Purchase Behavior Research Articles

Investigating Consumers’ Purchase Resistance Behavior to AI-Based Content Recommendations on Short-Video Platforms: A Study of Greedy And Biased Recommendations

With the proliferation of personalized recommendation systems (PRS) such as Facebook, Amazon, and TikTok, the academic community has increasingly focused on AI-based recommendation systems. However, there remains a dearth of research that elucidates the adverse effects of AI-based recommendation algorithms and the underlying mechanisms through which these effects influence psychological and behavioral responses, particularly in terms of purchasing behavior. Drawing upon the Stressor-Strain-Outcome (SSO) model, this study aims to scrutinize the purported features of “greediness” and “bias” inherent in such algorithms, thereby investigating their impact on users’ negative psychological and behavioral responses. This investigation collected 473 online responses and used the partial least squares structural equation model (PLS-SEM) to empirically analyze the research model. The findings suggest that greedy and biased recommendation algorithms engender information narrowing, redundancy, overload, technological intrusiveness, and concerns about information disclosure. These stressors are associated with negative psychological and behavioral responses among users, which ultimately influence purchasing resistance behaviors on short video platforms. Consequently, the findings of this study contribute to a deeper understanding of the adverse implications of AI recommendation algorithms and provide valuable information for companies that offer short-form video applications.

Relationship between Neuromarketing and Online Purchasing Decisions of Peruvian Consumers in the Post-Pandemic Era

The pandemic has accelerated the transition toward e-commerce, highlighting the necessity of understanding how neuromarketing affects online purchasing decisions. This quantitative study, based on a correlational and cross-sectional design, explored the relationship between neuromarketing and purchasing decisions in virtual stores in northern Peru. Using a 40-item questionnaire, data from 498 adults in La Libertad and Lambayeque were collected. The analyses revealed significant correlations between cognition attention and the information search (rho=0.58) and alternative evaluation phases (rho=0.53), between emotion and the postpurchase stage (rho=0.54), and between memory and the recognition of need (rho=0.57), in addition to a strong direct association between cognition attention and the overall influence of neuromarketing on purchasing decisions (rho=0.72). These findings underscore the considerable impact of sensory and emotional experiences generated by neuromarketing on the critical stages of the purchasing behavior of Peruvian digital consumers, pointing to its relevance in enhancing customer satisfaction and loyalty in the digital age. In conclusion, various components of neuromarketing, specifically linked to the generation of pleasant and memorable sensory experiences, have a significant influence on the search, evaluation, and postpurchase satisfaction behaviors of virtual consumers in the region studied. Received: 3 March 2024 / Accepted: 13 June 2024 / Published: 02 July 2024

The Effects of Poor Fluid Milk Experience on Store Choice and Customer Loyalty in Online and In-Store Retail Channels

Dairy producers work extensively to ensure quality, but there is limited information on how poor experience with milk affects consumer choice. This study uses an online survey of 725 US consumers to assess how a poor experience with milk affects purchase behavior in different channels. We examine the relationship between product experience and purchase behavior and find that a poor experience is associated with a greater likelihood of switching stores and with lower net promoter scores, suggesting that having high quality milk may improve customer loyalty. This work highlights the important role that perishable food quality plays in retail settings.

Assessing consumer purchasing behaviour, use and disposal of clothes towards sustainable practices: a case in the Bolgatanga Municipality, Ghana

Assessing consumer purchasing behaviour, use and disposal of clothes towards sustainable practices: a case in the Bolgatanga Municipality, Ghana

A Comparative Analysis of E-commerce Consumer Purchasing Decisions: Taobao in Shanghai and Daraz in Dhaka

There is a lot of potential for expansion for the e-commerce business, but only if we can figure out what makes people buy online. Findings from this study shed light on the e-commerce decision-making process and the ways in which cultural, social, individual, and environmental elements influence it, with a focus on the Chinese market. We surveyed a total of 150 people in Shanghai and 100 people in Dhaka, Bangladesh, using questionnaires. The findings highlight two obstacles that have a negative effect on the online retail industry and customer choice when purchasing goods online. The study compares Taobao and Daraz, focusing on their respective operational systems, market positioning, and distinctions. The study also looks ahead to potential trends and suggests ways businesses might change their business models and create consumer and retailer regulations. Businesses that are just starting out in the e-commerce space can greatly benefit from these insights. The results demonstrate the importance of understanding the elements that influence customer choices and online purchasing behavior.

The Role of Consumers’ Knowledge of Native and Pollinator-friendly Plants and Their Prioritization of Plant Characteristics in Purchase Decisions

There is a growing trend toward planting native and pollinator-friendly plants in residential gardens and landscapes due to concerns about invasive plant species, water conservation, and urban land management. Yet, understanding consumer purchase behavior and how knowledge affects their purchase intent is largely unknown. In this analysis, we integrated national online and in-person surveys to determine the influence of consumers’ subjective and objective knowledge of native and pollinator-friendly ornamental plants on their purchase decisions. Factors influencing plant purchase decisions were measured using a 7-point Likert rating scale. We found that participants with relatively higher knowledge of native and pollinator-attractive plants placed more emphasis on sustainable production methods relative to the plant’s physical attributes (e.g., plant size, shape, etc.) and care-related characteristics (e.g., plant health, easiness of care, etc.). Plant lovers (i.e., frequent purchasers who spent relatively more money on plants than infrequent purchasers) were more likely to prioritize sustainable production methods over the plants’ physical attributes. In contrast, participants primarily buying plants from mass merchandisers/box stores tend to focus on visual appeal or aesthetic characteristics. Consumer marketing implications for the nursery and greenhouse industry stakeholders are discussed.

Advertising Effects on Consumer Purchasing Behavior: The Case of Undergraduate Students in Ghana.

Advertising Effects on Consumer Purchasing Behavior: The Case of Undergraduate Students in Ghana.

The Impact of social media platforms on consumer purchasing behavior in online shopping

The Impact of social media platforms on consumer purchasing behavior in online shopping

Predicting Consumers’ Intentions to Purchase Eco-Friendly Products through Service Quality and Green Value Orientation

Organismic Integration Theory (OIT) was used in this research study, to examine the influence of environmental measures on consumer purchase intentions, towards’ purchasing ecofriendly athletic wear. To evaluate the associations between variables, a sample of 280 Indian consumers was employed. The research tool, Lisrel 8.80, was used to analyse the data, using the partial least square structural equation modelling (SEM) method. Results indicated that green purchasing behaviour was positively correlated with all the environmental factors considered in this study. Using the theory of OIT, this research is one of the first attempts to examine how environmentally motivating variables affect consumers’ inclinations towards environmentally responsible sporting apparel. This study used SEM to perform multiple regression in the sports wear marketing management.

Determinants of Sustainable Consumption Behavior: A Case Green Apparel Brands of Pakistan

The purpose of this research study is to investigate the impact of environmental concern (EC), willingness to be friendly to the environment (WEF), green brand positioning (GBP), green marketing mix (GMM) and attitude toward green brands (AGB) in Pakistan on sustainable consumption behavior (SCB) with moderating role of green purchase behavior (GPB) focusing on the green apparels with moderating role of green purchase behavior. The research data were gathered through the survey method of the industries of green clothes shops. The study opted with the primary data and used questionnaire as data collection tool. Furthermore, the study selected the convenience sampling technique and targeted customers in Pakistan with sample of 319. For data analysis, PLS-SEM was applied. The results of the study revealed that there is direct significant and positive impact of attitude towards green brands, environmental concern, green brand positioning, green marketing mix and willingness to be environmentally friendly on green purchase intention. Moreover, the study also revealed that there is direct significant and positive impact of green purchase behavior and green purchase intention on sustainable consumption behavior. However, the results show that the green purchase behavior does not moderates the relationship between green purchase intention and sustainable consumption behavior.

Predicting chicken-meat purchasing behaviour in traditional and modern markets in West Java, Indonesia

Abstract Food safety has become a critical problem regarding chicken meat for the Indonesian authorities since severe outbreaks of Avian Influenza. The food safety issue is associated with the market channels where the chicken meat is sold. In Indonesia, the majority of people buy their chicken meat in the traditional market which has inadequate food safety controls. Therefore, understanding the consumers’ behaviour of market choice is a good approach to know chicken-meat consumers’ intention in modern markets in the future. The study focuses more on the social-psychological and socio-demographic factors that influence the intention of consumers in West Java, Indonesia using the theory of planned behaviour (TPB). The results show that consumers in modern markets had a higher level of education, income, amount of consumption, and purchasing frequency than in traditional markets. The subjective norms were the most influential factor to the intention of buying chicken meat in modern markets, followed by the perceived behavioural control (having enough money and the convenience), and attitude. None of the socio-demographic factors were significant. The findings can be used for making the right strategy such as advertising and campaign to encourage society to buy chicken meat in modern markets.

SNS Users’ Social Comparison Experience Affects Beauty Interest and Impact on Purchasing Behavior

In this study, we confirmed how social comparison experiences of SNS users affect purchasing behavior and empirically analyzed the mediating effect of beauty interest. Based on domestic and international prior research, we reviewed theories on social comparison experience, beauty interest, and purchasing behavior, and derived a research model and hypothesis based on this. Through online survey data collection, 209 copies were finally analyzed. The results of this study showed that upward comparison of social comparison experiences of SNS users had a significant impact on beauty interest. Beauty interest was found to have a significant impact on purchasing behavior, and downward comparison of social comparison experience was found to have a significant impact on purchasing behavior. And in the verification of the mediation effect, interest in beauty was found to be partially mediated by SNS social comparison experience and purchasing behavior. The types and acceptance of information by consumers using SNS are different, especially the degree of acceptance based on social comparison., In order to secure a variety of consumers, we provide objective information and produce various contents through beauty-related SNS, promote communication and exchange with consumers, provide various types of information, and provide advertising and marketing that can attract the attention of consumers with different self-esteem. It has practical implications in that it is helpful in activities.

Factors affecting Ethiopian Consumers’ Attitudes towards Purchasing Locally Produced Apparel: An Empirical Study

: Currently, customers have an ever-expanding choice of purchase options owing to globalization, which leads to increased competition. Globalization and current marketing trends have made consumers more sensitive and challenging than ever. As consumers are the most important asset any business has, organizations must understand consumers’ behavior to maintain a strategic advantage in today's increased competition and globalized marketing. In this regard, this study aimed to assess the determinants of Ethiopian consumers' purchasing behavior in locally-produced apparel by using the Theory of Planned Behavior (TPB) model. Cross-sectional data from 539 consumers were collected using convenience sampling and analyzed using structural equation modeling. The structural equation model results showed that all variables had a positive and significant effect on the dependent variables, which means that all hypotheses are supported. The results also indicate that consumers' attitude toward locally produced apparel was the most influential determinant of their purchasing intention towards locally produced apparel, followed by perceived behavioral control and subjective norms. Further, consumers' purchasing intention is more influential in their purchasing behavior than perceived behavioral control. The findings of this study provide insight into domestic apparel consumption, as well as the factors affecting consumer purchasing intentions and behavior in the Ethiopian context. The results from the measurement and structural models offer key inputs for policymakers, marketers, manufacturers, and retailers.

확장된 통합기술수용이론을 활용한 ChatGPT 서비스에 관한 중국 소비자 행동 연구

In this study, we focused on empilically analyzing the factors that influence consumer intention to use and purchase behavior at the introduction and diffusion stages of the innovative technology, ChatGPT Plus, using the Extended Unified Theory of Acceptance and Use of Technology (UTAUT). Furthermore, we examined the moderating roles of education and monthly income in specific relationships. To summarize the research results, firstly, among the technology acceptance factors affecting Chinese consumers' use of the innovative ChatGPT Plus paid service, the performance expectancy, effort expectancy, facilitating conditions proposed in the basic UTAUT, and hedonic motivation, price value, and content quality proposed in the extended UTAUT were found to significantly influence the intention to purchase the ChatGPT Plus paid service. On the contrary, it was found that social influence and usage habits do not significantly influence the intention to purchase ChatGPT Plus paid service. Secondly, among the technology acceptance factors that influence the use of ChatGPT Plus paid service, performance expectancy, hedonic motivation, and content quality showed a significant impact on purchase intention through the moderating effect of education. Thirdly, in this study, the purchase intention of ChatGPT Plus paid service was confirmed to have a positive effect on purchase behavior. Through these research results, artificial intelligence-related companies can respond more effectively to consumers' intention to use and purchase behavior, and on this basis, they can improve the quality of artificial intelligence products and GPT Plus services.

Customer personality analysis and clustering for targeted marketing

A customer’s personality has been stated to be a key determinant in his or her purchasing behavior. Therefore, in today's highly competitive market, understanding customer behavior and preferences is very important for businesses aiming to stay ahead. This research presents a customer personality analysis and clustering of consumers using machine learning into different consumer groups, this kind of clustering is key for targeted marketing strategies. The machine learning technique used in this work is the k-means machine learning clustering algorithm which divides a set of n observations into k clusters with the aim of designating each observation as a representative of a cluster. The model revealed insightful patterns and correlations between customer characteristics and their purchasing behavior. Through comprehensive data analysis and feature engineering, the model identifies key personality traits such as extroversion, openness, conscientiousness, agreeableness, and neuroticism, based on customer interactions, demographics, and psychographic data. The dataset that was used for this work was obtained from kaggle, it originated from different sources such as customer relationship management (CRM) systems, e-commerce platforms, social media platforms, surveys. The dataset comprises information on "people," "products," and "promotion," aiming to understand customer behavior, preferences, and responses to various marketing efforts. The output of this work provides businesses with actionable insights to tailor marketing campaigns and product offerings to individual customer preferences, thereby enhancing customer satisfaction and maximizing profitability.

Study on the Impact of Packaging Design Elements and Perceived Value of Sugar-Free Tea Beverages on Consumer Purchasing Behavior

Purpose: This study aimed to assist brands in understanding market trends and consumer expectations accurately and guide targeted adjustments and innovations in the packaging design of sugar-free tea. Research design, data, and methodology: This study conducted an online survey of mainland Chinese consumers from May 5 to 14, 2024, collecting 412 valid responses. SPSS 26.0 and AMOS 23.0 were used for data analysis and structural equation modeling. Results: According to the study, among the packaging design elements and perceived value dimensions of sugar-free tea, information clarity, and cultural value were the most influential, while visual aesthetics and health value had the least impact. In addition, satisfaction was found to mediate the relationship between packaging design, perceived value, and purchasing behavior. Conclusions: Compared to the elegant and sophisticated designs, eco-friendly packaging that is clear in information and incorporates cultural elements, health concepts, and emotional factors significantly enhances consumer satisfaction, promoting purchasing behavior.

모바일 화장품 앱 활용현황 및 소비자의 구매행동이 구매만족도에 미치는 영향

While the mobile environment is rapidly absorbing new beauty-related information, the information of mobile cosmetics apps is playing an important role in changing women's personality, beautiful appearance, and life. The purpose of this study is to understand the characteristics of mobile cosmetics apps from this point of view, and through this, the effect of cosmetics apps' utilization status and cosmetics consumers' purchasing behavior on purchase satisfaction. This study was conducted as an empirical analysis through theoretical consideration and questionnaire method. Previous studies, academic journals, reports, and presentation data were collected and analyzed to understand the characteristics and current status of the cosmetics market, and cosmetics purchase behavior through mobile cosmetics apps was analyzed. A questionnaire was conducted and empirical analysis was conducted to analyze the cosmetics purchase behavior, satisfaction, and usage status of cosmetics apps by consumers through the app. The results of the study are as follows. The group that uses mobile cosmetics apps the most is office workers under their 20s, and the preference for cosmetics apps is Olive Young, which is rich in product information, because it is well suited to the lifestyle of the 20s. Housewives in their 50s used offline more than apps. Through this, it can be seen that people in their 20s who are familiar with smartphones use mobile cosmetics apps more than those in their 50s who have difficulty using smartphones. As a result of analyzing the factors affecting the satisfaction of purchasing cosmetics through mobile cosmetics apps, acquisition of makeup information and easy purchase channels were found to have a great influence on purchase satisfaction.

Consumer Perception and Buying Behaviour Regarding Eco-Friendly Products

The shift towards eco-friendly products has gained significant attention in recent years due to growing environmental concerns globally. This study investigates the attitudes of consumers towards eco-friendly products and their impact on purchase behaviour. Through a comprehensive literature review and empirical research, the study explores various factors influencing consumer attitudes including environmental consciousness, perceived product benefits, and demographic variables. Additionally, it examines the extent to which these attitudes translate into actual purchase decisions. Data was collected throughsurveys distributed among a diverse sample of consumers, and analysed using statistical methods to draw meaningful insights. The findings suggest a positive correlation between favourable attitudes towards eco-friendly products and increased purchase intent. However, the study also identifies barriersand challenges that hinder widespread adoption, such as price sensitivity and a lack of awareness. The implications of these findings for marketers and policymakers are discussed, emphasizing the need for targeted strategies to enhance consumer awareness and address barriers to adoption. Overall, this research contributes to understanding consumer behavior in the context of sustainability and provides valuable insights for promoting eco-friendly products in the marketplace.

The Effect of Perceived Usefulness and Ease of Use through Platform Business on the Relationship between Consumption Value and Purchase Intention in the K-Beauty Industry

Korea has become a leading country in the beauty industry worldwide with Korean beauty (K-beauty), shaping the Korean culture (K-culture) impact. Thanks to the impact, K-beauty industry’s global premium products and beauty markets have rapidly grown, and diversities of services are created as the consumption environment is changing. The platform business connecting potential values not perceived and invisible in the past is continuously growing. Systems by which consumers can purchase what they want (products) anywhere, anytime through online distribution network without stores with smart devices or PCs are used. This is a result that online shopping has placed itself as a new trend, as online shopping’s growth is accelerating, after the COVID-19 pandemic. The study analyzes impacts of the K-beauty industry’s consumption value, platform business, and perceived usefulness and easiness on consumers’ purchase behavior intention. This study ultimately aims at empirically examining causal relationship with each variable by grasping the effects of mediating variables - platform business, perceived usefulness and easiness. The study targeted adults from in their 30s to 60s and conducted a questionnaire survey from May 18 to August 16, 2023. The finally collected questionnaire response copies were 834. According to the results of this study confirmed that consumers’ continuous purchase behavior intention can be increased by improving platform business, perceived usefulness, and perceived easiness, and maintaining close relations, when consumers purchase products. Through this study, continuous studies are anticipated by focusing on developing factors that can construct services that consumers can satisfactorily, easily, and conveniently use through the platform business in the K-beauty industry.

여성 패션 가방 원단의 텍스쳐(Texture) 디자인에 따른 소비자의 구매 의사 결정에 관한 연구

With the rapid development of modern society, the fabric of bag products is constantly updated, and the purchasing behavior of consumers is constantly changing. This study investigated the effect of the texture design of women's fashion bag fabric on consumers' purchasing decisions by applying the value-attitude-action(VAB) model to adult women aged 18 to 60 in China. According to the analysis results, when looking at consumers' preference for the fabric texture of women's fashion bags, they preferred artificial leather harmonies in homogeneous coordination types, smooth PVC and natural leather in heterogeneous coordination types, and they preferred glitter and spangle textures most in homogeneous coordination. Looking at consumers' preferences for women's bag texture types by age group, those aged 18 to 29 preferred homogeneous coordination of chuede and natural leather, heterogeneous contrast coordination of coarse and smooth natural leather, and those aged 30 to 39 preferred coarse Gretel and smooth natural leather, and those aged 40 to 49 and 50 to 59 preferred rough texture and rough natural leather. According to the analysis of the effect of the texture design of women's fashion bag fabric on consumers' purchasing decisions, it was found that all of the texture designs of women's fashion bag fabric had a significant influence on consumers' purchasing decisions. Among them, heterogeneous harmonious coordination has the greatest impact on consumer value, homogeneous harmonious coordination has the greatest impact on consumer attitudes, and homogeneous contrast coordination has the greatest impact on consumer behavior.