of green consumption have already been considered in numerous scientific articles, their findings still remain inconsistent. Furthermore, far less attention has been paid to understanding the underlying mechanism of cultural values, including collectivism and long-term orientation, and perceived environmental knowledge influencing intention to purchase environmentally friendly products, as well as the meditating role of green purchase willingness in the linkages between antecedents and green purchase intention. In addition, some previous studies suggested that it might be meaningful and significant to explore these linkages in the cross-cultural context with different levels of economic development.
 Purpose of the article: This study explored the effects of cultural dimension, perceived environmental and green purchase willingness with regard to intention to purchase environmentally friendly products of Vietnamese and Polish customers. Moreover, the mediating role of green purchase willingness was also investigated in this study.
 Methods: To achieve the objectives of this research, customer surveys were conducted in two developing countries ? Vietnam and Poland. Two convenience samples of 611 Vietnamese consumers and 301 Polish consumers have been recruited from 03 May to 03 October 2020. The structural equation modelling (SEM) was utilized to examine the conceptual framework and test the proposed hypotheses.
 Findings & value added: The research revealed that green purchase willingness became the most influential factor to predict green purchase intention in both cultures. Also, perceived environmental knowledge was found to have substantial effects on willingness and intention to purchase environmentally friendly products in both countries, even though the influential degree in Poland was much higher than that in Vietnam. Remarkably, cultural dimensions were found to significantly affect green consumption in the collectivist culture of Vietnam, while these relationships were not significant in Poland. This study was expected to significantly contribute to the existing literature by boosting our understanding of the importance of cultural values and perceived knowledge environment in promoting green consumption in the cross-cultural context.

Research on the Influence of Web Celebrity Anchors on Consumers' Willingness to Buy

With the development of the Internet, how to use network broadcasting to effectively promote to enhance consumers' willingness to buy has become a major challenge for enterprises.This paper takes the relevant characteristics of web celebrity anchor as the research object, uses econometric theory, uses literature analysis method and empirical research method, puts forward the corresponding research assumptions, and constructs a logical model of the impact of web celebrity live broadcast on consumers' willingness to buy.This paper is mainly based on the live Taobao data in the gray dolphin data, with empirical analysis through factor analysis and regression analysis method. The results found that the number of thumb up, rising fans and the number of viewers showed a positive impact on sales. In view of this conclusion, corresponding measures are put forward to improve the purchase willingness of consumers in the broadcast studio and promote the rapid maturity of Taobao live broadcast marketing.

The Influence of Message Direction on Attribute Benefit and Purchase Intention Applied to the Logical Design of an AI Chatbot

This study aims to explore the influence of various possible combinations of consumer attribute benefits and the message direction provided by merchants on the final purchase intention of consumers. A two-factor experimental design was used to collect data from Generation Z consumers. Four experimental combination scenarios were designed based on consumer attribute benefits (hedonic or utilitarian) and message direction (positive or negative messages). A total of 160 valid samples were obtained, and the influence of variable-final purchase intention was analyzed. The results showed that the combination of product attributes and message direction has a significant impact on purchase intention and that hedonic products should be recommended to process-benefit consumers through positive messages. However, chatbots should choose utilitarian products and negative messages to effectively improve consumers’ purchase intention and willingness. In practical application, by finding out the best correspondence method of message transmission and providing the AI chatbot with a reference for the logical construction of content transmission, the communication efficiency between merchants and consumers can be enhanced, and the scientific and technological service capability of merchants can be improved.

Product bundling for accelerating electric vehicle adoption: A mixed-method empirical analysis of Swiss customers

The adoption of electric vehicles (EVs) is accelerating. Knowing which factors determine EV purchases among the first innovative adopters, we now need to understand the preferences of wider customer segments that are currently entering the market. The bundling of EVs with additional services is one strategy for fostering EV adoption among the latter. Early studies have shown the potential of this marketing strategy for increasing EV customer acceptance. However, they often do not empirically test the identified bundles; no investigation to date has analyzed the effect of the most commonly applied bundle in practice – that of EV and charging services. We address this gap and create relevant insights for academia by conducting an online study with potential Swiss EV adopters. We applied two empirical approaches: a between-subject design experiment to study the effect of the essential bundle type on EV purchase willingness, and a choice experiment to identify the preferred bundle type of individual customer segments. We find that bundling EV and charging services increases EV purchase willingness of respondents with little prior knowledge of EVs. The choice experiment identified three customer segments that we name Tech-oriented adopters, Convenience-oriented adopters, and Likely non-adopters. They differ in the importance scores and part-worth utilities they attach to the individual attribute levels and general bundle preferences. Based on these results, we provide recommendations for policy and practice regarding how to promote and utilize bundles to foster EV purchases among later groups of adopters, and propose avenues for further research.

Factors Affecting Consumers' Online Choice Intention: A Study Based on Bayesian Network.

In China, the mature development of online retail channels provides consumers with multiple consumption choices, and the factors that affect whether consumers choose to search or purchase online are numerous and complex. In this context, this paper reports on experimental research regarding consumers’ willingness to choose channels based on the two-stage decision-making theory. Using structural equation modeling, the factors influencing consumers’ online search intention and purchase willingness and the relationship between them are studied. In particular, the perceived benefits, channel trust, and channel transfer costs are explored. Furthermore, a Bayesian network is used in order to analyze the degree of influence of each factor quantitatively. It is found that online trust is an important factor affecting consumers’ online search intention, and the most important factor for consumers’ online purchase intention is their perceived benefits of online shopping. At the same time, there is a positive relationship between online search intention and purchase intention. This study can provide management decision support for online retail enterprises and help to promote the healthy development of online shopping.

Behavioral Economics Optimized Renewable Power Grid: A Case Study of Household Energy Storage

Power systems optimization is generally subject to the compromise between performance and cost. The 2021 Texas grid outage illustrates the worldwide dangers for the regional-centralized power grid, with comparable advantages to safety and flexibility for the distributed energy system. The storage of household batteries helps balance grid load and increase system stability and flexibility. However, household storage battery is still not widely used today because of its high costs. Currently, research on increasing household battery storage applicability is focused largely on optimizing economic strategies, such as configuration, dispatching and subsidy policies, which rely substantially more on technologies and financial perspectives. Consumers are not ‘rational’ individuals, and non-economic incentives can affect their decisions without raising prices. This paper consequently proposes to encourage users to acquire household battery storage to increase efficiency of power dispatching and economic advantages based on behavioral economics. In this paper, an empirical research builds upon the utility model of behavioral economics incentives and purchase willingness. Moreover, the multi-objective genetic algorithm is utilized to optimize the dispatching of household battery storage by using grid variance and user revenues as optimizing goals. The results of this paper show that the behavioral economics incentive improves intention to buy the household battery energy storage by 10.7% without raising subsidies. By improving the energy dispatching strategy, peak-load shifting performance and user revenues are improved by 4.2% and 10.6%, respectively.

Exploring local food consumption in restaurants through the lens of locavorism

ABSTRACT Although a consumer movement to local food consumption has been of considerable interest to the foodservice industry, little is known about the factors that affect consumers’ preferences for local food served in restaurants and the mechanism by which those factors affect purchase behaviors. Drawing on the new consumer movement theory, this study examined consumers’ ideology of local food, referred to as ‘locavorism,’ as an intermediate process that explains the effects of three psychosocial factors on consumers’ behavioral intentions. Using data collected from 203 U.S. residents in the same locality, this study found that environmental attitude, community attachment, and health consciousness are related positively to locavorism, which, in turn, predicts consumers’ purchase intentions and willingness to pay more for locally sourced menu items at restaurants. The study discussed the theoretical and practical implications of these findings for hospitality academics and practitioners.

Social support, source credibility, social influence, and solar photovoltaic panels purchase intention.

Solar photovoltaic panels are green products that can alleviate the threat of global warming, but the rate of adoption remains low. This research explores the social influence on consumers' purchase willingness or intention of solar photovoltaic panels in the online context. According to social influence theory, we identify two social influence dimensions: informational social influence and normative social influence. Moreover, we analyze the antecedents of social influence: source credibility and social support and the moderating effects of perceived monetary benefits and environmental concerns. Data were collected from individuals, and A.M.O.S. is used to analyze the data. The results reveal that both informational social influence and normative social influence positively affect purchase willingness. When perceived monetary benefits or environmental concerns are higher, the positive relationships are stronger. Moreover, we find that source credibility (including expertise and trustworthiness of peers) and social support (including informational social support and emotional social support) positively affect two social influence types. The findings provide insights into enhancing individuals' willingness or intention to purchase solar photovoltaic panels.

Mickey D’s Has More Street Cred Than McDonald’s: Consumer Brand Nickname Use Signals Information Authenticity

Consumers often observe how other consumers interact with brands to inform their own brand judgments. This research demonstrates that brand relationship quality–indicating cues, such as brand nicknames (e.g., “Mickey D’s” for McDonald’s, “Wally World” for Walmart), enhance perceived information authenticity in online communication. An analysis of historical Twitter data followed by six experiments (using both real and fictitious brands across different online platforms [e.g., online reviews, social media posts]) show that brand nickname use in user-generated content signals a writer’s relationship quality with the target brand from the reader’s perspective, which the authors term “inferred brand attachment.” The authors demonstrate that inferred brand attachment boosts perceived information authenticity and leads to positive downstream consequences, such as purchase willingness and information sharing. The authors also find that this effect is attenuated when brand nicknames are used in firm-generated content. How consumers’ relationships with brands are portrayed and perceived in a social context (e.g., via brand nickname use) serves as a novel context to examine user-generated content and provides valuable managerial insight regarding how to leverage consumers’ brand attachment cues in brand strategy and online information management.

Determinants Affecting Purchase Willingness of Contractors towards Construction and Demolition Waste Recycling Products: An Empirical Study in Shenzhen, China.

Waste recycling is a critical method to effectively address environmental issues raised by construction and demolition waste (C&DW). As highlighted in previous studies, the contractor is considered the primary purchaser for recycled C&DW products. However, there is a limited understanding of the factors affecting the contractor’s purchase willingness towards C&DW recycling products. This study investigated these key drivers using the Exploratory Sequential Mixed Approach. Firstly, a hypothetical model was developed based on the theory of planned behavior (TPB). Secondly, a questionnaire survey was then employed in data collection. Thirdly, structural equation modeling (SEM) was adopted for data analysis. It is revealed that multiple factors directly affect the contractor’s purchase willingness towards C&DW recycling products. These factors include government measures, the contractor’s attitude, perceived behavioral control, perceived consumer effectiveness, and subjective norms. Besides, recycling product information indirectly affects the contractor’s purchase willingness. Based on the findings, the study provides strategies for the government, contractors, recycling enterprises, and public buyers to increase C&DW recycling products’ purchase willingness. Findings derived from the empirical study can be used as a theoretical reference for government departments to develop related promotion policies. Moreover, the suggestions provided are helpful to guide recycling enterprises to promote their products.

Cross-Cultural Dissimilarities in the Perception of Brand Personality of Select Smart phones: Evidence from West Bengal, India and Bangladesh

The study has been conducted in the adjoining regions of West Bengal and Bangladesh (erstwhile East Bengal) among various respondent groups. Both the regions have been archetypally known to share multiple cultural commonalities. Notwithstanding, there exists divergences in the culture, which have been tested using Hofstede's Cultural Dimensions Framework. Further, the study investigates whether there exist any divergences in how the personalities of the two smart phone brands, namely, Samsung and Xiaomi, are perceived in the two regions. An aggregate sample of 295 and 287 respondents have been selected conveniently from West Bengal, India and Bangladesh, respectively. The current study primarily aims to probe into the cultural dissimilarities between the two contiguous regions of West Bengal (in India) and Bangladesh. Subsequently, the study investigates the probable impact of such cross-cultural dissimilarities on consumers' perception concerning the personality of select smart phone brands, specifically Samsung and Xiaomi. The study provides good empirical insight into the fact that despite the uniform positioning of the two smart phone brands in the two West Bengal and Bangladesh regions, their personality traits are perceived differently by consumers dwelling in these cultures. The analysis yields that respondents from West Bengal and Bangladesh demonstrated notable congruencies in perceiving Xiaomi as a 'responsible' and ''aggressive' brand. However, Samsung is perceived as an 'aggressive' brand in Bangladesh and 'stable' in West Bengal. The perceptual deviations of the smart phone brands' personalities exist due to the cultural divergences between the two regions. The current study is unique in that it offers a new-fangled perspective to looking at cross-cultural research by comparing politico-administrative units instead of countries at large. Yet, it is bound by imperfections, such as limited sample size, making it difficult to make more detailed comments on individuals' perceptions towards the brand personality dimensions of smart phones. Although adequate care has been taken to eliminate the “made-in image” of the Chinese smart phones, respondents were generally biased towards the product quality, brand acquaintance and their overall perceptions towards the personality of the said brands. Brand personality plays an integral role in easing communications with customers. They can, resultantly, relate conveniently to the identity and the personality traits possessed by such brands. Marketing professionals can essentially aim to foster a brand-customer personality congruence, which would ideally enable them to position their product offerings accordingly and design tailored advertising and marketing communication messages. A well-defined brand personality initiates greater customer purchase willingness coupled with amplified emotional attachment, trust and loyalty, thereby enhancing the significance of branding to managers. They can help develop frameworks to analyze behavioral intentions concerning consumer perception of brand personality

How Explaining the Nature and Benefits of Organic Food in Advertising for Processed Products May Increase Purchase Intent

ABSTRACT The purpose of this study was to determine to what extent providing more information about the nature and benefits of an organic food item in an advertisement would move a U.S. consumer closer to the point of purchase. Four other dependent variables were tested using varying amounts of information (low, medium, high). Results indicated that category of food (processed vs. non-processed) was an influencing factor. Concerning processed foods, it was found that any amount of information accompanying the USDA label moved the consumer closer to the point of purchase, as well as increased level of interest, understanding, desire to share the ad, and perceived usefulness of the ad. It was deduced that for non-processed foods level of interest, understanding, and perceived usefulness of the ad went up when any amount of information was included, while purchase intent and willingness to share the ad yielded no significance at any level of information.

Purchase willingness of new energy vehicles: A case study in Jinan City of China

Speeding up the promotion of new energy vehicles is an important measure to optimize the energy structure, promote energy conservation and emission reduction, and develop the economy sustainability. The research uses a questionnaire survey to analyze the residents’ willingness to purchase new energy vehicles in Jinan City of China, and utilizes the binomial logistic regression model and Global Moran’s I to explain the impact of three factors (including respondents’ personal characteristics and subjective cognition, products, and social environment) on the purchase willingness of new energy vehicles. According to the survey, 75.12% of the respondents consider buying new energy vehicles in the future, but only 11.66% of the respondents know new energy vehicles well. It can be seen that the respondents in Jinan City generally have an insufficient understanding of new energy vehicles. It may lead to a decline in residents’ trust in new energy vehicles, which will in turn affect their purchase willingness. Based on the survey, we find that women who live far from the city center enjoy high incomes and have a low-carbon awareness, generally exhibit a higher willingness to purchase new energy vehicles. Spatial distribution of the purchase willingness has certain aggregation characteristics, showing a positive spatial correlation pattern. Purchase willingness has a certain positive diffusion effect in space, and areas with a higher purchase willingness have a positive driving effect on their surrounding regions. Spatial distribution of the purchase willingness can be used as one of the breakthroughs in promoting new energy vehicles. In addition, safety, price, after-sales service, and infrastructure of new energy vehicles are important determinants of people’s purchase willingness. Among the types of subsidies, financial subsidy is most effective on the residents’ purchase willingness. Our research provides an important information for the promotion of new energy vehicles in the region.

Attitude towards foreign product purchase: Malaysian consumers' perspective

The current research examined Malaysian consumers' attitudes towards foreign product purchase. Specifically, the study investigated the consumers' attitude, which is characterised by boycott, animosity, ethnocentrism, patriotism, and world- mindedness towards foreign made products. The study also examined how these constructs can affect consumers' foreign product judgment and willingness to purchase such products. In total, 512 responses were collected from the states of Penang, Kuala Lumpur, Melaka and Terengganu. The goodness of fit analysis and hypotheses testing were performed using SEM-PLS software. The findings exhibited that consumer patriotism and consumer world-mindedness mediated the relationship between product judgement and purchase willingness. The results also indicated that consumers with attitude of animosity and ethnocentrism negatively perceived foreign made products and consumers with world-mindedness attitude positively perceived foreign made products. As expected, only world-mindedness was positively related to purchase willingness. Finally, discussion for future direction and managerial implications are highlighted.

A comparative study on the online shopping willingness of fresh agricultural products between experienced consumers and potential consumers

Fresh e-commerce has developed rapidly in the past decade. However, compared with the huge number of Internet users and the huge scale of network economy in China, the utilization rate of fresh e-commerce is relatively low and the profit rate is not ideal. Based on the online survey data of 202 experienced consumers and 192 potential consumers, Amos structural equation model is used to empirically analyze the main factors that affect the online purchase willingness of fresh agricultural products of different types of consumers. The results show that: product quality, logistics service quality, online word of mouth and website information quality have significant impact on experienced consumers to varying degrees. Product quality, online word of mouth and logistics service quality have significant impact on potential consumers, but website information quality has no significant impact on potential consumers. On the basis of strictly controlling product quality and improving cold chain logistics system, fresh e-commerce enterprises should strengthen the comparative advantage of online shopping, strengthen the publicity and guidance to consumers, enhance the attraction of fresh agricultural products online shopping to consumers, promote consumers' choice and form online shopping habits.

소비자의 식･약용 곤충제품 구입 및 지불의향 분석

소비자의 식･약용 곤충제품 구입 및 지불의향 분석