Theory Of Consumer Behavior Research Articles

Self-Control and Consumptive Behavior Control in Purchasing Internet Services for Social Networking Among Muslim Millennials

The need for internet services to support a lifestyle in social networking sometimes leads Muslim millennials to behave consumptively in shopping, even though they understand the bad impact. This study aims to prove whether Self-control is the right predictor to explain Consumptive Behavior Control and if so, how much Self-control can explain Consumptive Behavior Control, especially in the case of Muslim millennials in spending their money on buying internet packages for social networking needs. This research was a quantitative study with ex-post facto design and also based on a survey of a group of students from an Islamic university in West Sumatra, Indonesia in 2022. Data were collected from 97 respondents and analyzed by using Simple Linear Regression. The findings have shown that Self-control is a good predictor for consumptive behavior control at a moderate level. Self-control can increase consumptive behavior control in students in purchasing internet services for social media. Self-control explains the achievement of Consumptive Behavior Control of 68.9%. This finding contributes to education observers who always focus on studies about consumptive behavior among young people and contribute to strengthen the theory of consumer behavior which is always growing rapidly throughout all the time.

Marketing Strategy Analysis and SWOT Analysis of Haidilao Under the COVID-19 Epidemic

Since 2020, the COVID-19 pandemic has spread around the world and caused a huge impact on the economy. In the catering industry, the emerging online restaurants, which mainly focus on online sales, are growing rapidly thanks to China's epidemic management policy. In contrast, traditional restaurants, where offline dining is the main form of dining, have been hit hard by the coronavirus pandemic as people cannot go out. Based on the theory of consumer behavior, this paper analyzes the performance, financial status, advantages, and disadvantages of Haidilao, a traditional hotpot chain enterprise, during the epidemic period through case studies and literature research methods. This study found that the impact of COVID-19 on consumers and aggressive marketing strategies were the main reasons for the loss of Haidilao. Through this study, this paper proposes solutions to the financial crisis and product deficiencies of Haidilao and hopes to provide a reference for the traditional catering industry to develop appropriate marketing strategies during the COVID-19 pandemic.

BoPMLPIP: Application of Classification Techniques to Explore the Impact of PIP among BoPs

This study tries to gain insight into the effect of demographic and psychological variables on the Bottom of the Pyramid (BoP) consumers for making Packaging Influenced Purchase (PIP) decisions by focusing on two specific consumer behaviour theories - compensatory consumption and consumers’ resistance. Being the product's face, packaging contributes heavily to the above mentioned two streams of consumption behaviour. A collection of ten demographic variables and four psychological variables have been administered on a sample of 1400 BoP consumers to explore their effect behind making PIP of selected FMCG products. Various classification techniques have been deployed to capture the impact of these variables. This experimental research design revealed that both demographic and psychological variables affect the PIP. The comparison between urban and rural BoPs potentially comes with the guidelines for practical marketing implications.

Influence of Celebrity Endorsements on Consumers’ Brand Equity: Case Study of Super Brands Companies in Kenya

This paper was a seminar presented for partial fulfilment for the award of a degree in doctor of philosophy in Business administration (marketing option) at the Jomo Kenyatta University of Science and Technology (JKUAT) Kenya. The paper takes the format of mini-research. The study’s aim was to establish the influence of Celebrity endorsement on consumer brand equity on selected super brands in Kenya. Specifically, the study intended to establish whether the two major attributes of celebrity endorsement: Credibility and Attractiveness, influence consumers’ brand equity. The independent variable was celebrity endorsement and brand equity was the dependent variable. The study was anchored on the TEARS model that combines many marketing communications theories that describe attributes of a good source of information. These are the Credibility model, source attractiveness model, the meaning of transfer model, and the product-match-up hypothesis, consumer, and buyer behaviour theories. The empirical literature on celebrity endorsement was reviewed regarding different views of measurements of brand equity and how celebrity characteristics affect brand equity. The study raised two questions; whether celebrity credibility influences consumers’ brand equity and whether celebrity attractiveness influences consumers’ brand equity. To answer these two questions, a Target population of 20 consumer super brands companies was picked with only 11 super brands qualifying to be the unit of observation on the basis that they have hired celebrities to advertise their brands. The unit of analysis was 40 consumers who were classified as lecturers, professionals, and students. These respondents were given a structured questionnaire based on the two objectives of the study. Thirty-eight questionnaires’ (95% response) were returned and two were spoilt. Data were analysed by use of a statistical package for social sciences (SPSS) and presented in tables. The study findings indicate that celebrity attractiveness has the highest influence as compared to celebrity credibility in influencing consumers’ brand equity. On methodology, the study recommends that a mixed design approach and change of unit of analysis in future research, development of hypotheses, include moderating variables as well as add to the main research the three remaining variables in the TEARS model. Study findings indicate that celebrity endorsement influence can lead to brand equity in the form of customer brand preference, awareness, loyalty and association, attitude, relevance, and differentiation. However, marketing and brand managers need to be careful when hiring celebrities to market their products because of the advantages and disadvantages of this strategy. On theoretical and academic implications, the study concludes that most of the studies carried out are in western countries. There remains a need for more studies in the field of celebrity endorsement in Kenya, especially in the area of theories of source credibility, source attractiveness, match-up hypotheses and meaning transfer model. These models emphasise that source of information must have power. Scholars can further apply exploratory research in areas of psychological and consumer behaviour theories in relation to Celebrity endorsement

Transcending Linearity in Understanding Green Consumer Behaviour: A Social–Cognitive Framework for Behaviour Changes in an Emerging Economy Context

Awareness and understanding of green consumer behaviour (GCB) in emerging economies can increase consumer participation in green initiatives, leading to better product and behavioural choices and protecting scarce resources. Therefore, consumers should actively change their daily habits, lifestyle, and behaviour choices. A transdisciplinary critical realism approach can complement current knowledge on green consumer behaviour theories, which can layer behaviour change as a circular feedback process. Our approach could surpass linearity and rational decision-making—embracing the power of sustainable daily habits. We reviewed green consumer behaviour theories and identified the social cognitive theory (SCT) to support our approach. Hence, we employed an integrative review of applied SCT and green consumer behaviour. Findings suggest GCB as a reciprocal process with behaviour not only the outcome but an integral part of the process, as are personal and external determinants, existing in laminated layers of meaning that transcend the obvious. Finally, we propose a novel adapted framework that considers critical constructs that warrant investigation of an emerging economy context to identify consumers’ challenges that impede behavioural change. Recommendations include segmenting consumers through pro-environmental self-identity, consumer personalities, and daily habits, which can help target consumers with appropriate messages and interventions to encourage greener lifestyles.

Young Consumers’ Perceptions of Family Firms and Their Purchase Intentions—The Polish Experience

Although family-owned businesses have been widely investigated, the question of consumers’ perceptions of family firms is still worth more in-depth study. Drawing on the theories of family businesses and consumer behavior, this paper investigates the relationship between the consumers’ perceptions of family-owned enterprises and their purchasing decisions. Using a questionnaire, we surveyed 1069 young Polish consumers. Our findings demonstrate that young consumers’ convictions about family businesses are well-formed, despite their quite modest knowledge of these business entities. The vast majority of the survey participants were not able to provide any family business names. This implies that young consumers’ views on family businesses result from speculation or adoption of opinions that are dominant in a given society. To raise the level of awareness of their brands and transform consumers’ intentions into real purchasing behavior, family business entities need to intensify the educational significance of their promotional activities to help counteract the stereotypes about family businesses. The analysis presented here has important implications for current debates on whether the development of emotional relationships with family business entities and their brands is a suitable strategy to shape the purchasing attitudes towards the products made by family companies. The research findings could also form the basis for an extended study exploring what strategies family companies can implement in order to effectively shape young consumers’ perceptions about these firms. The research results can also serve as an aid for family firm owners and managers in rebuilding their client-oriented activities. The aforementioned knowledge can support family firm owners and managers in establishing effective marketing strategies. It also opens interesting avenues for further research.

Perceived deception and online repurchase intention: The moderating effect of product type and consumer regulatory orientation

AbstractLimited by e‐tailers' ability to present accurate information about their products, consumers often misunderstand and misinterpret product messaging, which can heighten their perception of deception among e‐tailers and result in unfavorable consumer behaviors and actions. Integrating perceived deception and existing consumer behavior theories, this research examines the intricate relationships between product type (hedonic vs. utilitarian), consumer regulatory orientation (promotion vs. prevention), and their interactive effect on the relationship between perceived deception and consumer repurchase intention in online settings. Across three studies, we identified a less negative impact due to perceived deception for online repurchase intention of hedonic products than for utilitarian products. After perceived deception occurs, promotion‐oriented individuals show a higher online repurchase intention compared to prevention‐oriented individuals. Furthermore, the fit between promotion orientation and hedonic products works best to attenuate perceived deception's unfavorable impact on online repurchase intention. In contrast, the fit between prevention orientation and utilitarian products leads to the lowest online repurchase intentions. Also, e‐tailers can increase repurchase intentions by emphasizing the hedonic attribute, and instigating promotion intention would help mitigate the negative effects of perceived deception.

Atribut Destinasi, Persepsi Risiko, Kepercayaan, dan Niat Berkunjung Wisatawan ke Pulau Nusa Penida Klungkung Bali pada Masa Pandemi Covid-19

This research aimed to analize tourist satisfaction and trust in influencing tourist behavior intentions of visiting tourists to Nusa Penida Island Klungkung Bali during the Covid-19. The theory of consumer behavior is used with several concepts namely concept of destination attributes, trust, perceived risk, and behavioral intentions of tourists. This research was designed with a quantitative approach with a survey method of 100 foreign tourists visiting Nusa Penida. The data were analized by Partial Least Square (PLS). The results show that tourism attributes have a positive and significant effect on tourist trust revisit intentions. The tourist trust has a positive significant effect on revisit intentions. Perceived risks have a positive and significant effect on tourist trust and revisit intentions. This research foud out that tourists traveling do not want to take the risk in these activities. Based on these results, it can be suggested to increase the role of trust in mediating the relationship between perceived risk and revisit intention.

Effect of Tokopedia marketplace promotion on consumer shopping behavior in the COVID-19 pandemic

The government's COVID-19 policy limits the actions of all Indonesians. People's buying habits have shifted to internet shopping via increasing marketplaces. This is why product-producing enterprises and MSMEs use the Marketplace. Markets use promotional methods to attract internet customers. The author wants to know how Tokopedia's marketplace promotion affected consumer shopping behavior during the COVID-19 epidemic. This research employs the Consumer Behavior Theory to investigate a consumer's decision-making process. This quantitative research employs linear regression analysis. Pesona Depok Estate dwelling RT 002 RW 022, Depok, was the study site and sample. Purposeful sampling. A predefined number of samples received a Google Form questionnaire. The coefficient of determination (R2) is 0.610, which suggests Tokopedia's marketing affected 61% of customer purchase behavior during the COVID-19 epidemic. Shopee's advertising affected customer purchase behavior during the COVID-19 epidemic.

Covid 19 Pandemic Government Interventions and Their Implications on Shopper Behavior: A Study of Consumers in Kenya

Studies on consumer behavior continue to attract attention all over the world, because of the implications they have in the market. Behavior as expressed through attitude changes and perceptions can be brought about by many factors including government interventions. The year 2020 has been characterized by many government interventions in trying to contain the corona virus pandemic, and it is important to assess how the measures have influenced shopper behavior. Using the consumer behavior theories (Bagozzi and Kimmel 1995 , Bagozzi et al. (2002) with specific reference to the Rational choice theory (Adam Smith, 1776) and the and the functional attitude theory (when Smith, Bruner, and White (1956) and Katz (1960), the researchers sought to determine the effect of government intervention measures on influence on shopper behavior, and whether shopper demographic characteristics either moderate or mediate the relationship between government intervention measures and shopper behavior. Descriptive cross sectional design was used, with a stratified sample drawn from former students from the School of Business, University of Nairobi. Data was analyzed using descriptive and inferential statistics. The study found that government intervention measures significantly influenced shopper (F value of 3.962, p = 003 < 0.05), and accounted for 22.6% of the changes in shopper behavior ( R 2 = 0.226). The study found that that contrary to the popular belief that consumers in developing countries put price before quality, in a situation like the corona virus pandemic which has direct effect on the consumers, quality of the products used for prevention comes first and the consumers will buy provided the product is of the right quality. The study found that shopper characteristics have a significant mediating effect on the relationship between government intervention measures and shopper behavior. The researchers recommend that government and other policy makers have relevant information about shopper behavior as a basis for implementing certain measures that may negatively influence their behavior and injure the economy. Keywords: Covid19 pandemic, operational issues, shopper behavior, consumer attitude DOI: 10.7176/JMCR/87-03 Publication date: October 31 st 2022

CONCEPTUAL BASIS OF THE DEVELOPMENT OF ENTERPRISE’S EXPORT POTENTIAL

The effective operation of any company in the market is necessarily related to the analysis of consumer behavior. At the time of constant transformational changes in society, unpredictable risks that arise in the country, the question of understanding the theory of consumer behavior and the possibility of influencing it with the help of available resources is relevant. The purpose of the article is to reveal the essence of the concept of consumer behavior and the main elements that influence the customer’s choice, as well as how to correct behavior and minimize losses during a crisis and martial law. The development of society inevitably affects consumers, their needs are transformed, improved, and costs to satisfy these needs increase. Therefore, consumer behavior is changing and companies need to adapt to new conditions. The process of making purchase decisions, as a rule, takes place under the influence of various factors. This makes appropriate adjustments, facilitates or hinders the adoption of balanced decisions. The main factors that influence purchase decisions. The latest challenge was the coronavirus pandemic, which also affected consumer behavior and made quite a few adjustments. Due to the threat to health and the imposed restrictions, people’s habits, the frequency and places of purchases, the structure and volumes of consumption, the needs of the population and, in general, the behavior of consumers have changed. Now, not only merchandising, but the functioning of the country’s economy in general, satisfaction of consumer needs during the war is an urgent issue. Since the market was quite complicated by the consequences of the pandemic, consumer behavior was strongly influenced by military actions. It is worth noting that even during the war, Ukrainian companies show a high level of customer service that even some European companies cannot provide. Most from the very beginning of the full-scale invasion restored customer support, and later returned, and some even introduced discount systems and personal bonus systems. Government policy was also aimed at supporting users, interest charges, fines and penalties were abolished, which enabled the population to withstand the period of economic shock. In the period of such unpredictable global changes, increased risks, consumer behavior undergoes a noticeable transformation. However, companies constantly monitor the situation and show that they are well aware of the needs of their customers and can adapt to modern trends, thereby supporting the economy of the country and their consumers.

Investment in cryptocurrencies: a study of its adoption among Malaysian investors

ABSTRACT Given Malaysia's stance on cryptocurrencies as a digitalisation pioneer, as well as the surge in crime and fraud, regulators and organisations are concerned about retail investors' intentions to invest in cryptocurrency. The research model integrates diffusion of innovation theory factors (compatibility, relative advantage, trialability, ease of use, and observability) with consumer behaviour theory focused on retail investors' perceptions (perceived risk and perceived value). A total of 304 responses were collected through purposive and respondent-driven sampling. The data was examined using SmartPLS Structural Equation Modelling (PLS-SEM). The findings show that compatibility, trialability, ease of use, observability, and perceived value have significant influences on the intention to invest in cryptocurrency. Meanwhile, the influence of relative advantage and perceived risk on the intention to invest in cryptocurrency is not supported. This research is vital for analysing the underlying motivations of Malaysian retail investors to invest in cryptocurrencies and further formulating the regulatory framework.

The impact of consumer positive personality on the purchase behavior of smart products.

While the consumption of smart products is continuously increasing, it is essential to explore the trigger mechanism of consumer behavior in respect of smart product purchase. In this scenario, we aim to investigate the impact of consumers’ positive personality on the purchase behavior. We constructed a structural equation model based on the partial least square method and tested our hypotheses on the basis of data analysis. The data were collected by conducting a survey of 326 Chinese consumers. We found two affecting paths from consumers’ positive personality to smart product purchase. First, consumer knowledge promoted by positive personality raises purchase intention and, in turn, stimulates purchase behavior. Second, consumers’ positive personality improves perceived income, which determines actual purchase behavior. This study deepens our understanding of the trigger mechanism of smart product purchase behavior and enriches the consumer behavior theory.

Hidden power: Impact of the “snippet” on online consumer engagement

With the increasing influence of online reviews, platforms hosting those reviews have played a central role shaping the review display rendering a snippet of text readily visible, with the remainder hidden, accessible upon request. Using data from 122,438 written reviews from 62,380 reviewers for 1,874 nonchain Atlanta restaurants on TripAdvisor, our research is the first to examine the impact of this display feature on ensuring consumer engagement through casting helpful votes. Based on consumer behavior theories, topic modeling, and sentiment analysis, we demonstrate that hidden content is more effective in garnering helpful votes than visible content. We also find that in hidden content, negativity bias diminishes and the effectiveness of information about features is enhanced. We identify how perceived purchase risk accentuates snippet effectiveness. Our findings provide guidance to platforms and reviewers on prioritizing content and opens avenues on an important aspect of online review display and related user behavior.

관광분야 소비자 행동의도 연구동향과 과제: 고관여 태도 이론 중심으로

Purpose The purpose of this study is to recognize the importance of consumer choices and behaviors in a market economy so analyzing research papers from tourism journal focused on high involvement behavior theory, which are important theories of consumer behavioral intentions and intend to contribute to the development of consumer behavioral intention research by providing important basic data for setting future research directions. Methods This study is published 140 papers applying Fishbein's Attitude Theory, TRA, TPB, ETPB from 1998 to June 2022 in registered on the tourism field of the National Research Foundation of Korea. The following research results were derived by analyzing the current published papers status, publication trends by year, trends in applied theory by each tourism sector, and trends in extended variables by each tourism sector using a systematic review Results The papers that applied ETPB were 115 papers (82.1%), TPB were 15 papers (10.7%), TRA were 7 papers (5.0%), between theories comparative study 2 papers (1.4%), Fishbein model 1 papers (0.7%). This theory was applied in the tourism field from 2010, and it slowed down a bit in 2018 and 2019, but it is showing an increasing trend until 2021. By field, it can be seen 33 papers have been published in the hotel/restaurant management field. Conclusion This study is survey of 140 journal papers published in 15 journals in the tourism sector of the National Research Foundation of Korea. Papers not included a degree, and there are limitations in this research on in-depth expanded variables for each tourism field is insufficient, but significance of this study is the first time 140 papers applying the consumer behavior theory analyzing research trends on the tourism, this study can be used as basic data for setting the direction of future research applying behavioral theory.

Hitting Purchase: The Influence of Social and Demographic Variables on Fast Fashion Consumers

With an average annual growth rate of around 11.68%, the fast fashion industry is expanding immensely. Increasing sales of affordable yet trendy clothes are driven by the rising youth population, boosting the fast fashion market. Previous research on influences of the life cycle of fashion and consumer behavior theories sparked this research study’s goal: for fast fashion marketers to understand consumer behavior in terms of social and demographic variables.
 To assess the most prominent themes that influenced fast fashion consumer behavior in Southern California, two procedures were implemented: a survey on consumers’ shopping behaviors and short interviews with a range of demographics and genders for both qualitative and quantitative analysis. In this study, five occurring themes of (1) Trendiness of Apparel, (2) Broad Range of Apparel, (3) Age and Gender, (4) Affordability, and (5) Follower-Leader Relationships were found to be the largest influences to draw consumers. Three core themes were found to influence consumer behavior the most: (1) Age and Gender, (2) Affordability, and (3) Follower-Leader Relationships. 
 This study’s findings may improve future marketing tactics to expand a fast fashion business’s popularity and sales. It was concluded that while fast fashion companies should focus on expanding their trendiness and range of clothing, companies should target females in the 11-20 age group using social media influences to involve more potential consumers. It was further concluded that attraction of the business will proliferate through word-of-mouth recommendations by customers.

Persepsi Nasabah Tentang Pembiayaan Murabahah dan Implikasinya Terhadap Minat Beli Bank Syariah Indonesia KCP Jombang

This study explores a customer's perception of the implications of murabahah financing on buying interest at Bank Syariah Indonesia KC Jombang. This study aims to describe customer perceptions of the attractiveness of murabahah financing at Bank Syariah Indonesia KC Jombang, explain customer buying interest in murabahah financing at Bank Syariah Indonesia KC Jombang, explain the implications of perceptions of customer attractiveness on interest in buying murabahah financing products at Bank Syariah Indonesia KC. Jombang viewed from the theory of Consumer Behavior (Consumer Behavior. The research analysis used is a qualitative case study approach which is a strategy or method that is powerful enough to examine in depth the case to be studied. The study concluded that customer perceptions related to murabahah financing has several attractions, interest in buying murabahah financing at Indonesian Sharia Bank KC Jombang is quite high due to several internal and external factors, while the implications of customer perceptions of Sharia Bank KC Jombang are viewed from the theory of Consumer Behavior ( Consumer Behavior) related to murabahah financing can generate customer buying interest without any hesitation in deciding to apply for financing.

Consumers Towards the Goals of Sustainable Development: Attitudes and Typology

The aim of this paper is to determine the level of knowledge of the categories of sustainable development and consumers’ attitudes towards concept, assumptions, and principles of sustainable development in Polish society. The article also attempts to distinguish homogeneous clusters of consumers, based on their attitudes toward the sustainable development goals (SDGs). The text is based on the results of the original empirical research carried out by the authors in November 2020 on a sample of 1045 adult consumers from all over Poland. The research used an online survey technique. To determine the types of consumers, 17 diagnostic variables (goals of sustainable development) were adopted. Cluster analysis was used to distinguish the types of consumers, whereas the number of clusters was determined using the hierarchical Ward method with the square of the Euclidean distance. The individual objects were classified into clusters with the help of the non-hierarchical k-means method. The conducted analyses enabled the authors to distinguish three relatively homogeneous types of consumers based on their attitudes towards the sustainable development goals, namely: informed apologists, moderate supporters, and uninformed critics. The consumer types described in the article may constitute the basis for market segmentation for companies offering consumer goods and services. The article also presents the level of awareness of the sustainable development goals in Polish society and the level of their acceptance. In addition, the presented research results conducted in Poland may constitute the basis for implementation of similar research in other countries. In the case of many countries and societies, there is a lack of knowledge about the types of consumers based on their attitudes towards the idea of sustainable development; therefore, it can be concluded that the presented research results contribute to the theory of consumer behavior.

Be(e)ha(i)viour(e): assessment of honey consumption in Europe

PurposeHoney is a product that has been consumed for thousands of years owing to honey's nutritional value and unique properties. This survey aimed to assess factors affecting consumer behaviour for honey in countries of the Balkans and Western Europe, on a comparative basis.Design/methodology/approachThe high importance of honey consumption along with findings from previous surveys on consumer behaviour are included in the introduction chapter. Based on these, and focussing on the fundamental consumer behaviour theories (stimulus-organism-response (SOR) model, theory of planned behaviour (TPB), and health belief model (HBM)), a questionnaire was designed and answered by 2,113 individuals from the Balkans and Western Europe, of which 2,088 were honey consumers. Principal component analysis (PCA) analysis was used to interpret the results.FindingsAccording to the analysis, both Western Europeans and Balkans consume honey weekly, whilst only a few consume honey daily. A crucial difference between the two samples is that Western Europeans consider honey to be an expensive product, whilst Balkans considers honey's price acceptable. In general, men consume more honey than women, and households with children purchase honey more often and in more significant quantities. In conclusion, the main reason affecting European honey consumption is the health impact, which is related to therapeutic properties and high nutritional value of honey.Originality/valuePCA results clarified the factors affecting honey consumption, whilst at the same time, consumer profiles of Balkan and Western European consumers were outlined and compared with each other, outlining a more detailed description of honey consumption in Europe.

Do Interest-Free Financial Organizations Offer Fair Prices to Their Customers?

This study seeks to observe whether or not the financial instruments offered by the interest-free financial institutions cause a dilemma in generating fair prices for the consumers. Additionally, it also attempts to provide a comparative framework towards cost-free and accessible financial offers in terms of loaning by both conventional and participation banks. As part of the study, a 34-item questionnaire has been drafted to identify the consumer behaviors within the framework of a theory of fair consumer behavior. To test the validity and reliability of the scale, exploratory factor analysis and cronbach alfa tests were utilized. Based on the findings in the test, 28 items were included in the analysis. Subsequently, multiple regression analysis was performed between four factors identified in conjunction with the exploratory factor analysis. The results confirm the hypotheses offered for the theory of fair consumer behavior. In other words, the study concludes that the interest-free financial institutions, serving as alternatives to the interest-based financial system, attract the fair financial system perceptions of the consumers not just because they offer interest-free products and services, but also because of additional factors.