Purchase Involvement Research Articles

A simplified approach for food traveller segmentation based on involvement

ABSTRACT This study reveals a simple but effective method of segmenting food travellers (also called culinary travellers or food tourists) based on involvement. Respondents are asked a three-item battery measuring purchase involvement adapted from the Mittal & Lee's article “A causal model of consumer involvement”, published in the Journal of Economic Psychology. By adding up the scores, three segments of food travellers (high, medium, and low food travel involvement) can be identified. The three segments are significantly heterogeneous in attitudes toward food and drink, role of food and drink in destination choice, social influence on food and drink, and food and drink activities. For each attitude or behaviour, high food travel involvement travellers rate higher than medium-involvement travellers, who rate higher than low-involvement travellers. This research supports three-cluster segmentation of food tourists provided by Levitt et al.'s article “Food tourist segmentation: Attitude, behavioral intentions and travel planning behavior based on food involvement and motivation” published in the International Journal of Hospitality & Tourism Administration, while providing a new approach that can be simply implemented by researchers and destinations without complicated statistical analysis or long lists of questions.

Consumption value in food tourism: the effects on purchase involvement and post-travel behaviours

ABSTRACT This study applied local food consumption values to food tourism (culinary tourism) activities. Prior research revealed that impacts of consumption values in food tourism often varied based on the destination. This study adapts the tourist’s local food consumption value (TLFCV) scale to food travel in general, using a survey of American leisure travellers (N = 489). Interaction value, emotional value, and prestige value impacted purchase involvement of dining decisions while travelling. Travellers believe that eating local food while travelling builds personal bonds (interaction value), provides pleasure and happiness (emotional value), and increases social status or social capital (prestige value). Emotional value played the strongest role in travellers’ purchase involvement, and purchase involvement led to post-travel activities: satisfaction, intention to return and to recommend a destination. Between traveller types, prestige value was less important for culinary travellers than other leisure travellers. Destinations are recommended to market not just local food products or experiences but also the consumption values or benefits that tourists seek.

Dapatkah Kualitas Produk Menjadi Pertimbangan Dalam Pembelian Smartphone Vivo

The level of consumer involvement in a product purchase can be influenced by the response of a stimulus or stimulus which is generally based on several factors such as product quality. The purpose of writing this study is to describe consumer perceptions of the quality of Vivo products. This research uses quantitative descriptive analysis methods with a sample of 85 people who are students of the management study program of Universitas Potensi Utama. Data collection techniques in this study with questionnaires presented using Likert Scale. The results of this study show that durability is the quality of Vivo products that are considered the weakest. In terms of features, Vivo cameras are also still considered unable to meet the expectations of respondents. In terms of serviceability, Vivo's repair is considered faster and easier than other products. In terms of aesthetics, Vivo's display of both design and color is considered capable of attracting consumers to buy.

The strategic fit between strategic purchasing and purchasing involvement: the moderating role of leadership styles

PurposeThe aim of this study is to investigate and examine the impact of strategic purchasing practices (SPP) on strategic-fit (SF) by analyzing the influence of SPP on purchasing involvement in business strategy formulation with path-goal theory leadership styles as moderators.Design/methodology/approachUsing survey data from 320 respondents representing 64 manufacturing firms in the Middle East, the authors measure SPP, purchasing involvement, leadership styles and SF of the purchasing function with business strategy.FindingsBuilding on the path-goal approach to leadership, results suggest that participative, supportive and achievement-oriented leadership (AOL) styles are pure moderators, while directive leadership style (DLS) is a quasi-moderator in boosting the relationship between SPP and strategic purchasing involvement (SPI).Research limitations/implicationsLimitations of the sampling methodology and sample size restricts the scope for generalizing the hypotheses. Further, data were collected only from manufacturing companies. The paper provides managerial implications on purchasing involvement in business strategy formulation and the different roles of leadership styles.Originality/valueThis is the first scholarly work to examine the different leadership styles as a moderator that affects the strategic involvement and status of strategic purchasing.

Forecasting Student Clothes Purchases Intention in Bangladesh: A Machine Learning Approach

Online shopping provides an excellent opportunity and platform for today's traditional businesses. Because of the advancement of online purchasing systems, students often prefer online shopping. Thus, students' involvement in online purchasing has become an important trend. The research aims to determine university students' purchase intentions toward Bangladeshi clothing brands using several machine learning approaches. An online questionnaire survey was conducted with 1000 university students, and the study goal is to understand their attitudes to online shopping from a different perspective. This paper represents a comparative study of different machine-learning techniques that have been applied to the problem of customer purchasing intention. The experiments were conducted using supervised machine learning techniques like linear regression, logistic regression, and Support Vector Machine (SVM) was also used to predict university students' purchase intentions. This study found that students' age, quality of cloth, purchase discount, and price positively impacted student purchase intentions, but the buying risk negatively affected students' purchase intentions. Linear regression gives the highest accuracy with maximum features, and the accuracy is 89.2%.

Deal or No Deal: Sales Promotion Influence on Consumer Evaluation of Deal Value and Brand Attitude

As marketers continue to spend more and more on sales promotions, it is increasingly important for them to consider and understand how consumers evaluate and respond to these offers as well as what influence the offers have on consumer brand attitude. This is especially significant for small businesses as their resources, including promotion budgets, are usually substantially less than their larger counterparts. Therefore, it is essential that small businesses implement marketing strategies that generate the greatest return. One such strategy is the usage of sales promotions. However, in order to accomplish this, small business managers must understand the sales promotion landscape and recognize that it extends beyond simple discounts or coupons. Further, all sales promotions are not created equal, at least not in the eyes of consumers. Whether a sales promotion is deemed as a good offer is contingent upon more than just the promotion type. Rather, marketers must be cognitive of the roles of framing, consumer type, familiarity with the brand, consumer purchase involvement, and frequency of promotion and consider the influence of each variable on the consumer’s perception of the offer and attitude towards the brand. In keeping with the Small Business Institute Journal’s primary purpose of publishing practical, applied research, this article offers practitioners a practical review for understanding the sales promotion landscape, consumer perceptions of deal value, and the potential influence of sales promotions on brand attitude as well as provides considerations for implementing a sales promotions strategy.

Food safety and handling knowledge and practices among university students of Bangladesh: A cross-sectional study

Our study aimed to examine the practices and knowledge of food handling and safety among 1534 university students in Bangladesh (mean age 22.09 ± 1.78), as well as the relationship between these factors and their academic and demographic backgrounds. Participants in this study were undergraduate and graduate students from four public universities in Bangladesh from different religions, income levels, years and majors of study, residential areas, living alone or not, and whose mothers are working or non-working. The questionnaire included 14 questions on food handling practices and 16 on knowledge. Questions were related to food preparation, hygiene, cross-contamination, and storage. The overall mean score for food handling practices was 34.9% (SD = 13.7), while that of knowledge was 41.8% (SD = 16.5). Female students, those from food-related majors, and those engaged in cooking activities scored significantly higher in the knowledge and practice sections (p < 0.05). Students who lived with their families performed significantly better on the knowledge parts, while those who shared a home with roommates in mess performed significantly better on the practice part (p < 0.05). Students having housewife mothers, personal poisoning experience, and continuous involvement in food purchasing scored significantly higher (p < 0.05) in the practices section but not in the knowledge one. On the other hand, students living in urban areas scored significantly higher (p < 0.05) in the knowledge section but not in the practices one. Our results highlight the importance of educational interventions and initiatives to enhance food safety awareness among Bangladeshi university students.

Development of a Propensity to Self-Medicate with Over-the-Counter Medicines Scale (PSM-OTC).

Objective: To develop a valid and reliable scale to measure the public's propensity to self-medicate with OTC medicines. Method: Propensity construct items were obtained from the literature and also created as new entities. Three experts reviewed the item pool for face validity. Internal consistency was assessed using Cronbach's alpha. Test-retest reliability was estimated using Pearson correlation coefficients (r), Intraclass Correlation Coefficients (ICC) and paired sample t-tests. Further test-retest reliability assessed the degree of change in responses in a subset of subjects from time 1 to time 2 (one month apart) for each item on the scale. Results: From the pool, 16 items were assessed for applicability to the propensity construct. Factor Analysis identified four components and were labelled as purchase involvement, self-efficacy, awareness of care needed during self-medication, and the therapeutic usefulness of OTC medicines. The internal consistency of the 16-item scale was sufficient; overall alpha was 0.9 and each construct had an alpha of 0.7 to 0.8. Test-retest reliability coefficients (r) for the four components were reassuring, ranging from 0.4 to 0.5, while the ICC values ranged from 0.5 to 0.7. A paired sample t-test showed no statistically significant difference in the rating at the two iterations for each of the constructs, thereby suggesting good reliability of the data. Over 50% of respondents did not change their original response to the 7-point scales (strongly disagree (1) to strongly agree (7)) for 9 out of 16 items. Factor loading from Principal Component Analysis led to the reduction of the 16-items scale to a 15-item Propensity to Self-Medicate with OTC Medicines Scale. Conclusion: The developed tool for measuring the propensity to self-medicate with OTC medicines showed acceptable performance of internal consistency and reliability. The scale may have research potential in assessing the self-medication propensity of different cohorts of society.

An empirical study on consumer motives and attitude towards adoption of electric vehicles in India: Policy implications for stakeholders

The present study empirically investigates the motives behind users’ attitude formation, behavioural intention, and word of mouth towards electric vehicles. An online survey was conducted among Indian youths who are currently using or potential users of electric vehicles. Data were collected by applying a multi-stage stratified sampling method. The structural equation modelling technique was applied to examine the hypothesized model and tested the proposed hypotheses. This study results show that while positive and social motives influence positive attitudes, the negative motives discourage and negatively affect electric vehicle adoption. The moderating impact of buyer involvement (high vs low) between motives and attitude was also tested. The study findings suggest that stakeholders can shape the motives through government policy and strategic action. Thus, this study provides directions that there is a need for subsidies and incentives, such as hassle-free registration at less cost, tax waive offs from central, state and local government, and also a strategic private-public partnership for infrastructure development to reduce negative motives and boost electric vehicles penetration.

EFFECT OF THE RETAIL ENTERPRISE ADOPTED COVID-19 PROTECTIVE PROTOCOLS ON CUSTOMERS PURCHASING INVOLVEMENT

The ongoing COVID-19 pandemic has altered how many things are done in every aspect of the world. The retail enterprise is an essential component of the business ecosystem that depends heavily on face-to-face and in-person interaction for an efficient transaction. However, the measures instituted against the spread of the virus can potentially disrupt consumers shopping routing. The present study sought to examine the effect of the protective measures established by the retail enterprise against the COVID-19 disease on the customers purchasing involvement. A convenient sample of two hundred and forty-eight potential consumers selected from various locations in Enugu State, Nigeria, participated in the study. The regression analysis performed on the data revealed that the COVID-19 measure adopted by the retail enterprise positively predicted customer purchase involvement. The finding provides valuable data to researchers and retail practitioners to develop a framework that could stabilize customers purchasing participation in a positive direction.

Consumer purchase decision involvement across product categories and demographics

Consumer purchase involvement for various product categories has been an area of attention for both academicians and marketers for so long. However, developing countries like India still lack in-depth insights into the said subject. In previous researches about the correlation of consumer demographic factors with their buying involvement, a systematic pattern between the constructs is found to be missing. This study was done to investigate correlation between: education, income, age and gender, and consumer purchase involvement across six product categories viz. eyeglass, pencil, car, salt, tea, and mobile-handset. Data collection was done through respondents in Delhi and NCR. Results indicate that consumer age and education are not correlated with consumer purchase involvement for most of the six products studied, but is correlated with income and gender for few product categories. This study will guide the practitioners in devising marketing strategies owing to differences in consumer involvement while buying.

How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products

Research on promotion mix and brand equity remains fragmented and piecemeal. Moreover, a joint study of the two marketing concepts in a low involvement product setting is non-existent. This study addresses this gap by adopting: (1) established theoretical lenses—Kotler’s promotion mix (advertising, sponsorship, sales promotions, and public relations), Aaker’s consumer-based brand equity (brand awareness, brand associations, perceived quality, and brand loyalty), and the theory of purchase involvement; (2) a mixed-methods approach—in-depth and focus group interviews and a survey; and (3) a low involvement product context—soft drinks. This research contributes by: (1) reconciling marketing scales of constructs with measurement items (advertising, sales promotions, brand awareness, brand associations, perceived quality, and brand loyalty); (2) developing new scales for constructs without measurement items (sponsorship and public relations); and (3) analyzing the relationships among them in a low involvement product context. Implications, limitations, and future research directions conclude the research.

It Keeps the Good Boy Healthy from Nose to Tail: Understanding Pet Food Attribute Preferences of US Consumers.

Simple SummaryUnderstanding the importance consumers place on pet food product attributes is relevant for marketing managers in food and specialized pet supplies retailers, as this information allows them to identify how to modify or develop products to match the needs and wants of different consumer groups. The study proposes a model that investigates the importance pet owners place on convenience, natural ingredients, and claims on the packaging (such as value and healthiness) as product attributes.The study provides insights for marketing managers in specialized pet supplies retailers, as well as for vets and animal welfare organizations. This study proposes a model that investigates the importance pet owners place on convenience, natural ingredients, and value and health claims as product attributes. For this purpose, an online survey with a sample size of 206 pet-owning US residents was conducted. Partial least squares structural equation modelling shows that pet food purchase involvement positively impacts subjective and objective knowledge about pet food. Subjective knowledge appears to be the strongest factor impacting the importance consumers place on all three attributes. This is followed by objective knowledge. Socio-demographic factors such as gender, age, income, and education appear to have a limited impact as predictors for the importance consumers place on the product attributes.

Retail "Save the Sale" tactics: Consumer perceptions of in‐store logistics service recovery

AbstractTo prevent customers from leaving stores empty‐handed when encountering a stockout, retailers increasingly leverage their inventory visibility and order fulfillment capabilities to implement “save the sale” tactics. Retailers have several logistics service options available in designing “save the sale” stockout recovery initiatives: “buy at store—ship from (different) store” and the “buy at store—ship from DC,” leading to different order fulfillment speeds. In addition, there is the home delivery approach, which is generally more convenient to customers than the option of store delivery for customer pick‐up. In this paper, we explore how customers evaluate and respond to varying elements of these “save the sale” stockout recovery services when experiencing an in‐store stockout. Building on justice theory and literatures on service recovery and impression formation, we develop a series of four experiments. We explain and provide empirical evidence for (1) why and how customers assess specific stockout service recovery dimensions (i.e., order fulfillment speed and delivery location) as more just, (2) how customers appraise the justice of these bundled stockout recovery dimensions, (3) how purchase involvement and monetary offers impact these perceptions, and (4) how justice perceptions and stockout recoveries impact the likelihood of “saving the sale.”

Consumer Knowledge Sharing Behavior and Consumer Purchase Behavior: Evidence from E-Commerce and Online Retail in Hungary

The twenty-first century has been full of fundamental changes in consumers’ behavior patterns, especially with the use of diverse social media knowledge-sharing platforms. Therefore, companies have highlighted the significance of knowledge sharing and the importance of social network use in purchasing processes. Accordingly, his paper tries to reveal how consumer purchase behavior (CPB) can be affected by consumer knowledge sharing behavior (CKSB) and the moderating role played by value co-creation dimensions, which are citizenship behavior (CB) and participation behavior (PB), within a sustainable e-commerce field. To test our hypotheses deducted from the literature review, we opted for the PLS-SEM method. We also employed other innovative approaches, such as the IPMA matrix, MAICOM test, FIMIX approach, and CTA analysis, to evaluate the outer and inner model. Our statistical population covered individuals living in Hungary with at least one online purchase involvement. We distributed the questionnaire via various online platforms and, finally, 433 completed questionnaires were prepared for analysis. The results showed that CPB, CB, and PB are positively influenced by the CKSB. However, the link between CPB and CB was not confirmed. As for the moderating role of gender, the permutation test was applied to compare male and female groups and see the difference between them. With a focus on CKSB, this study contributes to the success of international marketing strategies to attain higher competitive advantages.

Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model

Showrooming is an increasingly popular behaviour in the omnichannel era. The purpose of this paper is to understand the consumer intention to showroom through a technology acceptance and use model based on UTAUT2 that includes value consciousness and purchase involvement as drivers of showrooming intention and mobile dependency as a moderator. Data collected via a survey answered by 659 showroomers were analysed using Partial Least Squares (PLS). Results show that value consciousness, purchase involvement, hedonic motivation and social influence explain mobile showrooming intention and mobile dependency moderates the impact of value consciousness on mobile showrooming intention. Our results offer suggestions for multichannel retailers to deal with showroomers visiting their stores to try to turn them into buyers.

Investigating Consumer Decision-Making Styles of Car Buyers in Croatia

This research sought to explore consumer decision-making styles of buyers in the car market in the Republic of Croatia. Additional aim of this research was also to add on the literature on consumer decision-making styles to further the understanding of the specificity of consumer behavior when buying a car. The research was conducted with in-depth interviews with car buyers using a non-probability purposive sample. Furthermore, interviews were conducted with car dealership employees who were consulted for additional information. The results indicate that car buyers in the Republic of Croatia make their car buying decisions based on specific consumer decision-making styles. Based on the relevant literature and empirical research, ten consumer decision-making styles specific to car buyers in the Republic of Croatia were identified: price sensitivity, susceptibility to the influence of others, interest in automobiles, involvement in car purchase, brand loyalty, and brand, quality, aesthetics, innovation and functionality consciousness. The research was conducted on a sample of respondents from the Croatian market, so the results cannot be applied to other markets. Also, the study was conducted on a smaller and a non-representative sample, so the results should be verified on a larger and representative sample.

FACTORS AFFECTING ONLINE SHOPPING BEHAVIOR FOR NET-GENERATION IN JABODETABEK

Manuscript type: Research paper Research Aims: This research was conducted to examine the factors which influence the online shopping behaviour of the Net-generation in Jabodetabek. There are 10 independent variables being hypothesized to predict purchase intentions and the Net-generation behaviour in Jabodetabek as its context Design/methodology/approach: Data were collected through an online survey that targeted the Net-generation as consumers in the Jabodetabek area. A linear regression equation was used as a method to analyze this data. Research Findings: The results show that there are 5 determinant factors that promote online purchase intentions for the Net-Generation in Jabodetabek, they are social motives, enjoyment, purchase involvement, feedback and personalization. Another 5 factors were found to be less influential towards the online purchase intention, they are information abundance, product variety, responsiveness, ease of return and exchange, and the acceptance of complaints. Theoretical Contribution/Originality: By understanding the purchasing behaviour of online shopping consumers in Jabodetabek that has the largest urban population in Indonesia, one can contribute by taking a strategic role in the national growth, especially in the economic, politic and socio-cultural sectors Practitioner/Policy Implication: The results of this research can be used to help practitioners develop a marketing strategy for online shopping targeting the Net-generation in Jabodetabek as their consumers Research limitation/Implications: range age, technological exposure, spending categories, geographic difference

Investigation of consumers' cross‐channel switching intentions: A push‐pull‐mooring approach

AbstractThis research develops and tests a model on cross‐channel switching intentions using the PPM framework. Four hundred and fifty‐six valid responses were collected from online and in‐person survey. The proposed relationships were tested using structural equation modelling. The results confirmed the positive influence of push (extent of external information search) and pull (alternative attractiveness) factors on switching intention in the cross‐channel context. The study also showed that higher multichannel self‐efficacy and lower switching costs significantly increased the pull effect. However, the effect of multichannel self‐efficacy on the push factor differed for online and offline consumers. Additionally, the results confirm that product fit uncertainty and purchase involvement significantly influenced the extent of information search. The study makes recommendations that can aid retail managers minimise the impact of push and pull variables. Information provision and merchandising strategies can dissuade highly involved consumers from searching extensively. Similarly, selective lock‐in strategies can reduce the attractions of alternative channels. This work contributes to the growing body of studies that investigate the effect of information search in a multichannel context.

Influences of Reference Group on Users’ Purchase Intentions in Network Communities: From the Perspective of Trial Purchase and Upgrade Purchase

Reference group is an important factor influencing users’ purchase in the network communities. The reference group’s influences involve informative influence and normative influence, and users’ purchases are divided into the trial purchase and upgrade purchase. In different purchases, users have different product information, consumer experience, and purchase attitudes, making different responses to the reference group. Thus, a research model of reference groups’ influences on users’ purchase intentions from the perspective of trial purchase and upgrade purchase is constructed. The model and hypotheses are tested by analyzing 349 valid questionnaires. The results indicate that both informative and normative influences have significant positive effects on users’ trial purchase intentions. Informative influence has a significant positive effect on users’ upgrade intentions, while the normative influence on users’ upgrade purchase intentions is not significant. Both informative influence and normative influence have significant positive effects on trust in the product. Trust in the product has a significant positive effect on trial purchase intentions, but its effect on upgrade purchase intentions is not significant. Purchase involvement positively regulates the relationship between informative influence and trial purchase intentions and negatively regulates the relationship between informative influence and upgrade purchase intentions. The results further enrich the theoretical system of users’ purchase behaviors in a virtual environment. The research can also have important implications for network communities wishing to improve online marketing.