Purchase Behavior Research Articles

Immigrants’ acculturation and luxury brand purchase intentions: a cross-sectional study in the Australian context

PurposeThe purpose of this paper is to examine the influence of acculturation on immigrant consumer behaviours in their host country. Mainly, the role of acculturation and luxury brand purchasing intentions were investigated.Design/methodology/approachThe research conducted an online survey of 400 Indian sub-continent born immigrants in Australia.FindingsThe findings confirm that the behaviour acculturation dimension of immigrants is significantly negatively related to their luxury brand purchase intention. Although immigrants' overall acculturation is significantly related to the luxury brand purchase intention, their language and identity acculturation have no significant effect, supporting the multidimensional framework’s influence on immigrant consumer behaviour. Immigrants with higher family income, younger age and less academic education show more luxury brand purchase intention; however, no moderating demography was found between the relationship of acculturation and purchase intention. In spite of the limitation of sampling, this study demonstrates that immigrants' level of acculturation influences their luxury brand purchase intention in the host country.Originality/valueThis study aims to help marketers formulate a unified segmentation strategy of purchasing luxury brands based on immigrants' acculturation and sociodemographic stance. This paper highlights the specific needs of ethnic consumers. Incorporating immigrant consumers into the marketplace will help create a homogenised society and more integration of immigrants into the larger society in the host country. Findings shed light on the role of culture change as a crucial element that affects immigrants' luxury brand purchase behaviour considering their integration level into the host country.

Factors Influencing Customers’ Online Shopping Behavior in Malaysia During the COVID-19 Pandemic

The article presents an overview of the arguments and rebuttals made in the scientific discourse regarding Malaysia's expanding online shopping trend, particularly in light of the COVID-19 epidemic. This scientific decision is significant since the widespread usage of COVID-19 has altered consumer purchasing behavior and how firms operate globally by reducing potential risks such as making the wrong purchase or falling prey to online fraud. This study aims to determine the impact of perceived risk, trust, and product diversity on consumers' decisions to purchase things online in Malaysia's Klang Valley. The study utilized a quantitative survey methodology, selecting 327 sample sizes from a targeted demographic of online shoppers using Krejcie and Morgan tables. SPSS was used for descriptive and inferential analyses. The study found that product variety, trust, and perceived risk significantly predict consumers' online buying behavior in Malaysia during the COVID-19 pandemic. Trust and product variety moderately influence online purchasing, while perceived risk has a negative impact. In contrast to perceived risk (standardized coefficient = -.252), which has a negative and moderate impact, the results indicate that product variety (standardized coefficient =.571) and trust (standardized coefficient =.461) have an average influence on customers' online purchase behaviors. The study supports all hypotheses (H1, H2, and H3), indicating that trust, perceived risk, and product variety significantly influence consumers' online purchasing behaviors in Malaysia during the COVID-19 pandemic. The study emphasizes the need for a comprehensive understanding of online consumer factors and their implications for e-commerce vendors, suggesting the inclusion of marketing professionals in marketing strategy formulation.

The influence of Tiktok eWOM on consumer purchase intentions for local skincare products

This study investigates how TikTok electronic Word-of-Mouth (eWOM) impacts consumer purchase intentions in Indonesia, focusing specifically on key information characteristics within the local skincare product market. It examines factors such as information quality, information credibility, information task-fit, needs of information, attitude towards information, information usefulness, and information adoption towards purchase intention. Data were gathered from 385 participants via a questionnaire and analyzed using structural equation modeling (SEM) with the partial least squares (PLS) method. The results reveal that information quality, information task-fit, needs of information, attitude towards information, information usefulness, and information adoption significantly influence consumer purchase intentions. These findings underscore the influential role of TikTok in enhancing consumer engagement and shaping purchasing behaviors, particularly in the context of skincare products. For marketers in the skincare industry, these insights are crucial as they highlight the effectiveness of leveraging TikTok and similar platforms for marketing strategies. By understanding these dynamics, marketers can effectively harness social media to engage with consumers, build brand loyalty, and drive purchase decisions in a competitive market landscape.

The Influence of a Regional Public Brand on Consumers’ Purchase Intention and Behavior Toward Eco-Agricultural Products: A Chinese National Park Case

Transforming ecological value into economic value is an important challenge regarding China’s protected natural areas. The key strategy is to develop a regional public brand and increase the premium of eco-products. A brand–quality–price model was proposed to analyze the factors influencing consumers’ purchase intention and behavior toward eco-agricultural products from China’s protected natural areas. The data came from a questionnaire survey sample of 300 consumers in Zhejiang Province. The results show that there is a gap between purchase intention and actual behavior: (1) For purchase intention, brand awareness, brand trust, perceived quality, and perceived price had significant positive influences. (2) For purchase behavior, brand awareness, and purchase intention had direct impacts. However, brand trust did not directly affect behavior. (3) Age, monthly income, and marital status had significant effects on purchase intention and behavior. However, purchase intention and behavior were not affected by gender, and the educational level had significant effects on purchase intention but had no significant effects on purchase behavior. (4) Consumers were willing to pay 17.13% more than the price of the ordinary products. This study provides important references for brand development and valuable experience for establishing ecological product value realization mechanisms in other protected natural areas.

Food purchase and consumption behavior during the COVID-19 pandemic lockdown in Bangladesh: association between sociodemographic composition

BackgroundBangladesh suffered a severe COVID-19 wave from June to August 2021, which forced the government to impose emergency nationwide lockdown measures for three months with discontinuities. The sudden lockdown strongly affected the dietary preferences, financial circumstances, and social interactions of citizens.MethodsIn this comprehensive study, we collected sociodemographic information as well as data on food purchase and consumption behaviors from 1,350 adults in Bangladesh during the weeks of enforced confinement. The association between the sociodemographic factors (viz., gender, age, education status, income, occupation, and household size) and food purchase and consumption behaviors were determined by conducting bivariate and multivariate logistic regression models reporting as odds ratios.ResultsThe descriptive result reveals that 49.63% of the participants experienced wage reductions, with many people enduring reductions of up to 75%; 12.22% lost their jobs. Besides, a decline in the frequency of shopping was observed by 35.04%; and 24.52% avoided outdoor shopping during the pandemic period. Additionally, 28.74% of participants purchased less overall, while 19.48% purchased significantly fewer items per trip compared to the pre-pandemic period. The multivariate analysis shows a prominent increase in online grocery shopping (OR: 4.03, 95% CI: 2.38–6.83, p < 0.001) and meal delivery services (OR = 5.19, 95% CI = 3.21–7.17, p < 0.001) among higher educated individuals compared to the individuals having no institutional education. The personnel having formal jobs purchased 2.34 times more from online grocery sites (95% CI = 0.34–4.08, p = 0.003) compared to the unemployed one. In contrast, a notable increase in panic buying and stockpiling was observed, driven by scarcity and escalating prices of essential food items. The frequency of meals with families, active engagement in meal preparation, and the exploration of novel recipes also increased notably.ConclusionsThe consumption of takeaway food and inter-meal snacks increased significantly with the education level of individuals. These findings highlighted that a prolonged pandemic could magnify economic vulnerability in Bangladesh.

Higher-Order Constructs of Injunctive and Descriptive Norm of Consumer Purchase Behaviour of Pirated Music Compact Discs

This study explores the higher-order constructs of injunctive and descriptive norm within the context of consumer purchase behavior of pirated music in Tanzania. Grounded in the Theory of Planned Behavior, the research aims to understand how subjective norm influence the decision-making processes of Tanzanian consumers regarding pirated music. A structured questionnaire was administered to a sample of 491 respondents, and data were analyzed using Smart PLS to test the relationships between the variables. These results have practical implications for marketers, business owners, and music promoters seeking to enhance CD sales among music users in Tanzania. Injunctive norm, which reflect perceived social pressures to conform to what is deemed acceptable behavior, and descriptive norm, which reflect perceptions of how others behave, were investigated as independent variables. Consumer behavior regarding the purchase of pirated music was the dependent variable. The findings reveal that both injunctive and descriptive norm have a significant impact on consumer behavior, affirming the strong influence of subjective norm on piracy-related decision- making. Based on these results, recommendations were made to Tanzanian consumers and policymakers. For consumers, the emphasis was placed on increasing awareness of the ethical and legal implications of purchasing pirated music. For policymakers, strategies were suggested to strengthen anti-piracy campaigns and to promote positive behavioral changes through normative interventions. These insights provide a valuable contribution to the understanding of consumer behavior in emerging markets, where social norms play a critical role in shaping illegal consumption patterns.

How does blockchain-based food traceability system drive consumers’ repurchase and word-of-mouth intentions toward organic food: a curvilinear role of producer-retailer (in)congruence

PurposeThis research applies the stimulus-organism-behavior-consequence framework to explore how blockchain-enabled traceability influences trust in organic food producers and retailers, which impacts consumers’ purchase behaviors and subsequent outcomes.Design/methodology/approachUsing a purposive sample of 5,326 Vietnamese consumers, multiple linear and polynomial regression with response surface analysis were employed to examine the hypotheses.FindingsBlockchain-enabled traceability significantly enhances trust in both producers and retailers, which congruently and incongruently influences organic food purchase behaviors. This behavior also drives consumers’ word-of-mouth and repurchase intentions. Serial mediation analysis confirms blockchain’s impact through trust and purchase behaviors.Research limitations/implicationsStakeholders should adopt blockchain to boost transparency and trust, which increases consumer engagement. Policymakers can support this transition through regulations and incentives to enhance food security and sustainability.Originality/valueThis study expands on blockchain research by applying the stimulus-organism-behavior-consequence framework in the organic food supply chain, showing how blockchain-enhanced trust synergistically affects consumers’ purchase behaviors, word-of-mouth and repurchase intentions.

Consumer Psychology in the Digital Age: How Online Environments Shape Purchasing Habits

The advent of the digital age has profoundly changed consumers’ mindsets and habits. The rapid development of e-commerce and the widespread use of mobile applications have created enormous demand for individual recommendation systems based on mass data. This system not only increases the convenience of purchases and conversions but also alters the purchasing behavior of consumers, leading them to make choices subconsciously. Potential risks associated with large-scale data sharing and usage have heightened consumer concerns regarding privacy, thereby weakening the foundational trust in platforms and deterring them from shopping. Additionally, the rapid growth of e-commerce in the digital age, coupled with changing market circumstances, has intensified psychological pressure on consumers, making their decision-making processes more complex and difficult. Furthermore, the program will explore issues related to improving customer experience, developing individual marketing strategies, and designing customer loyalty plans. It will also address questions of privacy in a digital environment, the dilemmas of excessive or disruptive consumption behavior, and the complexity and diversity of consumer behavior in the face of digital change. The objective of this study is to develop a fear study that will enable a better understanding of the impact of online shopping on consumer behavior and provide a strategic guide for retailers to meet the challenges and opportunities presented by the digital age.

The Influence Of Digital Marketing And VAT (Value Added Tax) Literacy On Consumer Purchasing Behavior

This study aimed to examine the impact of digital marketing and VAT (Value Added Tax) literacy on consumer purchasing behavior. It investigates how marketing through digital media, along with VAT literacy, can affect respondents as consumers across both online and offline platforms. The research employs a quantitative approach, utilizing primary data collected through questionnaires and multiple linear regression techniques. The population consists of 387 students from “Universitas Advent Indonesia,” who graduated in 2023, with a sample of 151 students from the economics faculty. The sampling method used is probability sampling, resulting in 82 respondents. The independent variables are digital marketing and VAT (Value Added Tax) literacy, while the dependent variable is consumer purchasing behavior. This study utilizes SPSS 27 software. The findings indicate that digital marketing and VAT literacy, when considered together, influence consumer purchasing behavior. Additionally, the results of the study shows that effective digital marketing strategies can strengthen consumer relationships and enhance loyalty, making them essential in today’s digital age. However, VAT literacy has little impact on purchasing behavior since the surveyed respondents already have high VAT literacy.

Impact of Social Media Marketing on Consumers in Philippines

Purpose: The aim of the study was to analyze the impact of social media marketing on consumers in Philippines. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The impact of social media marketing on consumers in the Philippines reveals that platforms like Facebook, Instagram, and Twitter significantly influence purchasing behavior, especially among younger audiences. Studies show that Filipino consumers are highly engaged with brands on social media, where personalized content, influencer marketing, and customer interaction drive brand loyalty and product awareness. Social media also facilitates quicker decision-making, as consumers rely on peer reviews and recommendations before making purchases. However, challenges include issues with data privacy and the oversaturation of promotional content, which can lead to consumer fatigue. Unique Contribution to Theory, Practice and Policy: Theory of planned behavior (TPB), uses and gratifications theory (UGT) &amp; social influence theory may be used to anchor future studies on the impact of social media marketing on consumers in Philippines. Companies should invest in analytics tools to understand consumer preferences, enabling them to create more personalized and engaging content. Policymakers should develop regulations that ensure transparency in social media advertising and influencer endorsements, particularly in areas like disclosure of paid partnerships.

The Influence of Perception towards Social Media Factors on UPM Students’ Purchase Behaviour

The Influence of Perception towards Social Media Factors on UPM Students’ Purchase Behaviour

Breaking down purchasing intentions: selecting policy instruments for sustainable consumption

ABSTRACT Despite the breadth of sustainability issues, research on sustainable consumption mostly concentrates on environmental-orientated consumption and values. Alongside environmentally oriented approaches, policies mixes encouraging sustainable consumption need to account for socially responsible purchasing behaviour, such as ensuring inclusivity, as well as for the cognitive biases and heuristics underpinning such practices. This study investigates consumer motivations in Hong Kong through analysing a territory-wide survey to inform knowledge regarding the social aspect of sustainable consumption behaviour. We find a correlation between sense of belonging and social consumption intent, and empathy and social consumption intent, which is not the case for sustainable consumption intent. There is no significant correlation between moral obligation and sustainable consumption intent or between sense of belonging and sustainable consumption intent. Finally, knowledge is positively correlated to social and sustainability consumption intention. This provides insights into how policy tool mixes can be more impactful in motivating sustainable purchasing practices while identifying gaps in the conceptualization and understandings of sustainability that need addressing.

The Influence of Emotion and Cognition on Purchase Intention or Purchase Behavior

The expansion and innovation of society have led to a progressive improvement in people's standards of living in recent years. But the following competitive pressure influences consumers' emotions and makes them irrationally consume. By reviewing and analyzing several relevant studies, this paper explores how emotion and cognition affect consumers' purchasing behavior, and how brands create and use emotion and cognition to stimulate consumers' consumption. Through this analysis, it can be easier to understand and predict the consumer purchasing decisions. This paper holds that people can stimulate consumers' consumption by mobilizing their positive and negative emotions. Cognition changes people's original consumption behavior by influencing consumers' judgment on the nature of the product (affecting consumers' emotional response to the product). The findings of the present study contribute to an understanding of the influencing mechanisms of purchase intention. This provides a reference for individuals to better understand their consumption behaviour and for brands to develop more effective marketing strategies.

The Impact of Live-Streamed Selling on Consumer Purchasing Behavior

In recent years, with the rapid development of the Internet and major e-commerce platforms, "live-streamed selling" as a novel marketing method has entered the vision of consumers and gradually become an important way to market goods to consumers. In addition, economic development has enriched people's material life and increased the frequency of people using the Internet, which further increases the possibility of live streaming to attract consumers and increase purchasing behavior. This paper aims to discuss the impact of live-streamed selling on consumer behavior, mainly focusing on the impact of commodity characteristics, anchor characteristics, atmosphere and after-sales service on consumer behavior in the process of live delivery. In addition, this paper also discusses the impact and distress of live delivery on consumer behavior and puts forward some countermeasures. However, live-streamed selling faces challenges like information asymmetry, false propaganda, and counterfeiting due to inadequate supervision. The study suggests strict product quality checks, enhanced after-sales services, and improved supervision mechanisms to ensure reliable, authentic, and safe sales practices.

Navigating the Digital Marketing Field: The Role of AI and Emotional Storytelling in Consumer Engagement

This study explores the intersection of Artificial Intelligence (AI) and digital storytelling in marketing. By focusing on how AI-driven techniques can enhance emotional attachment and influence consumer behavior. With the rapid advancement of AI, its integration into marketing strategies has become crucial. Particularly for personalizing consumer experiences and enhancing brand narratives. This study investigated the role of AI in creating emotionally engaging narratives, a largely unexplored area in marketing and advertising. The study is motivated by the need to understand the dynamics between AI-driven techniques and emotional attachment in digital marketing. The paper hypothesizes a significant relationship between consumers’ emotional attachment to brands and purchasing behavior. A mixed-methods research approach was employed by combining a survey with interviews to test this hypothesis. This study assesses how emotional attachment, influenced by AI and storytelling, affects consumer purchasing decisions and brand loyalty in online shopping. It also evaluates the effectiveness of AI-driven storytelling techniques in digital marketing campaigns from the perspective of online consumers. Preliminary findings suggest more than 98% recall of story-based branding. More than 67% believe storytelling and emotional attachment may impact purchasing decisions. More than 89% of people recall a brand based on a particular story. While emotional attachment significantly influences consumer purchasing behavior, other factors also play a crucial role. This study reveals that AI’s role in marketing is valued, but the essence of storytelling should remain grounded in human experiences.

Analysis of the Impact of Sustainable Marketing Strategic on Consumer Preferences

Sustainable marketing strategies have become an increasingly important topic in the business world. Based on Nielsen Indonesia data in 2021, around 83% of Indonesian consumers stated that they prefer products from brands that are committed to environmentally friendly business practices, but even though consumers express support for sustainable products, their purchasing behavior is not always consistent with this statement. This study aims to analyze the impact of sustainable marketing strategies in influencing consumer preferences and purchasing decisions. The research method uses a quantitative survey. The sample consisted of 400 randomly selected respondents. Data collection was carried out through a structured questionnaire, and data analysis used confirmatory factor analysis (CFA) and moderation regression. The results of the study show that sustainable marketing strategies have a significant influence on consumer preferences. Environmental awareness and social norms strengthen this relationship as significant moderating factors. Integration of sustainable strategies can increase product appeal and strengthen brand image in a competitive market, with a focus on strengthening sustainability communication to maximize the positive impact of sustainable marketing strategies.

How Wanghong Live Streamers Affect Online Users’ Purchasing Behavior on Live Streaming Platforms: A PLS-SEM Approach

ABSTRACT Considering the distinct effects of the Wanghong group in retaining online consumers, more and more live streamers tend to accept the Wanghong economy and aim to become Wanghong live streamers. Although existing scholars have investigated the relationship between live streamers and online consumers, limited studies have discussed how Wanghong live streamers affect online consumers’ watching interest and lead to their final purchasing behaviors. To explore their purchasing decision-making process, this paper draws on the Attention-Interest-Desire-Action (AIDA) model and divides the process into Attention, Interest, Desire, and Action units. Through the data analysis based on the partial least squares path modeling and variance-based structural equation modeling (PLS-SEM), both attractive appearance and social interaction designed by Wanghongs positively affect online consumers’ watching interest, generate their purchasing desires, and cause their final purchasing behaviors. The research results are helpful for related scholars and network industries to understand the interactive mechanism between online consumers and Wanghongs. Exploring the distinct effect of this group will be beneficial in driving the development of the Wanghong economy and improving the environment of live streaming economy.

Vietnamese people’s behavior and future intention to purchase medicines and functional foods on the internet: a cross-sectional study

This study investigated Vietnamese people’s behavior and future intention to purchase medicines and functional foods online and their associated factors. From March to May 2023, a Google Form questionnaire was distributed via social networks and online platforms. Convenience and snowballing sampling methods were employed to recruit 1,305 Vietnamese people. In the past year, 50.3% of participants purchased at least one kind of medicine and/or functional foods online (medicines: 27.6%, functional foods: 45.1%). Among 656 buyers, nearly a third bought these products more than three times and only 5.9% felt dissatisfied with their previous experiences. This purchasing behavior was more prevalent among females, those married, having higher education levels, usually shopping online, having longer time of Internet use per day, and seeking health information on the Internet (p < 0.001). In addition, 77.5% of participants intended to purchase these products online in the future and 61.2% would introduce this kind of online purchase to other people. The purchase intention was significantly associated with the participants’ previous experiences, area, contracting chronic diseases, and using the Internet for self-medication, while factors associated with the introducing intention included their education level, occupation, and previous experiences in online purchases (p < 0.001).

Factors influencing consumers' purchase behavior toward indigenous chicken: insights from a cognitive affect behavior model

PurposeThis study addresses a critical gap in understanding consumer behavior toward indigenous chicken, investigating the interaction between cognitive factors and purchase decisions. The current research offers a valuable contribution to the field of sustainable food marketing by shedding light on these dynamics.Design/methodology/approachThe research employed a quantitative survey method to gather data from consumers of indigenous chicken in Malaysia and analyzed it using structural equation modeling.FindingsHealth and price consciousness, along with effort expectancy, significantly influence consumer attitudes toward indigenous chicken. However, environmental consciousness and availability do not directly impact attitude. Similarly, attitude mediates the relationship between health consciousness, price consciousness, effort expectancy and purchase behavior, while attitude does not mediate the relationship between environmental consciousness, availability and purchase behavior of indigenous chicken.Originality/valueThis study is one of the pioneering works to apply the cognitive affect behavior (CAB) model to examine the factors influencing consumer attitudes and purchase behavior toward indigenous chicken. It investigates how constructs such as health consciousness, environmental consciousness, price consciousness, effort expectancy and availability affect these attitudes and behaviors, offering novel insights into the purchase intentions of younger and educated individuals.

Psychological Factors Influencing Consumer Purchases in the Sports Goods Market: Insights and Strategies

With the improvement of people's health awareness and the popularity of sports activities, the sports goods market has expanded rapidly. It is of great significance for merchants to develop effective marketing strategies to understand the influence of consumer psychology on sports merchandise sales. The purpose of this study is to explore the psychological factors that affect consumers' purchase of sports goods, including brand cognition, social influence, personal values and consumption experience, and analyze how these factors affect consumers' purchase decisions. By searching the relevant data in the past five years, the impact of different dimensions on consumers can be judged. It is found that brand cognition and social influence are important psychological factors for consumers to buy sports goods. Specifically, high brand perception significantly increases consumers' willingness to buy, while social impact is particularly important, especially among younger consumers. In addition, the individual's personal values are also positively correlated with the purchase behavior, which can promote consumers' loyalty to sports goods and repeat purchase intention. This study shows that understanding consumer psychology is crucial to improving sports merchandise sales. Merchants should pay attention to the shaping of brand image and the construction of social influence, and meet the psychological needs of consumers through accurate market positioning and marketing strategies, so as to enhance the purchase intention and brand loyalty of consumers. This provides empirical support and theoretical guidance for the marketing of sports goods.