Significant Predictor Of Purchase Intention Research Articles

Brand personality and purchase intention

Purpose – The purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention. Furthermore, the brand personality dimensions are compared to study the differences between users and non-users of 12 brands. Design/methodology/approach – An estimated 400 undergraduate students participated. They were given a questionnaire divided into two sessions (six brands of think products in one session and six brands of feel products in another session). In the end, 313 participants completed the questionnaire on the six brands of think products, and 320 completed the questionnaire on the six brands of feel products. Findings – Multiple regression analysis revealed that Hipness/Vivacity, Success, Sincerity and Sophistication brand personality dimensions are significant predictors of purchase intention. In addition, Domesticity/Emotionality and Professionalism also explain purchase intention but with a negative weight. The results are also broken down into product categories. Compared with non-users of the brands, the users rate the brands higher in all the brand personality dimensions. Practical implications – This paper should prove useful to marketing practitioners to understand how Mexican customers perceive their brands and those of their competitors and, therefore, to understand what competitors of these brands can do to increase purchase intention. Originality/value – The results found regarding purchase intention are important, as they can be used to identify those personality brand dimensions that appear to be most important in explaining consumer preferences.

Developing multi-dimensional green value

Purpose – The purpose of this study is to elucidate how green value influences potential green hotel customers’ propensity to choose green. Studies on green hotels emphasized environmental and financial benefits that conventional hotels do not provide to society or the companies. However, these benefits may not be the ones that resonate best with its potential customers. Besides, given the characteristics of green products, it is also important to point out how customers perceive green-related costs. Design/methodology/approach – A pilot test was conducted in three universities and then an anonymous questionnaire was randomly administered to Korean passengers at the Incheon International Airport. Exploratory factor analysis and structural equation modeling were the primary methods of data analysis. Findings – Four dimensions for perceived green benefits and three dimensions for perceived green costs emerged: functional, emotional, social and epistemic benefits; and monetary, explicit and implicit costs. Environmental concern influenced perceived green benefits positively and perceived green costs negatively, while its relationship with purchase intention was insignificant. Perceived green benefits was not a significant predictor of purchase intention, but perceived green costs was, and it partially mediated the effect of environmental concern on purchase intention. Functional and emotional benefits as well as monetary and explicit costs were significantly associated with purchase intention. Research limitations/implications – This study has only investigated customer perceived value of a green hotel stay in the pre-purchase stage, and hotel brand level was not taken into consideration. Besides, convenience sampling of Korean respondents only may limit the generalizability of the research findings. Practical implications – Research findings help to explain the inconsistency between eco-friendly attitude and green purchase intentions. Managers may understand the importance of developing customers’ green awareness and how to market the green value to them. Originality/value – Few researches have focused on the role of customer perceived value in explaining true behavioral change of green hotel guests. The current study may be the first attempt to incorporate the social exchange theory into the conceptual model, and extend the knowledge of perceived value in this specific green context by not only emphasizing multi-dimensional perceived green benefits and perceived green costs but also incorporating a situational factor of environmental concern.

Predicting decisions to purchase from sponsors of the Vancouver 2010 Olympics

Our purpose was to understand motivational factors associated with peoples' decision to purchase products/services from sponsors of the Vancouver 2010 Olympics. To achieve this purpose, we employed and extended Ajzen's theory of planned behaviour (TPB). A three-phase, mixed method data collection process was completed among a sample of young adults living in Canada (N = 471). Our extended TPB model accounted for 61% of the variance in intention and 58% of the variance in self-reported purchase behaviour. Attitude toward the behaviour, subjective norms, descriptive norms and past behaviour emerged as significant predictors of purchase intention. Intention, in turn, predicted self-reported purchase behaviour. We conclude that the TPB can offer sponsorship researchers a sound theoretical model for understanding purchase decisions. Implications for sponsorship marketers are discussed.

E-Mass customisation apparel shopping: effects of desire for unique consumer products and perceived risk on purchase intentions

To facilitate apparel firms’ development of effective strategies for e-mass customisation of apparel, this study examined the indirect effects of desire for unique consumer products and the perceived risk on purchase intentions of e-customised apparel based on the theory of planned behaviour. An online survey with a mock website for customised business wear was used to collect data from 296 college students. Structural and measurement models were estimated. Findings showed that interactive function and a quick and convenient co-design process were the important attributes of favourable attitudes towards e-customised apparel. Desire for unique consumer products had an indirect effect on purchase intention through attitude and subjective norm. Perceived risk had an indirect effect on purchase intention through subjective norm. However, perceived behavioural control was not a significant predictor of purchase intention of e-customised apparel. Based on these findings, managerial implications were provided.

Predicting US and Chinese consumers' purchase intention of Korean textiles and apparel related cultural products

This study aims to examine if a consumer`s evaluations of and purchase intentions towards textiles and apparel-related cultural products are influenced by their culture, as indicated by their nationalities. Additionally, several psychological variables, such as novelty-seeking tendency, world-mindedness, and familiarity with Northeast Asian culture were included in the analyses to compare the relative importance of cultural influences with the importance of individual characteristics. To conduct a quantitative analysis, we collected data from 400 female consumers in two countries: 200 from the USA and 200 from China. Key findings showed that, nationality and novelty-seeking were found to have a strong influence on purchase intention when product evaluation variables were not included. Evaluation of appearance and Northeast Asian design emerged highly significant predictors of purchase intention for Korean cultural products, regardless of the product type. Cross cultural comparative research on cultural product evaluations is extremely rare. This study focused on groups of consumers residing in the US and China and asked them to evaluate a series of textiles and apparel-related cultural products produced in Korea.

Corporate Social Responsibility Practices, Corporate Identity, and Purchase Intention:A Dual-Process Model

The relationships among corporate social responsibility (CSR) practices, corporate identity, and purchase intention were evaluated for 4 corporations: Microsoft, Nike, Philip Morris, and Wendy's. Discretionary CSR practices and moral/ethical CSR practices emerged as significant predictors of the corporate social values dimension of identity. Relational CSR practices, however, contributed mainly to the expertise dimension of corporate identity. Also, familiarity with CSR practices of a corporation had a significant effect on corporate identity, which in turn affected purchase intention. For 2 of the 4 companies, Nike and Wendy's, both corporate expertise and corporate social values were significant predictors of purchase intention. For Microsoft, only the expertise dimension was predictive of purchase intention, whereas for Philip Morris, only the corporate social values dimension was a significant predictor of purchase intention. The results are interpreted within a dual-process model of corporate identity.