Product Purchase Research Articles

Power of Advertising on Consumer Purchasing Behaviour: A Study on the “Share a Coke” Campaign

This study investigated the influence of advertising on customer buying behaviour by analysing the impact of the 'Share a Coke' Campaign. This text elucidates the significance of advertising in shaping the consumer's purchasing decisions. Several Nigerian organisations exhibit a lack of enthusiasm when it comes to promoting their products and services through an efficient advertising platform, which negatively impacts their sales performance. They do not consider it necessary to allocate a percentage of their money to ads for promoting their products and services and influencing customer purchase decisions. This study elucidates how the brand Coca-Cola has strategically utilised advertising to its benefit, ensuring not just customer affinity towards the brand but also driving real product purchases. The fast progress of technology has led to a substantial rise in the use of technology and digital media in the advertising industry. Given the fast progress, it has become more and more crucial to have effective advertising in order to get a competitive edge. This research is necessary to achieve that. Therefore, it is advisable to do comprehensive research on the target audience to gain insights into their watching patterns and purchase behaviours, thereby ensuring a successful advertising campaign.

Pengaruh Social Media Marketing dan Inovasi Produk terhadap Minat Beli Ulang Kopi Bubuk Instan Nescafe di Kota Bandung

This research aims to analyse the impact of social media marketing and product innovation on the likelihood of repurchasing Nescafe instant coffee powder products in the city of Bandung. This research instrument has undergone rigorous testing to ensure its validity and reliability, including assessments of classical assumptions and multiple regression analysis. This instrument served as a data collection tool for respondents aged 17 years and older residing in the city of Bandung who have made a purchase of the Nescafe instant ground coffee product at least once, which is the subject of evaluation in this research. The research includes a total of 120 respondents. The data instruments are tested using the SPSS version 26 software tools, which is an analytical tool. The research findings indicate that Social Media Marketing and product innovation have a favourable and substantial impact on concurrent repurchase interest. What sets this research apart from prior studies is its focus on partial testing and the determination of the research locus specifically in the city of Bandung. The research aims to provide valuable insights for managers responsible for evaluating things, enabling them to develop effective plans or programmes

The Influence of Consumer Product Knowledge, Trust, and Risk Perception on Purchase Intention Among Shopee Consumers: The Role of Reviews as a Moderating Variable

The development of e-commerce has changed consumer behavior. With the presence of e-commerce, many habits have changed, starting from previous shopping habits in offline stores, now switching to shopping at online stores using shopping sites and applications such as Shopee, because it makes it easier for consumers to make buying and selling transactions online. However, Shopee, which is a consumer favorite, has several problems, including some consumers who buy products at Shopee feeling disappointed because the goods purchased do not match expectations, thus affecting consumer buying intentions. Several previous studies have shown that there is a relationship between consumer trust and purchasing decisions. This study uses descriptive quantitative research using multiple linear regression analysis. The subjects of this research are Shopee consumers. The variables used in this study are consumer product knowledge, trust, risk perception and reviews as moderating variables. The results of the research show that consumer product knowledge has a positive but not significant effect on Shopee consumers’ purchasing decisions. Meanwhile, the variables of trust, risk perception and reviews have a significant positive effect on Shopee consumers’ purchase intentions. Then the review variable is not able to moderate the relationship between consumer product knowledge and purchase intention. However, reviews are able to moderate the relationship between trust, risk perception and purchase intention.

Research on the Relationship between Characteristics of Video Bloggers and Consumers’ Purchase Intentions

Video blogging channels for social media technology continue to innovate and evolve, and brands are beginning to rely on social media channels for product marketing. The factors influencing consumers’ purchase intention for products advertised by video bloggers are numerous and unclear. The main purpose of this study is to explore the mechanism by which the characteristics of video bloggers influence the formation of emotional cognition and then influences consumers’ purchase intention. Based on the SOR model, 518 questionnaires were administered to Chinese video blogging users. The AMOS 24.0 and SPSSAU 24.0 web tools were used to analyze the study data. Empirical results indicate that consumers’ perceived homogeneity, expertise, degree of emotional attachment to video bloggers, and perceived source confidence have a direct or indirect positive influence on purchase intentions. Evident advertising intention weakens the relationship between emotional attachment and purchase intention. This result is strategically important for a brand’s advertising efforts and market share and provides new research insights and frameworks for studying consumers’ advertised product purchase behaviors in the context of video blogging channels for social media.

Pengaruh Nilai Iklan Smartphone terhadap Niat Beli Produk

This study examines the influence of smartphone advertising value on product purchase intentions. This research uses quantitative methods by distributing online questionnaires to 151 Indonesian citizens without specific regional characteristics. The results of the analysis using regression analysis show that informativeness, entertainment and incentives are proven to have a positive effect on advertising value. Meanwhile, credibility and irritation were not proven to have a positive effect on advertising value. And finally, advertising value is also not proven to have a positive effect on purchase intention

Red dog, blue dog: the influence of political identity on owner–pet relationships and owners’ purchases of pet-related products and services

PurposePets reflect the identity and moral values of their owners. The purpose of this study is to examine how pet owners’ political identity (liberal–conservative) influences the relationship they forge with their pets as well as their purchase behaviors of pet-related products and services.Design/methodology/approachThis study conducted two surveys of pet owners with different political identities and measured both their relationship with their pets and their purchase intentions of medical-related products and services as well as luxury accessories. Two secondary data sources were used to provide additional support.FindingsThis study shows that, on one hand, pet owners anthropomorphize their pets as if they were human equals. On the other hand, they consider themselves masters and emphasize control. The former aligns with the individualizing values endorsed by liberals, while the latter aligns with conservatives’ binding values. Reflecting their different values and owner-pet relationship characteristics, liberals and conservatives exhibit different purchase patterns. Liberals are more likely to buy medical-related products and services, while conservatives are more likely to buy branded luxury accessories for their pets.Research limitations/implicationsBoth primary studies are survey-based and data are correlational in nature. In addition, the samples are limited to the USA. While research suggests that the liberal-conservative continuum is universal, additional research is needed to generalize the findings to other countries.Practical implicationsUnderstanding the owner-dog relationship in the context of political identity and the effect of these relationships on dog owners' purchases offer interesting managerial implications in terms of product offerings, retail assortment decisions of related products and pet product branding.Originality/valueWhile dog ownership and related purchases are on the rise, research on owner-pet relationships is scant. This study provides theoretical contributions and implications by going beyond general relationship closeness and bringing in the role of owners’ (political) identity.

The impact of museum creative products involvement on purchase intention: The mediating role of perceived value

In recent years, against the backdrop of the flourishing cultural industry, innovation and promotion of museum cultural and creative products have gradually attracted widespread attention. We investigated the influence of product involvement on purchase intention among 566 consumers of museum creative products, assessing the mediating role of perceived value in this relationship. The results indicate a significant positive correlation between product involvement and purchase intention. Additionally, perceived value plays a mediating role in the relationship between product involvement and purchase intention. Our research contributes to understanding the relationships among consumer product involvement, willingness to consume, and perceived value regarding museum creative products. These findings also offer practical insights for museums and related institutions to enhance purchase intention. Future research directions are suggested.

Determinants of Electronic Customer Relationship Management (E-CRM) Systems in the Nepalese Insurance Sector

E-commerce has revolutionized the global shopping landscape, especially among younger generations, by providing unprecedented convenience and accessibility. This shift has transformed traditional retail, enabling consumers to easily find, compare, and purchase products online. The internet has created a centralized platform that brings together competitors and consumers, opening new avenues for product and service promotion. Customer relationships are crucial in customer focused marketing, with Customer Relationship Management (CRM) leveraging customer data to enhance promotions. The evolution from e-CRM to CRM highlights the growing emphasis on customer relationships to establish competitive power. This study investigates the impact of trust, privacy, reliability, responsiveness, and customer satisfaction on the success of electronic customer relationship management (E-CRM) systems in the Nepalese insurance sector. Based on primary data from 393 respondents in the Nepalese insurance sector, the study employs descriptive statistics, correlations, and regression analysis. Data are collected using Google Forms The results show that privacy, reliability, responsiveness, trust, and customer satisfaction are positively correlated with the success of E-CRM systems. Higher levels of these factors lead to greater success in E-CRM systems within the Nepalese insurance sector.

Consumer perspectives towards aquaponics: Products and native fish cultivation

Abstract Aquaponics is a farming system that integrates hydroponics and aquaculture. Many questions and concerns about the feasibility of aquaponics to sustain food productivity and its potential market remain unknown. One of them is the consumer’s perception and willingness to pay for aquaponic products. This study presents findings and analysis regarding consumer perception, knowledge and acceptance of aquaponic products in Malaysia, particularly native fish species cultivated within aquaponic system. A total of 385 respondents participated in this study from all regions (northern region, central region, east coast, southern region, Sabah, and Sarawak) in Malaysia. Overall, a significant proportion of consumers (84%) had not practised aquaponics, and 63% had not made purchases of any aquaponic products before. Consumers’ decisions to purchase aquaponic products is primarily influenced by price (79.2%) and food safety (67.8%). Other significant factors include food nutrition (52.7%), cultivation methods used in production (39.7%), taste and texture of aquaponic products (33%), accessibility to these products (0.5%) and concerns related to zoonotic diseases in aquaponic products (0.3%). Overall, consumers had a positive outlook on the benefits of aquaponics and its products. However, they had a neutral attitude towards purchasing and were willing to spend more on aquaponic products compared to products produced using conventional farming. Consumers also had a positive attitude towards culturing native fish species in aquaponics systems and had a neutral attitude when asked to buy native fish species cultivated in aquaponics systems. The study’s findings show a potential market for aquaponic products in Malaysia. However, more efforts are needed to increase awareness and promote aquaponics systems in Malaysia.

Decoding consumer resistance to near-expired products: The role of social stereotyping

Why are consumers reluctant to purchase near-expired products despite the commonly tempting price deals associated with them? Whereas prior literature attributes this phenomenon to various product-related factors (e.g., freshness or quality concerns), we propose that it may also partially stem from consumers’ concern of being stereotyped as stingy; that is, people tend to stereotype the purchasers of near-expired products as stingy, which may in turn motivate consumers to resist these products to maintain their social evaluation. Seven studies—including an IAT (Implicit Association Test) experiment, a field experiment, lab and online experiments—offer converging evidence for the proposed effect. The authors also validate the proposed underlying process by showing that the effect is magnified when price discounts are applied to near-expired products and attenuates when purchases are made privately or when purchasers are imbued with socially desirable characteristics such as being proenvironmental and smart consumers. The authors conclude by highlighting insights for emerging ESG (Environmental, Social, and Governance) marketing and retailing practices.

The Effect of Product Innovation and Customer Relationship Management on Satisfaction Mediated by Purchasing Decisions in the Coffee Shop Industry

The coffee shop industry faces increasingly fierce competition, where consumers have many choices. To retain and attract customers, coffee shops must continuously develop product innovation and improve customer relationships through Customer Relationship Management (CRM). This study aims to identify the effect of product innovation and CRM on customer satisfaction and understand the role of purchasing decisions as a mediator in this relationship. This research uses a survey method by collecting data from coffee shop customers through questionnaires. The research sample consisted of coffee shop visitors who were active during the research period. The collected data were analyzed using statistical techniques, including regression analysis. The results showed that product innovation has a significant positive impact on customer satisfaction. CRM also has a significant favorable influence on customer satisfaction. Furthermore, purchasing decisions were found to mediate the relationship between product innovation and customer satisfaction, as well as between CRM and customer satisfaction. These findings indicate that coffee shops focusing on developing innovative products and implementing effective CRM strategies can increase customer satisfaction. In addition, purchase decisions are an essential intermediary in linking product innovation, CRM, and customer satisfaction. Therefore, coffee shop management must consider better strategies for integrating product innovation, CRM, and purchase decisions to achieve long-term success in this competitive industry. This research contributes significantly to understanding the factors influencing customer behavior and the strategies coffee shop industry players can use.

Brexit 이후의 영국 공공조달법제 연구

Korea's public procurement legal system is composed of various laws, including 「Act on Contracts in which the State is a Party」, 「Act on Contracts in which the Local Government is a Party」, 「Act on the Government Procurement Program」, 「Act on the Management of Public Institutions」, 「Act on Facilitation of Purchase of Small and Medium Enterprise-manufactured Products and Support for Development of Their Markets」, 「Defense Acquisition Program Act」, and the relationship among them is not systematically established. In order to address this issue, the enactment of the 「Act on Public Procurement (Draft)」 is being discussed. This article examines the 「Procurement Act of 2023」 in the United Kingdom, which enacted a single statute by integrating various regulations related to public procurement in each field after Brexit, in order to find implications for reforming Korea's public procurement law system. The 「Procurement Act of 2023」 in the UK presents Value For Money as the most important principle of public procurement, and to materialize it, it introduces ‘flexible competitive procedure’ as a new contracting method and ‘most advantageous tender (MAT)’ as a new award criteria. In addition, in order to ensure the effective operation of this flexible contracting system, there are regulations on securing transparency throughout the entire life cycle of the procurement, including the sharing of contract information. The 「Procurement Act of 2023」 in the UK provides the following implications for the reform of Korea's public procurement legal system. First, it is necessary to find the common principles in each sector procurement, and to legislate it into an Act. Second, it is necessary to establish the principles of public procurement, including value for money and the principle of proportionality. Third, it is necessary to prioritize and implement public procurement across government through a comprehensive public procurement plan, and in particular, to systematize the existing preferential procurement system. Fourth, it is necessary to improve contracting methods and award criteria that can realize value for money, and the collection and utilization of contract-related information is important for the proper operation of these new system.

The Convergence of Design Marketing according to the Difference in Purchase of Virtual Products Based on Game User Types

The Convergence of Design Marketing according to the Difference in Purchase of Virtual Products Based on Game User Types

The Influence of Product Design and Beauty Vlogger Review on Serum Products Purchasing Decisions

In Indonesia, facial care has become a daily routine for women. The research was conducted in the city of Denpasar, the center of government, commerce, and culture in Bali, to understand the impact of product design and beauty vlogger review on serum purchase decisions amid increasing competition in the cosmetics industry. The problem formulation is, does product design influence product purchasing decisions? Does the beauty vlogger review affect the product purchase decision? Does product design and beauty vlogger review influence product purchasing decisions? The research method used was quantitatively descriptive, using surveys with research questionnaires, involving 100 respondents to collect data on serum purchase preferences. The research was analyzed using a double linear regression analysis method, then the data was processed using the help of SPSS software version 29. The results of the test on this study showed that the product design significance value is <0,001 < 0,05, the value of the beauty vlogger review significance is <0,001 < 0.05, so based on data analysis that product design and beauty vlogger review have a significant positive influence on the purchase decision of serum products in the City of Denpasar. In conclusion, attractive product design and positive reviews of beauty vloggers are important factors that influence serum purchase decisions, providing important insights for cosmetics companies in designing effective marketing strategies.

Fear of Missing out and Its Impact on Consumer Decision Making in Relation to Product Purchases in the Metaverse

Fear of Missing out and Its Impact on Consumer Decision Making in Relation to Product Purchases in the Metaverse

Social Networks and Digital Influencers in the Online Purchasing Decision Process

Social networks have become a significant part of people’s daily lives, particularly in the purchasing process. In this context, digital influencers have played an essential role in shaping consumers’ opinions. In this sense, studying the role of social networks and influencers in the online product purchase decision process was considered pertinent. We selected two technology adoption models to fulfill this purpose: the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). We conducted an exploratory study using a quantitative approach, with data being collected through a questionnaire distributed online. The statistical analysis of the empirical model employed a partial least squares structural equation modeling (PLS-SEM) technique. Analyzing the 135 responses allowed us to conclude that social networks are relevant in consumers’ purchase decision process. This research highlights the importance of the credibility of influencers, emotional connections with audiences, and the dynamics of the media in shaping consumer behavior. It highlights the strong influence of digital influencers on purchasing decisions and makes a methodological contribution with a rigorous empirical model. This study also suggests avenues for future research in order to deepen the understanding of influencer and social media marketing strategies.

Green Product Purchase Intention of Young Customers from Developing Country: Extended Theory of Planned Behavior

Green Product Purchase Intention of Young Customers from Developing Country: Extended Theory of Planned Behavior

Mining Comparative Opinions in Portuguese: A Lexicon-based Approach

The constant expansion of e-commerce, recently boosted due to the coronavirus pandemic, has led to a massive increase in online shopping, made by increasingly demanding customers, who seek comments and reviews on the Web to assist in decision-making regarding the purchase of products. In these reviews, part of the opinions found are comparisons, which contrast aspects expressing a preference for an object over others. However, this information is neglected by traditional sentiment analysis techniques and it is not applicable for comparisons, since they do not directly express positive or negative sentiment. In this context, despite efforts in the English language, almost no studies have been done to develop appropriate solutions that allow the analysis of comparisons in the Portuguese language. This work presented one of the first studies on comparative opinion in Portuguese. Four main contributions are (1) A hierarchical approach for detecting comparative opinions, which consists of an initial binary step, which subdivides the regular opinions from the comparatives, to further categorize the comparatives into the five opinion groups: (1) Non-Comparative; (2) Non-Equal Gradable; (3) Equative, (4) Superlative; and (5) Non-Gradable. The results are promising, reaching 87% of Macro-F1 and 0.94 of AUC (Compute Area Under the Curve) for the binary step, and 61% of Macro-F1 in multiple classes; (2) An lexicon algorithm to detect the entity expressed as preferred in comparative sentences, reaching 94% of Macro-F1 for Superlative; (3) Two new datasets with approximately 5,000 comparative and non-comparative sentences in Portuguese; and (4) a lexicon with words and expressions frequently used to make comparisons in the Portuguese language.

The Role Of Brand Image In Mediating The Influence Of Green Products On Purchasing Decisions (A Study On Consumers Of Pt. Work By Pak Oles Soccer)

Environmental damage caused by non-recyclable materials is an opportunity for business people to create environmentally friendly products. This study aims to explain the influence of green products on purchasing decisions, the influence of green products on brand image, the influence of brand image on purchase decisions, and the role of brand image in mediating the impact of green products on the purchase decision of PT. Karya Pak Oles Tokcer. The method of determining the sample in this study is non-probability sampling using the purposive sampling technique so that the sample involved in the study is 100 people. The analysis techniques used are path analysis and mediation role testing. The results show that green products have a positive and significant effect on purchasing decisions; Green products have a positive and significant impact on the brand image; the brand image has a positive and significant effect on product purchase decisions; the Brand image can mediate part of the influence of green products on purchasing decisions. The practical implications of this research can make a valuable contribution to the management of PT. Mr. Oles Tokcer in improving consumer purchasing decisions for PT. Karya Pak Oles Tokcer.

Perceived Price, Online Trust, and Security Risk: Decoding Online Travel Product Purchase Intention through the Perceived Risk Model

Perceived Price, Online Trust, and Security Risk: Decoding Online Travel Product Purchase Intention through the Perceived Risk Model