Subsequent Purchase Research Articles

Research on Game Players' Willingness to Purchase Based on the Perspective of Ambivalent Attitudes

Consumer ambivalence not only reflects the emotional and cognitive responses formed after perceiving external marketing stimuli but also influences subsequent purchase intentions. Based on the TAM (Technology Acceptance Model) and S-O-R (Stimulus-Organism-Response) models, this study introduces ambivalent attitudes as a mediating variable to construct and test a theoretical model of external marketing stimuli, consumer perception, ambivalent attitudes, and purchase intentions. Using 716 valid responses from gaming communities, the measurement and structural models were evaluated using AMOS 26.0 and SPSS 26.0 software. The empirical results show that the clarity and total volume of external marketing information can significantly influence purchase intentions by affecting consumer perceptions. Ambivalent attitudes directly influence purchase intentions and serve as a mediating factor in the pathways where perceptions affect purchase intentions.

Consumer Motivations for Solar Energy Adoption in Economically Challenged Regions

This study aims to investigate the factors contributing to and affecting consumer behavior toward renewable energy by following the theories of reasoned action and planned behavior. For this reason, a quantitative research method was employed and primary data were collected via a questionnaire, resulting in a random sample of 450 respondents. Structural equation modeling (SEM) revealed that concern for environmental commitment positively affects attitudes toward solar energy (β = 0.272, p < 0.001), positive subjective norms toward environmental commitment positively influence attitudes (β = 0.092, p < 0.001), perceptions of solar energy values significantly shape attitudes (β = 0.533, p < 0.001), social influence also plays a role in shaping attitudes (β = 0.047, p < 0.001), and that regulations (behavioral control) have a negative impact on attitudes (β = −0.204, p < 0.001). A positive attitude toward solar energy strongly predicts purchase intention (β = 0.944, p < 0.001). The overall model highlights the direct influence of attitude on buying intention and underscores the roles of environmental concern and functional utility in shaping consumer attitudes. This study contributes to the existing literature on renewable energy adoption by providing empirical evidence on the factors influencing consumers’ attitudes toward solar energy systems. By identifying key predictors, the study offers valuable insights into how these elements shape consumer attitudes and subsequent purchase intentions. Additionally, the study enhances the understanding of the role of positive attitudes in driving investment in solar energy, thereby contributing to both theoretical frameworks and practical applications in energy policy and marketing strategies.

Factors influencing young adults’ organic food purchase intention on fresh food e-commerce platforms

PurposeUnderstanding young adults’ organic food purchasing behavior in the fresh food e-commerce platforms (FFEP) is crucial for expanding the global environmental product market. The study aims to investigate how specific characteristics of platforms and organic food information impact young adults’ perceived value, leading to their subsequent purchase intention.Design/methodology/approachAround 535 valid responses were collected through an online survey and then analyzed applying a two-stage structural equation model (SEM) and artificial neural network (ANN) approach.FindingsResults of this research show that platform characteristics (including system quality and evaluation system) and product information characteristics (including organic label, ingredient information and traceability information) significantly affect young adults’ perceived utilitarian and hedonic value. The platform’s service quality has a strong effect on their perceptions of hedonic value, while the delivery system strongly influences their utilitarian value. Moreover, the perceived value, as a crucial mediator, plays a significant role in moderating the influence of platform and product information characteristics on the purchase intentions of young consumers regarding organic food.Originality/valuePrevious research has overlooked the credence attributes of organic food and particularities of online purchasing, focusing instead on general platform and product characteristics. This study addresses this gap by proposing a more appropriate model that integrates the characteristics of both the platform and product information. This offers theoretical and managerial implications for effectively stimulating organic food consumption among young adults in online environments.

Impacts of knowledge and trust on consumer perceptions and purchase intentions towards genetically modified foods.

Genetically Modified Foods (GMF) have emerged as a significant topic within the global food industry, provoking extensive debates over their safety and impact on consumer choices. This research aims to explore the impact of knowledge and trust in GMF on Vietnamese consumers' perceptions and their subsequent purchase intentions. By employing a quantitative methodology, this study gathered data from 424 valid respondents. The research model focuses on five constructs: knowledge, trust, perceived benefits, perceived risks, and purchase intentions. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test hypotheses and examine the interrelationships among these constructs. The results showed that increased knowledge of GMF is linked to heightened perceptions of benefits and reduced perceptions of risks, thereby elevating purchase intentions. Trust in GMF significantly enhances perceived benefits but does not significantly affect risk evaluation, although it is positively correlated with purchase intentions. Moreover, perceptions of greater benefits are positively associated with higher purchase intentions, whereas increased risk perceptions negatively influence them. These results underscore the complex relationship among knowledge, trust, perceived benefits, and perceived risks in shaping consumer purchase intentions toward GMF. The study proposes a comprehensive model delineating how knowledge and trust impact Vietnamese consumers' perceptions and purchase intentions regarding GMF. These findings provide implications for policymakers, business managers, and marketers, emphasizing the importance of disseminating transparent information, prioritizing trust-building, and adopting nuanced communication strategies. By effectively enhancing perceived benefits and addressing perceived risks, these strategies aim to foster positive consumer intentions and behaviors toward GMF.

B2C Cross-Border E-Commerce: Spillover Effects of Knowledge Sharing in Virtual Communities

ABSTRACT Although customers often participate in cross-border e-commerce (CBEC), little is known about how customers obtain and process the knowledge they seek regarding cross-border e-commerce websites. This research explores cross-platform spillover effects of knowledge sharing in virtual communities on customers’ perceived website quality and customer service of independent cross-border e-commerce websites and their subsequent purchase intentions. By applying cue utilization theory and expectation-disconfirmation theory, we develop a model that captures how CBEC-related knowledge sharing in virtual communities influences customers’ purchase intentions on CBEC websites that are independent of these virtual communities. A quantitative survey of customers with CBEC purchase experience was conducted with three top virtual communities without associated CBEC websites, yielding 521 responses. The results suggest that CBEC-related knowledge sharing in virtual communities has significant positive effects on customers’ perceptions of website quality and customer service, and, thereafter, their purchase intentions. This research demonstrates that spillover effects from virtual communities to independent CBEC websites indeed exist and identifies the underlying mechanisms that explain how these spillover effects move from virtual communities to CBEC websites.

Путешествие между каналами: формирование клиентского опыта в цифровой среде

In modern marketing, researchers are focused on the omnichannel approach due to the growing number of communication channels and sources of consumer information about brands. This paper examines the complexity and multifactorial nature of the omnichannel approach in the formation of customer experience and marketing communications in the digital environment. The article discusses the concept of a “Consumer Journey Map”, which reflects the stages of making a purchase decision, after-sales interaction and the customer experience formed within this path. This approach allows you to define and analyze the touchpoints with the consumer and information messages at each stage of the consumer journey in order to create a positive brand image. The consumer’s journey is formed by the sequential passage of a number of points of contact, which may belong to the brand, its partners or be independent. This affects the degree of brand control over the information at each of these points. Particular attention is paid to the complexity of tracking the entire variety of contact points through which the customer passes on the way to making a purchase. The management of this variety of points from the standpoint of a single communication environment of brand and consumer interaction is the subject of omnichannel marketing research. Within the framework of this study, the author considers the evaluation of the effectiveness of marketing channels at the stage of preparation for purchase. These channels may be underestimated, since in terms of direct return on marketing investments, they lose to the final pre-purchase channels, but they play a key role in shaping the customer experience leading to subsequent purchases. The article presents the results of a study of online communication based on a company providing educational services. This study demonstrates the relationship between the volume of investments in paid promotion channels and the total revenue from online channels. The results of the study emphasize the importance of the omnichannel approach in modern communication, where the buyer interacts with the brand in various channels and perceives communication as a single continuous process, even when switching from one channel to another.

The Salience of Less Important Product Attributes

ABSTRACTThe significance of product attributes, as reflected in online reviews during the initial purchase, may undergo changes following positive or negative product usage experiences. The purpose of this research was to investigate whether positive or negative product consumption experiences influence shifts in the perceived importance of product attributes and subsequent product choices, based on online quality ratings by attributes. A series of experiments demonstrated that the importance associated with an attribute's expectation in the pre‐purchase process shifted after a negative consumption experience with that attribute. The results showed that a change in both attribute importance and product choice following a negative attribute experience. A less important attribute that malfunctioned during the consumption experience became more crucial in the subsequent purchase (Study 1). However, this shift in importance may not be universal for all attributes; it was observed only when the attribute was moderately important (Study 2). This study contributes valuable empirical findings to the existing literature on online reviews by highlighting dynamic shifts in the importance weight of product attributes. E‐commerce practitioners are encouraged to allow formal purchasers to leave product reviews without time constraints, providing a platform for reflecting users' lifelong consumption experiences.

Influence of travel application usage on tourist online shopping appraisal

This paper delves into the analysis of the physical flow patterns of users and its subsequent influence on their purchasing behavior. The research methodology encompassed surveying a substantial sample size of 400 users actively engaged with travel applications. The gathered data underwent meticulous analysis employing a combination of descriptive statistics and structural equation modeling techniques. The findings from this study have unveiled noteworthy insights into user behavior within travel applications. It is evident that the inclination to engage with the system has a substantial and positive impact on users’ purchase intentions. Moreover, the motivation behind users’ system usage has a direct bearing on their purchase intentions, primarily mediated by the enjoyment derived from the overall experience. This research underscores the pivotal role played by travel applications in the contemporary travel industry landscape. As travelers increasingly rely on digital platforms to plan their trips and make informed choices, understanding the intricate dynamics of user engagement, motivation, and subsequent purchasing decisions within these applications is paramount. This deeper comprehension not only sheds light on consumer behavior but also empowers businesses to tailor their offerings and enhance user experiences, thereby solidifying the indispensable position of travel applications in the ever-evolving travel sector.

Short-term memory effects of eco-labeling: Evidence from the perceived environmental friendliness of sequential consumer behavior

Can memory of eco-labeling bias how consumption is perceived and influence subsequent consumer decisions? We report three experiments showing that the perceived environmental friendliness of simulated shopping sequences is disproportionately influenced by what happens at the end of the sequence. For example, sequences that ended with a high carbon footprint item were perceived as less environmentally friendly than other sequences with the same content but with items in different order—a recency effect (Experiments 1–3). Judgments depended more on how often environmentally significant items were purchased than on the quantity of those items (Experiment 2). Furthermore, after completing a shopping sequence that was perceived as relatively harmful to the environment, participants were more prone to select a comparably expensive eco-labeled item over a cheaper but less environmentally friendly item in subsequent purchase decisions—a spillover effect (Experiment 3). The results stress the role of memory in environmentally significant consumer behavior.

Color and naturalness: How color saturation shapes tourists' perception and purchase intention

AbstractMany tourist destinations and hospitality companies are using the idea of “naturalness” to attract consumers in the post‐pandemic era. The current research explores the impact of color, a fundamental element in tourism marketing materials, on shaping tourists' perceptions of naturalness and subsequent purchase intention. Through three experimental studies, our research reveals a lay belief that associates color saturation with naturalness perception. While prior research has indicated that highly saturated colors can positively impact consumers, our findings suggest that this effect may not always hold. Specifically, low color saturation in tourism marketing materials increased tourists' perceptions of naturalness and purchase intentions. These findings contribute to the theoretical development of color psychology and support the development of sustainable tourism and hospitality practices that prioritize managing natural resources.

How Do Implausible Tensile Price Claims Affect Consumer Perceptions of Deceptiveness and Consumer Willingness to Purchase in Online Environments?

The study explores how and why an embedded implausible tensile price claim (TPC) affects consumers’ decisions as to whether to click on the associated online advertisement and their subsequent purchases. The authors conduct a field experiment by designing a structured set of search advertisements with implausible TPCs for a global apparel brand and launching them on Baidu, the largest search engine in China. Using a hierarchical Bayesian model, the authors quantify how implausible TPCs influence consumers’ two-stage decisions: clicking on the advertisement and purchasing the product. Using two laboratory experiments, the authors further demonstrate that the purchase decision is mediated by consumers’ perceptions of deception in the advertisement, despite the fact that the click decision is not. Results show that implausible TPCs in a search advertisement motivate consumers to click on the promotion. However, the discrepancy between the advertised and the actual discounts makes the advertisement seem deceptive to consumers, which reduces their likelihood of purchasing the product and leads them to search for other products and promotions. The results address advertising deception in online price claims, offer critical policy implications regarding implausible TPCs, and shed light on designing and executing implausible TPCs in online advertising.

How does AI agent (vs. IVR system) service failure impact customer purchase behavior: mediating effect of customer involvement

ABSTRACT In recent years, the use of artificial intelligence (AI) agents in customer service has become a prominent area of study, focusing on their influence over consumer behavior. However, there is a noticeable gap in the current literature regarding AI agent service failures during product information consultations and their effects on customer purchase behavior. The present study, grounded in attribution theory, investigates the effects of various types of self-service failures in both Interactive Voice Response (IVR) systems and AI agents on customer involvement and subsequent purchase behavior. The findings indicate that customers experiencing service failures with AI agents during the consultation stage are more inclined to make purchase behavior after human-led recovery compared to those encountering IVR system failures. Additionally, customer involvement is found to play a pivotal role as a mediator between types of service failures and purchase behavior. The results of this work may offer valuable theoretical and practical insights.

Polish Studies on Saturation Diving and Practical Application of Their Findings. Part III a Technical and Organisational Issues of the Implementation of Saturation Diving in Poland from the 1990s Onwards. Part 1

Abstract This article is another in a series of articles on the research and implementation of saturation diving technology in Poland. It discusses the specificities related to the implementation of this technology against the background of economic and historical conditions in our country. In Poland, the issue of saturation diving for the needs of the emerging offshore mining industry has been for over a dozen years dealt with by the Department of Diving Equipment and Technology of Underwater Works (Polish abbr. ZSNiTPP). In parallel, deep diving technologies were developed, in the first stage, as a basic diving technology and, since 1994, as complementary to ensure the full backup for saturation diving. Since 1995, saturation diving has become an everyday occurrence in the Polish economic zone of the Baltic Sea. This article shows the difficult path that the implementation of saturation diving took during a period of economic instability when the scale of the domestic offshore industry's facilities was small compared to global companies. Selected animators and participants in the implementation are recalled for two periods: one marked with the cooperation with the Italian underwater services company RANA and the other one, a period of implementation of long-term underwater works based on national capabilities. The article also considers the technical and organisational conditions for the implementation of saturation diving for the Polish mining industry. In 1990, the Oil and Gas Exploration and Production Company Petrobaltic (today LOTOS) played one of the key roles in the implementation of saturation diving in our country. The implementation of saturation diving in Poland was linked to the only operational diving system of Italian production, the Af-2, which enabled scientific research related to the application of new technical solutions and testing under operational conditions, as well as contributed to the development of scientific, engineering, and medical staff for the Polish offshore industry. The company played one of the main roles in the implementation of saturation diving in our country The 1995 became a landmark year in the history of saturation diving in Poland, as well as in the Baltic Sea. Through this technology, the process of installing the first two underwater exploitation heads on production wells B3-7 and B3-10 was initiated. The saturation diving was possible thanks to the leasing of the Af-2 diving system by Petrobaltic and its subsequent purchase by the Naval Academy in 1998.This system, after a series of upgrades, is still in service today.

The Effects of Stress and Chatbot Services Usage on Customer Intention for Purchase on E-commerce Sites

In the rapidly evolving digital marketplace, customer service has become a critical factor influencing consumer behaviour. With the advent of Artificial Intelligence (AI), particularly chatbots, customer service companies are increasingly leveraging technology to enhance user experience. This study explores the relationship between customer emotions, detected during interactions with e-commerce chatbots, and their subsequent purchase intentions. Emotion detection within Human-Computer Interaction (HCI) is a vital area of research, as specific emotions, such as joy or frustration, can significantly impact marketing effectiveness and consumer decision-making. This research aims to understand how emotional responses to chatbot interactions can predict customer's intention to purchase, thereby offering insights for businesses to optimize their AI-driven customer service strategies. The study analyzes four diverse datasets – EmotionLines, CARER, GoEmotion, and EmotionPush – to identify emotion-labelled sentences indicative of purchase intention. Our findings reveal that Neutral and Joyful emotions are predominant in influencing customers' purchase intentions, highlighting the importance of understanding these emotional states in e-commerce settings. While Neutral emotion is most influential, Joy consistently plays a significant role in positive customer engagement. This research underscores the need for e-commerce businesses to focus on emotional intelligence in chatbots, enhancing customer experience and potentially driving sales. Future research directions include examining real chatbot-customer interactions to further understand the impact of AI-driven customer service on consumer emotions and behaviours.

Digital transformation, online advertising, and consumer behaviour

With the onset of the twenty first century, developing economies have kept pace with global standards in terms of information and technology. Indian consumers have already become immersed in this process due to digital transformation. This means even in developing nations such as India, digital natives – those who grew up immersed in digital technology – are now present and have considerable spending power. This study examines the antecedents of digital natives’ attitudes towards online advertising and subsequent purchase intentions. Structural equation modelling revealed several factors that influence attitudes towards online advertisements and purchase intentions. These findings add to the literature regarding online advertising in the context of an emerging market.

Internal versus External Corporate Social Responsibility: Company Age and Size Moderate CSR Efficacy

Corporate social responsibility (CSR) efforts by established legacy brands are often seen as inauthentic. What can brands do to genuinely engage in CSR efforts? This study investigates internal CSR as a potential solution. CSR type (internal and external) and extrinsic cues (brand size and age) interact to affect congruence, authenticity, and subsequent purchase intention for companies that communicate these efforts on social media. Through a series of three experiments, we compare the effectiveness of internal and external CSR in influencing consumer perceptions. Results confirm that CSR is not a one-size-fits-all solution for brands. We find that Internal CSR is more effective for legacy (older, larger) brands, while external CSR is more effective for novel (newer, smaller) brands. This paper is among the first to conceptualize internal CSR as a potential strategy for legacy brands that often struggle for authentic ways to get involved with social issues. Results indicate that consumers want to see larger, older brands try to "fix" themselves before they attempt to fix the world.

Księgozbiór specjalistyczny Henryka Grohmana (1862– 1939) a jego kolekcja grafiki nowoczesnej

This article is the first study of the library belonging to the Łódź industrialist and art collector Henryk Grohman (1862–1939). It attempts to answer the question of the degree to which analysing these volumes, which are now housed in the collections of the University of Warsaw Library and the National Museum in Warsaw, can prove helpful in the study of art collections. The methodology for researching historical book collections was used to reconstruct and describe the library. These inquiries resulted in more than 165 titles being determined, which originally belonging to Grohman and covered oriental and European arts and crafts, as well as graphic and drawing arts (about 60). These included monographs, albums, and critical catalogues, exhibition and antiquarian nature, published mainly in Western Europe before 1914. The collector’s specialized book collection, built up on an ongoing basis, overlapped with his artistic interests and had the character of a utilitarian library. From the point of view of the study of graphic collections of the late 19th and early 20th centuries, the reference libraries of their creators seem to be of particular importance. In times when taste no longer sufficed to create a valuable collection, and quality and rarity became the main criteria for selecting graphic works, specialized literature on the subject was of help. Created by art historians, collection curators, art market experts, and also private collectors, it introduced the nuanced world of graphic arts. It provided a tool to help identify a print, determine its state, edition and quality, and thus determine the value of a given work. The preserved publications from Grohman’s library were therefore regarded as sources of specialized knowledge that the collector could not acquire either during his education or in his native environment. Three publications have been analysed in detail in the context of Grohman’s graphic arts collection: the series Le peintre-graveur illustré by Loys Delteil (1906–1926), the two-volume catalogue of Jean-Louis Forain’s lithographs and etchings by Marcel Guérin (1910, 1912), and the album devoted to the engravings of Fank Bangwyn prepared by Frank Newbolt (1908). These are publications reflecting the thriving activity of the circle of print enthusiasts of the late 19th and early 20th centuries, which had a significant impact on the dissemination of knowledge about this field of art. The series of relationships revealed between the collection of prints and drawings and the reference library significantly expanded the knowledge on its creator and how the collection was formed. It made it possible to appreciate the collector’s expertise and artistic taste, to observe how his awareness grew, influencing decisions on subsequent purchases, and also to detail the provenance of certain works. Thanks to the research field being expanded to include Grohman’s library, the findings on his graphic collection have become more complete and reliable.

A closer look at geographical indicators: how food labels influence product values, authenticity and willingness to pay premium prices

PurposeThe effects of country-of-origin (COO) cues on product evaluations are well documented. However, research on the relative effects of COO compared to other geographical indicators, such as region-of-origin (ROO), on food purchases is still limited. This study investigates how geographical origin labels influence consumers' perceptions of product value and authenticity of foreign food, as well as subsequent purchase intention (PI) and willingness to pay premium prices (WTPPP). The moderating role of health consciousness on these relationships is also examined due to the coronavirus disease 2019 (COVID-19) pandemic.Design/methodology/approachThis study uses a between-subjects experimental design conducted with 300 middle- and high-income Chinese consumers aged between 25 and 50 years. Hypotheses were tested using structural equation modelling.FindingsWhilst under both COO and ROO cues, all five product values positively influenced consumers' WTPPP, only functional, economic and novelty values influenced PI. The ROO cue performed significantly better than the COO cue in eliciting functional, economic and novelty value perceptions, which triggered stronger PI and willingness to pay a premium price. These relationships were mediated by product authenticity (PA) and moderated by consumers' health consciousness (HC).Practical implicationsBecause food labels provide salient product information that facilitates consumers' evaluation of products, marketers should assess which product value perceptions they wish to enhance and then choose the appropriate geographical indicators for their labelling strategies.Originality/valueThis study identifies the effects of COO and ROO cues on product values, authenticity, PI and WTPPP. It also provides valuable insights into the role of HC on consumers' purchase decisions, which also aids in understanding the impact of global crises on food purchases.

Uncertainty Reduction vs. Reciprocity: Understanding the Effect of a Platform-Initiated Reviewer Incentive Program on Regular Ratings

Many online platforms are now offering free samples to seasoned reviewers, hoping to get feedback. While these reviewers are given free samples to review, they also buy and review products themselves. The regular ratings for the purchased products are the majority. This brings up the question: Does receiving free products make them rate their personal purchases more positively? And if so, why? We explored two possibilities. First, uncertainty reduction mechanism: The idea that trying free samples makes buyers more confident in their purchases, leading to greater satisfaction and higher ratings for the purchased products; Second, reciprocity mechanism: The idea that reviewers might feel obliged to give better ratings as a “thank you” for the free samples or with the expectations of getting more free samples, which could introduce bias. Our research indicates that giving free samples mainly helps in reducing purchase uncertainty, making customers genuinely happier with their subsequent purchases. So, online platforms can benefit from this strategy, as it seems to uplift genuine positive reviews rather than create biased ones. However, it is still essential to monitor for any undue bias to maintain trustworthiness in reviews.

Disentangling consumers’ negative reactions to impulse buying in the context of in-app purchase: Insights from the affect-behavior-cognition model

Deciphering how consumers react to impulse purchases is vital for sellers to bolster consumers’ post-purchase experience and induce subsequent purchase behavior. Contextualized to in-app purchases, this study draws on the Affect-Behavior-Cognition (ABC) model to disentangle the relationships among distinct categories of negative post-purchase reactions and the moderating influence of product appeal on these relationships. Empirical data was collected from an online survey of 376 in-app buyers and Covariance-Based Structural Equation Modelling (CB-SEM) was employed to validate the research model. Analytical results indicate that awareness of breakdown in self-control exerts a positive effect on post-purchase regret while regret positively impact the negative emotions of anger and guilt, both of which in turn drive the concealment of purchased good or service. In-app product appeal is discovered to reinforce the relationships between regret and anger/guilt as well as the relationship between anger and concealment while simultaneously attenuating the relationship between guilt and concealment. This study sheds light on impulsive in-app purchases by delivering a deeper understanding of the interdependencies among constituent post-purchase reactions in the context of in-app impulse buying.