Stronger Purchase Intention Research Articles

Diversity, equity, and inclusion (DEI) among generational cohorts: investigating attitude towards disabled models and advertising effectiveness

Diversity, equity, and inclusion (DEI) among generational cohorts: investigating attitude towards disabled models and advertising effectiveness

The Effect of Self-Concept and Body Image on Clothing Purchase Intention– Take Fashion Select Shop as an Example

<p>本研究欲從自我概念與身體意象切入探索人們對自我認知與其服裝消費行為之間的關聯，並專注價格敏感度的干擾效果。本研究以問卷調查為研究方法，受測對象為購買過選品店商品的22至39歲的457名台灣女性消費者。問卷內容包含自我概念量表、身體意象量表、購買意願量表、價格敏感度量表。以敘述性統計分析、信度分析與階層迴歸分析對問卷調查結果進行統計檢定。</p> <p>研究分析結果顯示自我概念和身體意象皆與選品店服飾的購買意願呈正向關係。也就是說消費者的自我概念和身體意象能夠影響其對於選品店服飾的購買意願；且其自我概念和身體意象愈正向，購買意願愈強。然研究者假設消費者的價格敏感度對於自我概念與購買意願間之關係具有負向干擾之效果，但結果為不成立。最後，本研究也根據研究結果提出相關建議給服飾選品店業者參考。</p> <p> </p><p>This study aims to explore the association between self-concept, body image, and individuals’ clothing consumption behavior, with a specific focus on the moderating effect of price sensitivity. The research employs a survey method, with 457 Taiwanese female consumers aged 22 to 39 who have purchased items from select shop as participants. The questionnaire includes self-concept, body image, purchase intention, and price sensitivity. Descriptive statistical analysis, reliability analysis, and hierarchical regression analysis were conducted to statistically examine the survey results. The findings of the study indicate a positive relationship between self-concept, body image, and the purchase intention of clothing from select shop. Consumers’ self-concept and body image can influence their willingness to purchase clothing from specialty stores, and a more positive self-concept and body image are associated with a stronger purchase intention. This study hypothesized that price sensitivity has a moderating effect on the relationship between body image and purchase intention, however, it turns out that the interference effect is not significant. Finally, based on the research results, the study provides relevant recommendations for select shop.</p> <p> </p>

Exploring the relationships among internet celebrities’ characteristics, content creation and influence

Social media platforms have become modern people’s entertainment, and they can even purchase products through social platforms. Therefore, this study has a more in-depth discussion, in the internet celebrity marketing, which measurement items in the type, characteristics, content and product types of the internet celebrity can effectively measure the marketing effect. This study takes as the observation object that has watched the endorsement videos or posts of internet celebrities. Using sample data obtained via an online survey, the study employs multidimensional scaling to explore the different marketing associations formed by the celebrities’ characteristics, content and influence under different product types. The study finds that the perception of internet celebrity characteristics and the perception of shopping guide effectiveness are in different groups in each perceptual graph. The results indicate that the characteristics of internet celebrities are mostly not directly affected to the effect of shopping guide. However, the study found that audiences over the age of 40 have more purchasing power than audiences of other age groups. Male audiences have stronger purchase intention among the search products endorsed by Beauty Wu and experience products endorsed by Joeman. Female audiences are more likely to purchase or trust products endorsed by Joeman. This research is of benefit to scholars in the field of influencer marketing and also provides marketing professionals with practical marketing methods.

Effective Digital Advertising: The Influence of Customised Ads, Self-esteem and Product Attributes

We investigate consumers’ attitudes and behaviours when receiving customised website advertising, the effect of their psychological beings and content of advertising messages, using a 2 (customisation: customised vs non-customised) × 2 (product attributes: utilitarian vs hedonic) × 2 (self-esteem: high vs low) experiment on 240 participants, aged 16–34 living in Taiwan, to explain their effects on advertising effectiveness and the mediating role of advertising value. High self-esteem consumers have a more favourable attitude and behaviour when receiving a customised ad. For low self-esteem consumers, the customised ad effectively influences purchase intention. In the non-customised advertising condition, a hedonic product attribute fosters greater purchase intention. High self-esteem consumers have a stronger purchase intention when receiving the hedonic product attribute in the non-customised ad condition. Furthermore, customisation influences attitude and purchase intention.

Authentic vs. Hubristic Proud Consumers: Two Forms of Status Orientation Underlying New Luxury Consumption

Incorporating motivation for two forms of social status—prestige and dominance, this research examines the influence of authentic and hubristic pride on consumers’ preferences and purchases of new luxury products. Consumers with high authentic pride are found to seek prestige status, while those with high hubristic pride are inclined to achieve dominance status. Moreover, consumers with high authentic pride hold more positive attitudes and stronger purchase intention toward expertise-positioned luxury products. Consumers’ motivation for prestige status mediates the relationship between authentic pride and their preferences and purchase intention toward such products. However, we did not find reliable patterns for the impact of hubristic pride on consumers’ preferences and purchase intention toward aristocracy-positioned products. Overall, findings in this research enrich the theoretical framework of new luxury consumption by incorporating two-faceted pride with motivation for two forms of social status. These findings should make implications by enlightening marketing practitioners of incorporating consumers’ pride traits/states and status orientation to tailor positioning strategies for luxuries.

Effects of Front-Loaded and Rear-loaded Promotions: A Comparison Of Consumers in China and Pakistan

We explored the effects of front-loaded and rear-loaded promotions on consumers across China (long-term orientation) and Pakistan (short-term orientation). Respondents were students from a university in Chengdu, China ( = 213) and a university in Karachi, Pakistan ( = 209). The results showed that front-loaded promotions generated higher consumer perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions, with perceived value and anticipated regret mediating the link between promotional strategies and purchase intention. Further, cultural background played a moderating role in the influence of promotion strategies on consumer responses. Specifically, for long-term-oriented consumers in China, front-loaded promotions generated higher perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions. However, for short-term oriented consumers in Pakistan, the influence of the type of promotional strategy on consumers' response was nonsignificant. This research enhances understanding of how consumers' attitude toward instant versus delayed benefits influences the effect of promotion strategies, offering management implications for global enterprises to develop effective promotion strategies.

Increasing purchase intention while limiting binge‐eating: The role of repeating the same flavor‐giving ingredient image on a front of package

AbstractFood managers face the dilemma of having to increase their product sales products without increasing risk for obesity. Here we posit that a strategy based on repeating front‐of‐package images of a flavor ingredient can help solve this dilemma. Prior literature reports positive benefits in terms of purchase from displaying one or more front‐of‐package flavor‐giving ingredient images but offers limited insights into the effect of repeating the same flavor‐giving ingredient image. Based on four experiments, we found a differential effect of flavor‐giving ingredient images repetition on consumption and purchase intention only when cognitive resources were available. The more flavor‐giving ingredient images, the lower product consumption (Study 1), but the easier mental flavor imagery, and the stronger purchase intention (Study 2). Specifically, the increase in flavor mental imagery produced by image repetition induces sensory‐specific satiety that drives more intention to purchase (Study 3). These findings are of interest for both reducing obesity due to overeating and designing front‐of‐package imagery.

Study on the Influence of Green Advertising Claims on Green Purchase Intention Under Different Product Green Attribute Information

This paper explores the influence mechanism of green advertising appeal on consumers' purchase intention through two sets of experiments. Experiment 1 used a single factor (specific appeal vs. abstract appeal).The results of intergroup experiment show that specific appeal can make consumers have stronger purchase intention, and green perceived value mediates the influence of green advertising appeal on green purchase intention. Experiment 2 explored the internal mechanism of interaction effect between advertising appeal and product green attribute information. The results show that the product green attribute information plays a moderating role in the relationship between green advertising appeal and green perceived value. When the green attribute of the product is reflected in the core attribute, the concrete green advertising appeal has a stronger impact on the green perceived value than the abstract advertising appeal. When the green attribute of the product is reflected in the edge attribute, there is no significant difference between the concrete and abstract green advertising appeal on the green perceived value. The research conclusion provides a reference for enterprises to choose advertising strategy.

Entertainer celebrity vs. celebrity chefs: The joint effect of celebrity endorsement and power distance belief on restaurant consumers

The phenomenon of celebrity restaurants is prevalent nowadays; however, not all such restaurants are equally favored by consumers. Culture may play an important role in explaining to what extent they could succeed or fail. As such, this study examines the joint effect of celebrity endorsement and individuals’ power distance belief on consumers’ attitudes and purchasing intention toward restaurants. A 2 (Celebrity types: entertainer celebrity vs. celebrity chef) x 2 (Power distance belief: high vs. low) scenario-based quasi-experiment was conducted to examine the interaction effect empirically. Results indicated that consumers with a low level of power distance belief showed a more positive attitude and a stronger intent to purchase toward celebrity chef-owned restaurants. On the other hand, consumers with a high level of power distance belief exhibited a more positive attitude and a stronger purchase intention toward restaurants owned by entertainer celebrities. Theoretical and managerial implications are discussed.

Can strategic message framing mitigate the negative effects of skeptical comments against corporate-social-responsibility communication on social networking sites?

This study connected framing theory with corporate social responsibility (CSR) communication literature to examine whether a CSR message that emphasizes customers’ contribution to CSR efforts can enhance CSR communication and mitigate the negative effects of skeptical comments from other users on social networking sites (SNSs). Specifically, this study examined whether a customer-credit-sharing CSR message, compared to a conventional self-promoting message, better mitigated the effects of skeptical comments from other SNSs users on values-driven motives perceived by customers, customers’ positive attitudes, and behavioral intentions. It also explored whether the effects of strategic framing changed when skeptical comments were made online by friends or strangers. A total of 400 customers participated in an online between-subjects experiment. The results showed that the credit-sharing message better protected perceived values-driven motives and positive attitudes toward the company after the customers were exposed to skeptical comments, regardless of who posted the skeptical comments. Customers who read the credit-sharing message also showed stronger intention to defend the company’s CSR efforts and stronger purchase intention when the skeptical comments came from a friend. More theoretical and practical implications are discussed.

Promoting corporate social responsibility message in COVID-19 advertising: How threat persuasion affects consumer responses to altruistic versus strategic CSR

Given the challenges facing companies in communicating corporate social responsibility (CSR) initiatives amid the pandemic, this study focuses on the effects of CSR appeals in COVID-19 advertising. Using the Ordered Protection Motivation model and CSR literature as the foundation, this study examined the interaction effect between CSR appeal (altruistic CSR vs. strategic CSR) and threat intensity (low vs. high) of the crisis depiction featured in the ad on consumers’ responses. Results revealed the moderating role of threat intensity on the relationships between CSR appeal and consumers’ responses, such that altruistic CSR appeal outperformed strategic CSR appeal when consumers were exposed to an ad featuring a high-threat crisis depiction, whereas the two appeals yielded similar effects when the ad featured a low-threat crisis depiction. In particular, altruistic CSR appeal (vs. strategic CSR appeal) generated greater message credibility, stronger feelings of warmth, and lower CSR skepticism, resulting in more favorable ad and brand attitudes and stronger purchase intentions, but only in the high threat condition.

Factors Influencing Imported Beef Purchase Intention: A Case Study in Long Bien District, Hanoi, Vietnam

The objective of the paper was to analyze the factors influencing the purchase intention of consumers for imported beef in Long Bien district, Hanoi. Quantitative and qualitative methods were employed in this study based on an online survey using a structured questionnaire. The data were collected from 388 consumers who bought imported beef or had an intent to buy in the future. Structural equation modeling (SEM) was used to analyze the data. The results of this study showed that the factor of perceived quality and the factor of clear information on the packaging with the country of origin were the significant factors that increased purchase intention. These factors also contributed to increasing the positive attitudes towards the consumption of imported beef. Attitudes were also a mediating factor that positively influenced purchase intention. In addition, the availability of the product in the market contributed to the stronger purchase intention towards imported beef.

Effects of message framing and consumers' regulatory focus on perceived credibility of electronic word-of-mouth and purchase intention

We adopted a two-way analysis of variance to evaluate the effect of positive and negative message framing and consumers' regulatory focus (promotion- and prevention-focused) on the perceived credibility of electronic word-of-mouth (eWOM) and purchase intention. Participants were 344 adults in Taiwan aged between 20 and 60 years. Results show that (a) prevention-focused (vs. promotion-focused) consumers perceived eWOM had greater credibility when they were presented with a negatively framed message, (b) negative (vs. positive) message framing increased the perceived credibility of eWOM for prevention-focused consumers, (c) promotion-focused (vs. preventionfocused) consumers had a stronger purchase intention when presented with a positively framed message, and (d) both prevention- and promotion-focused consumers had stronger purchase intention when exposed to a positively (vs. negatively) framed message. Our findings may provide a reference for companies to establish a set of eWOM marketing strategies.

The Effects of Health Consciousness on Environmentally Sustainable Textile Furnishing Product Purchase

The environmental and health issues in using textile furnishing products have grown, but previous studies have not investigated health‐related antecedents that influence consumers’ purchase intentions of environmentally sustainable textile furnishing products (ESTFP). This study examined the antecedent role of health consciousness influencing consumers’ attitudes, subjective norms, perceived behavioral control, and purchase intention regarding ESTFP. Analysis of data from an Internet‐based survey of 302 US shoppers indicated that consumers with a higher level of health consciousness were likely to have more favorable attitudes, stronger subjective norms, greater perceived behavioral control, and consequently stronger purchase intentions toward ESTFP. The results support the effect of consumers’ health consciousness on ESTFP and extend the application of the theory of planned behavior to the purchase of textile furnishing products.

How China’s image affects Chinese products in a partisan-motivated US market

By proposing a dual-perspective model of attitude formation related to Chinese products, the survey of 592 adults investigated how Americans’ evaluation and purchase intention of Chinese products can be influenced by China’s image driven by a synergy of US politics and mass media. Younger people and minorities had better evaluation of and more intention to purchase Chinese products. A better country image of China contributed to more positive products beliefs and stronger purchase intention. Republicans engaged in partisan-motivated reasoning in their purchase intention, while Democrats converged with nonpartisan audiences. More social media use resulted in stronger purchase intention, while partisan media failed to make an impact on product beliefs and purchase intention. The findings suggested that although Americans’ judgment and purchase intention of Chinese products is affected by individual’s preexisting perception of China, only Republicans are prone to partisan-motivated reasoning of Chinese products. Social media use could lead to more acceptance of Chinese products, but conservative and liberal media seem to make little impact on this matter.

Symbolic Product Superiority in the Neural Salience of Compensatory Consumption Behavior.

To cope with self-threat being induced by personal setbacks in daily life, compensatory consumption, especially on symbolic product, has been found to do valuable help to resolve discrepancies between ideal and actual self-concept. Conforming to symbolic self-completion theory, the current study adopted event-related potentials to explore the objective information processing stages in self-concept-impaired status (the defeat group) on a neural level. The behavioral results replicated previous findings that the defeat group gained stronger purchase intention for symbolic products than utilitarian products. The electrophysiological data demonstrated that perceptual difficulties for products in preliminary stage (N1) were steady among conditions, and after that, information processing separation emerged. In contrast to the individuals with a draw experience, those with a defeat experience raised highly focused attention (P2) and eager expectation (N2) for products, especially for symbolic ones. Meanwhile, symbolic (vs. utilitarian) products also evoked a higher emotional arousal level and slowed the diminishment of involved attentional resource (late positive potential) at late cognitive processing stage. Taken together, the sequential integration of multiple neural indicators contributes to elucidating the processing stages of compensatory consumption behavior.

The cross-cultural impact of the ingenuine smiling celebrity in online advertising

Promoting products via Instagram is a rapidly growing phenomenon in the world of online advertising. These advertisements’ ability to stand out and obtain desired consumer outcomes has become increasingly challenging due to the enormous amount of advertisements already present on this platform. One strategy that can be useful is celebrity endorsement, which has – because of celebrities’ credibility and attractive characteristics – proven to be an effective way to create favourable attitudes and stronger purchase intentions. The present study investigated the effects of an Instagram advertisement with an (in)genuine, smiling celebrity on consumers’ behaviour. More specifically, this study examined differences between consumers from two countries: the Netherlands and Spain. An online experiment with two conditions was conducted (i.e. ingenuine vs genuine, smiling celebrity). The sample included 174 Dutch and 137 Spanish participants. The results reveal that the type of smile significantly affects consumers’ purchase intentions. Attitudes towards the celebrity also influence the effect of the type of smile on purchase intention. National background was thus found to play a moderating role.

An investigation into the effects of product design on incremental and radical innovations from the perspective of consumer perceptions: Evidence from China

By integrating research on product design with ideas from marketing and consumer perceptions, this paper formulates a set of coherent hypotheses about the effects of tripartite design dimensions on consumer perceptions and responses. We conduct two surveys on incremental and radical technology innovations, respectively, and accordingly get two different samples to test the hypotheses. Empirical results reveal that the effects of aesthetic and functional dimensions on consumer purchase intention and word of mouth vary across two types of innovations. Specifically, for incrementally innovative products, aesthetic and functional dimensions influence consumer purchase intention and word of mouth, both directly and indirectly, through the mediation of consumer perceived quality. By contrast, for radically innovative products, the effects of aesthetic and functional dimensions on purchase intention and word of mouth are totally mediated by perceived quality. Additionally, the effects of symbolic dimension on consumer perceptions and responses achieve consistency across radical and incremental technology innovations. That is, the higher the level of symbolic dimension, the stronger purchase intention and the better word of mouth there will be, whereas the direct influence of symbolic dimension on perceived quality is not significant in either innovation category.

How Do Price and Quantity Promotions Affect Hedonic Purchases? An ERPs Study.

Due to consuming hedonic products unnecessary to basic well-being, consumers need justifications for pleasure. However, different justifications have differential influences in promoting hedonic purchases, such as price and quantity promotions (PP and QP), the difference being that the latter requires purchasing additional units to get the same discount as the former. In the present study, even-related potentials (ERPs) was applied to reveal the timing of brain activities to further understand how promotion information consisting of promotion type (PP and QP) and discount depth, deep and shallow discounts (DD and SD) on hedonic products was processed. Behaviorally, consumers were more willing to purchase items in PP and DD conditions than QP and SD conditions, respectively, and spent more time making final purchase decisions in QP and DD condition or PP and SD condition compared to PP and DD condition. Neurophysiologically, DD automatically recruited more attentional resources than SD and led to a higher P2 amplitude. QP and DD condition or PP and SD condition evoked a larger N2 amplitude and enhanced perceptual conflict compared to PP and DD condition. During late stage, PP and DD elicited a more positive LPP amplitude in contrast to QP and SD, respectively, indicating that people have stronger purchase intention and positive affect in PP and DD contexts. These findings provided evidence for the differential influences between PP and QP and what ultimately made consumers buy hedonic products or not.

Sustainable development: The effects of environmental policy disclosure in advertising

AbstractSustainable development is a key issue for society. Beside corporate's efforts, consumers should have responsibilities for environmental protection and consider sustainable coexistences between future generations and natural ecosystems. In this study, a 4 × 2 factorial between‐subject experiment is adopted to develop eight environmental policy disclosure scenarios based on different environmental advertising claims (product orientation, process orientation, image orientation, and environmental fact) and eco‐labels (available/unavailable) to explore the effect of consumer attitudes and behaviors. This study's results show that environmental advertising claims have significant effects on consumers' attitudes. The product, process, and image orientation advertising, along with advertising with eco‐labels, can induce more positive attitudes and stronger purchase intentions. Individuals with greater environmental concerns have a significant positive attitude toward environmental advertising. Consumer attitudes toward environmental advertising also have positive effects on purchase intentions and sustainable consumption behaviors. Finally, this study offers useful findings, practical implications, and insights.