Understanding Of Consumer Behavior Research Articles

Investigating Factors Influencing Consumer Intention to Use Online Streaming Services

This paper investigates factors influencing consumer intention to use online streaming services from the technology acceptance perspective based on the extended Technology Acceptance Model with additional variables – perceived enjoyment and incorporation with human and social constructs from Theory Reasoned Action. The consumer intention to use online streaming services remains unclear due to the gap between expectations of online streaming service providers and the high unsubscribe rate. This study deployed an online questionnaire to collect data from 250 Facebook users. Thus, the data collected for this study were from consumers not using online streaming services in Malaysia to understand the factors that could trigger their intention to use. The data collected were analysed using SPSS version 26 and PLS-SEM version 3.0. The role of self-efficacy as a moderator was examined to better understand consumer behaviour in online streaming services. The result revealed that subjective norms and perceived enjoyment have significantly impacted consumer intention to use online streaming services. Regarding the moderating effect of self-efficacy on the relationship between perceived ease of use and perceived usefulness, the outcome evidenced that self-efficacy plays a moderator role for both constructs. This paper attempts to fill the gap by extending the extant literature on consumer intention to use online streaming services by assessing the direct and moderating effects. Furthermore, the outcome of this study also provides valuable practical contributions for online streaming service providers by improving their understanding of consumer behaviour on the intention to use online streaming services.

Determinants of Consumers’ Intention to Use Mobile Banking in Malaysia: The Moderating Role of Education

Despite its plausible proliferation, Fintech entails increasing cybersecurity and trust issues. Thus, education is vital in moderating factors related to technology acceptance in using Fintech. This research aims to investigate the factors that influence Malaysian consumers to utilise mobile banking services. It integrates the UTAUT (Unified Theory of Acceptance and Use of Technology) model with perceived security and trust and uses education as a moderator. It used the convenience and quota sampling technique, with 399 responses collected through a survey. PLS-SEM analysis discovered that social influence and performance expectancy positively impacted the willingness of individuals to adopt mobile banking. Meanwhile, effort expectancy, system quality, trust, and perceived security are insignificant. Education moderates the relationship between intention and one factor (social influence). This research enlightens banks and policymakers in understanding consumer behaviour in promoting Fintech applications in banking.

Factors Impacting Purchase Intention of Indian Consumers Towards Spiritual Products

Purpose: The aim of the research is to ascertain the elements that influence the propensity of Indian consumers to buy spiritual merchandise. Design/methodology/approach: A quantitative approach was used. Primary data was collected from 150 Indian consumers through an electronic survey using a structured questionnaire with close-ended questions. Confirmatory factor analysis was performed using Varimax Rotation using SPSS software. Findings: The findings revealed Brand Perception, Religious Belief, Spirituality Factors, Brand Image, Packaging and Service Factors and Variety Factors as the determinants of purchase intention towards spiritual products for Indian consumers. Practical implications: This study offers valuable insights for marketers, manufacturers, and retailers of spiritual products in India. Businesses can adjust their marketing plans, product designs, and service offerings to meet the needs and preferences of Indian consumers by studying the factors that influence purchase intention. Originality/Value: While there has been considerable research on purchase intentions in various sectors, this study uniquely focuses on spiritual products in the Indian context. Given the cultural and religious significance of spirituality in India, understanding consumer behaviour in this niche segment is critical.

Consumer Preferences on Processed Herbs and Spices Products of SMEs in Sukoharjo

The demand for herbs and spices products in Indonesia has been steadily increasing each year, especially since the pandemic of COVID-19 pandemic. Information from various media about the benefits of herbs and spices for maintaining health and body stamina has encouraged people to consume the products and their derivations forms. The emergence of various processed herbs and spices products requires producers to better understand consumer behavior. This research aims to understand the decision-making process of purchasing and consumer preferences for processed spice and herbal products produced by SMEs (Micro, Small, and Medium Enterprises) in Sukoharjo Regency. The research involved 103 respondents from Sukoharjo Regency who have consumed herbs and spices products made by SMEs during the last three months. Descriptive methods were conducted through direct interviews with consumers using questionnaires, while conjoint analysis was used to determine the attributes most considered by consumers when making a purchase. The research findings show that the characteristics of consumers of processed herbs and spices products in Sukoharjo Regency are generally dominated by females, aged 17 to 25 years, mainly students, with a monthly income of around IDR 2,000,000. There are three main attributes considered when selecting products, namely taste (23,2%), sugar content (19,1%), and serving forms (12,4%), while the brand attribute has the lowest importance value at 9.4%.

The Role of Marketing Research in Understanding Consumer Behavior and Preferences

The research aims to explore the transformative impact of digital channels and online platforms on contemporary consumer behavior, with a focus on understanding the role of social media and personalized marketing strategies. Employing a comprehensive research design, the study integrates insights from diverse disciplines, including consumer psychology, digital analytics, and economic considerations. Methodologically, a systematic literature review and qualitative analysis are conducted to synthesize findings from recent research studies, providing a nuanced understanding of the dynamics shaping consumer-brand interactions in the digital age. The findings highlight the significance of digital channels in reshaping consumer preferences and purchasing decisions, emphasizing the role of social media platforms and personalized experiences in driving brand engagement and loyalty. Implications for businesses include the necessity to adopt digital-first approaches, leverage advanced analytics tools, and prioritize consumer-centric strategies to remain competitive in the evolving marketplace. Additionally, the study underscores the importance of interdisciplinary perspectives and ongoing research efforts to explore emerging trends and technologies that continue to shape consumer behavior and market dynamics.

Factors influencing the purchase intention toward electric vehicles; a nonuser perspective

PurposeThe demand for electric vehicles (EVs) has significantly increased in recent years, though some countries like Sri Lanka have reported the opposite direction compared to the global trend. Hence, this study focused on identifying factors affecting EV purchase intention and barriers to the widespread adoption of EVs in a developing country context. Also, this study presents an overview of the theoretical perspectives utilized for understanding consumer intentions and adoption behavior toward alternative fuel vehicles (AFVs).Design/methodology/approachThe questionnaire method was employed, and 394 individuals who lived in Colombo City, Sri Lanka, with valid driving licenses and a hybrid or conventional vehicle were the study sample. The partial least squares structural equation modeling (PLS-SEM) was used to test the research hypothesis.FindingsThe findings confirmed that the three relationships between the unified theory of acceptance and use of technology (UTAUT) variables and EV purchase intention are significant, and there is no significant moderator effect from the consumer’s perceived risk.Originality/valueThese results offer useful information for governments and EV companies to better understand consumer behavior toward purchasing EVs.

Assessing the Influence of Planned Behavior on Consumer’s Purchase Intention on Selected RTW Establishments in Valencia City, Bukidnon

The fashion industry has been continuously growing over the years, yet it is an industry that was greatly being growing until now. Businesses are keen to understand the factors that influence their purchase intentions. However, there is a lack of comprehensive research focusing on the determinants of purchase intention in the RTW clothing establishment, particularly in Valencia City, Bukidnon. The analyses revealed a significant positive relationship between consumer' attitudes towards behavior having the results of (CR 0.825, AVE 0.611) strong relationship, subjective norms (CR 0.723, AVE 0.469) good relationship, perceived behavioral control (CR 0.720, AVE 0.464) slightly good relationship, and purchase intention having the strongest relationship among all of the variables which have (CR 0.895, AVE 0.680). All variables are there is no significant difference to each hypothesis. The study "Assessing the Influence of Planned Behavior on Consumer’s Purchase Intention on Selected RTW Establishments in Valencia City, Bukidnon" was chosen to understand consumer behavior, particularly in the Ready-To-Wear industry in Valencia City. Consumers stand to gain from improved shopping experiences and better product offerings tailored to their preferences. Businesses and resellers can leverage to there insights to refine their marketing strategies, enhance product development, and increase profitability. Furthermore, this study contributes to the academic literature, providing a foundation for future research in this field.

The impact of social innovation on environmentally friendly product involvement

PurposeInvolvement plays a crucial role in understanding consumer behavior. In recent years, the concept of social innovation has gained momentum, resulting in the development of eco-friendly products and initiatives to tackle societal issues. This trend is driven by consumers, who are increasingly aware of the social benefits of the products they buy. The present study aims to investigate how socially innovative, environmentally conscious consumers can influence their engagement with eco-friendly products.Design/methodology/approachResearchers aimed to investigate the “impact of social innovation on involvement in environmentally friendly products.” They selected active members of various environmental organizations operating in the country to conduct the study. Convenience sampling was used to reach out to these members, and the managers of these organizations sent an electronic questionnaire to all members' email addresses.FindingsThe study found that socially innovative, environmentally conscious consumers tend to be more interested in the symbolic meaning and pleasure of products, leading to a decrease in perceived risk and risk importance.Originality/valueThere are limited studies examining the relationship between social innovation and product innovation. Therefore, the novelty of this research lies in its exploration of the relationship between these two concepts. Unlike previous studies, this research found a negative relationship between the dimensions of risk importance and risk probability. This result was interpreted as environmentally friendly products being sensitive to public welfare and not being perceived as risky by environmentalists.

The Influence of Implementing Digital Marketing and Experiential Marketing on Brand Loyalty Mediated by Brand Trust

This research aims to examine the effect of implementing digital marketing and experiential marketing on brand loyalty through brand trust in coffee shops in the city of Yogyakarta, Indonesia. In this research, the population used was coffee shop customers in the city of Yogyakarta, Indonesia. The number of samples taken was 266 respondents. This research data was obtained using an online survey questionnaire via Google Form with a measurement scale using a 5-point Likert scale. This research is descriptive research using quantitative methods. The analytical tool used is Structural Equation Modeling (SEM), with data analysis techniques using the AMOS application version 23.0 and Sobel Test. The results of the analysis show that the influence of digital marketing implementation has a significant effect on brand loyalty, brand trust has a significant effect on brand loyalty and experiential marketing has no significant effect on brand trust and brand loyalty and digital marketing have no significant effect on brand trust. The results of this research can help the coffee shop industry, especially in the Indonesian context, in understanding consumer behavior and the factors that contribute to customer trust in a brand.

A Qualitative Study on the Consumer Behaviour Related to Food Waste: Romanian Perspectives through Word Cloud and Sentiment Analysis

In emerging countries like Romania, research on food loss and waste remains relatively scarce. This is mainly because the phenomenon, along with its repercussions and ramifications, is inadequately understood by all stakeholders within the agri-food chain. Consumer behaviour, with a specific focus on sustainability and waste reduction, has undergone a noticeable transformation on a global scale. Researchers have been emphasising the imperative for effective awareness and education strategies in this respect. Diverse studies contribute valuable insights into household food behaviour, identifying possible drivers and suggesting counteractive techniques. This study poses inquiries about consumer feelings regarding the food waste phenomenon and perceptions of the Romanian agri-food chain, as well as the influence of education on their awareness and adoption of sustainable eating habits. The paper delineates the semi-structured interview-based methodology, shows results through word-cloud and sentiment analysis, and engages in discussions on consumer behaviour through four distinct clusters, concluding with limitations, managerial implications and outlining future research directions. The findings underscore the relevance of emotions and sentiments in understanding consumer behaviour, shedding light on the nuanced factors influencing food waste. Notably, the accuracy of interpretation is higher when drawn from interviews rather than online comments or reviews made by unknown individuals. This distinction increases the credibility of the insights gained from the qualitative study. By analysing consumer sentiments, the study aids in implementing strategies to improve customer satisfaction and reduce food waste, fostering a more sustainable and consumer-centric approach in the agri-food sector worldwide.

A Review Study on Impact of Artificial Intelligence on Marketing

This study provides a comprehensive review of the impact of artificial intelligence (AI) on marketing practices across various industries. The rapid advancements in AI technologies have revolutionized how marketers understand consumer behavior, personalize marketing strategies, and automate repetitive tasks. Through an extensive review of existing literature, this paper synthesizes the key findings and identifies the major ways in which AI is transforming marketing practices. This study is an overview of how AI technologies are reshaping marketing practices, offering valuable insights for academics, practitioners, and policymakers alike. Keywords : Marketing, Artificial Intelligence, Marketing Efficiency

Examining the crucial societal incentive approaches and their impact mechanisms to enhance the purchase intention of carbon-labeled products: A conjoined application of PLS-SEM and NCA methodologies

Enhancing consumers’ purchase intention for carbon-labeled products is crucial for the sustainable development of the market economy. This study aims to address a key challenge by exploring the often-overlooked impact of external incentive mechanisms in the existing literature. Utilizing partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA), the research dissects survey data from 730 Chinese consumers. It reveals the complex influence of four social incentives (i.e., monetary incentives, price incentives, spiritual incentives, and information incentives) on purchasing intentions from the perspective of perceived value. The results indicate that consumers’ awareness and trust in carbon labels are highly important but show modest performance. To be specific, among the four incentive measures, information incentives significantly promote purchasing intentions, followed by spiritual incentives. Interestingly, although the price incentives are a key precondition for increasing purchasing intentions, they do not show a direct and statistically significant effect. Besides, monetary incentives specifically facilitate the formation of purchasing intentions by enhancing consumers’ perception of the efficacy of carbon-labeled products, while information incentives promote intentions by influencing consumers’ desire for value expression. Benefiting from these four incentive measures, this study provides valuable insights to help develop effective strategies for promoting carbon labeling and green products, refine the design of environmentally friendly choice architectures for public policy, and enhance our understanding of consumer behavior in contemporary culture.

Circular economy via chat: Evaluation of adoption and use of whatsapp instant messaging platform for trading second-hand products

This research presents a comprehensive evaluation of the adoption and widely-used Instant Messaging Platform (IMP) for buying and selling second-hand products (SHP), framed within the context of the Circular Economy (CE). The findings reveal that effort expectancy, hedonic motivations, initial trust, and habitual use positively and significantly affect the intention to use IMP for second-hand transactions. Conversely, perceived risk negatively impacts this behavioural intention, underscoring the need to mitigate user concerns to encourage participation in second-hand transactions via these platforms. Besides, this research also shows that facilitating conditions, performance expectancy, price sensitivity, and social influence does not directly impact behavioural intention. These findings highlight the unique dynamics of consumer behavior in digital second-hand markets and suggest that these traditional aspects might play a different role in this context. The research adapts the Expanded Unified Theory of Acceptance and Use of Technology (UTAUT2) by applying it to the second-hand market via IMPs, offering new insights into consumer behavior in a digital marketplace setting. The study's theoretical contributions underscore the importance of adapting existing theories to understand consumer behavior in the digital landscape, providing valuable insights for researchers, practitioners, and policymakers. From a practical standpoint, the findings can guide businesses and developers of IMPs in developing user-centric features and marketing strategies tailored to the second-hand market.

Understanding consumer behavior in phygital environments: an interpretivist methodological framework

Purpose Due to rapid digitalization, the emergence of the “phygital” environment, which blends physical and digital experiences, creates unique challenges for researchers. This paper aims to introduce an interpretivist methodological framework designed to understand consumer behavior in phygital environments. The framework enables an in-depth exploration of the contextual factors, subjective experiences, personal emotions and social networks that influence consumer behavior in this space. Design/methodology/approach The framework was developed after a thorough literature review of the phygital environment and interpretivist research landscape. Consistent with the phygital transformation theory, this approach allows researchers to go beyond the limitations of purely quantitative methods, gaining a deeper understanding of consumer behavior in phygital environments. The framework is organized into four meticulously designed pillars, each focusing on specific aspects of research and using distinct data collection and analysis approaches. Findings The systematic framework facilitates exploration of various dimensions of consumer experiences in phygital settings through qualitative research techniques. Uncovering the richness of contextual factors, subjective meanings, consumer experiences and social interactions within the phygital environment yields meaningful insights into consumer decision-making and preferences. These insights help marketers craft better phygital marketing strategies. Originality/value This interpretivist framework presents a unique approach for researchers hoping to investigate consumer behavior in phygital environments. It offers deep insights and understanding of this largely unexplored space, contributing to the evolving body of knowledge in phygital studies.

Consumer Behavior in Food Delivery Applications: A Systematic Literature Review and Future Research Agenda

Over the past few years, there has been notable interest among consumers in food delivery applications. Consequently, understanding consumer behavior within this context has become crucial for practitioners seeking to execute effective marketing strategies. While academic studies in this field are gaining traction, there remains a lack of a comprehensive overview. Existing literature on the subject is often fragmented and inconsistent, hindering a thorough comprehension of consumer behavioral patterns in food delivery applications. Thus, this study aims to address this gap by conducting a systematic literature review to organize and synthesize current knowledge on consumer behavior in such applications, elucidating how consumers interact within these platforms. We analyzed 587 journal articles extracted from primary databases (Scopus and Web of Science), ultimately reviewing 112 articles spanning from 2014 to August 2023. Furthermore, we developed a conceptual framework to fully grasp the variables influencing consumer behavior, showcasing frequently reported factors in food delivery application literature. This research also identifies nine directions for further exploration, including regional and country comparisons, methodological approaches, theoretical perspectives, demographic analyses, independent variables, moderating effects, affective and cognitive evaluations, outcome responses, and drone-based food delivery application perspectives. This review is expected to offer valuable insights for both researchers and practitioners.

Advancing the consumer behaviour theory in halal food: review literature and directions for future research

Purpose This paper aims to examine existing literature on halal food consumption from the perspective of consumer behaviour research. It identifies progress, current state and gaps and provides direction for future research to advance the field. Design/methodology/approach This paper reviewed papers from 2007 to 2023 using Scopus and WOS databases. The review used the Theories–Context–Characteristics–Methods (TCCM) framework and followed the scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR) protocol. Findings The review summarises the methods, theory and approaches used in the topic and presents key findings and a proposed framework. It can guide future researchers in developing their models, making it a valuable starting point for future research. Despite the existence of SRL in halal food to the best of the authors’ knowledge, this work is the first review that proposes a model for halal food in consumer behaviour. Originality/value This review provides a twofold contribution. First, this review's theoretical contribution is advancing consumer behaviour literature on halal food. Second, this work's practical contribution is to enrich practitioners' understanding of the antecedents of consumer behaviour regarding halal food. This is the first review proposing a consumer behaviour model for Halal food. It makes a theoretical contribution to understanding consumer behaviour on Halal food and provides practical insights for practitioners.

Investigating factors that influence the purchase behaviour of green cosmetic products

The escalating global concerns regarding sustainable development issues have transformed the landscape of consumer behaviour, urging businesses to incorporate green practices and raise awareness among consumers. There is an ongoing debate concerning attitude-intention and product category gap. The study aims to bridge this gap by investigating the green cosmetic purchase behaviour of female consumers in South Africa by exploring factors such as awareness, product information, product availability, environmental concern, perceived barriers, perceived price, and attitude. The study employs the alphabet theory, previously utilised in qualitative research, to quantitatively examine the relationship between various factors and green cosmetic purchase intention. By applying this theory, the study contributes to its expansion and offers a unique framework for understanding consumer behaviour in the green cosmetic industry.This study collected data by conducting an online and face-to-face survey with 295 South African consumers. The results revealed that perceived price and attitude significantly influence the purchase intention of green cosmetic products amongst females in South Africa. While awareness, product information, product availability, environmental concern and perceived barriers needed a mediating variable (attitude) to influence the purchasing intention of green cosmetic products of female consumers in South Africa. The study highlights the practical implications for marketers by providing insights into designing effective green marketing strategies. The study's findings can aid marketers in tailoring their communication and developing a targeted green marketing mix that resonates with female consumers in South Africa.

Luxury Consumption Tendency: A Comparative Study Between Chinese and Portuguese Consumers

A statistical model comparing national and cultural differences in luxury consumption tendencies is presented in this paper. The objective is to investigate the factors influencing luxury consumption tendency, such as social influence, conspicuous consumption, and brand image, and their impact on consumer purchasing behavior and life satisfaction. Specifically, the Tend and Befriend Theory, the Compensatory Control Theory, and the Technology Acceptance Model are utilized to analyze the model. The quantitative analysis is based on cross sectional data with 401 valid questionnaires from Portugal and 369 from China. Comparative analysis is conducted to evaluate attitudes toward luxury consumption tendencies in both Chinese and Portuguese samples. The results indicate that social influence, conspicuous consumption, and brand image have a positive effect on luxury consumption tendencies. Moreover, luxury consumption tendencies are positively correlated with life satisfaction, the urge to buy, and luxury spending. Differences between Portuguese and Chinese consumers are observed, attributed to cultural variations. This study enhances our understanding of consumer behavior in luxury markets by elucidating influential relationships that impact consumer decision-making and life satisfaction, while also highlighting cultural influences.

-COMMERCE DATA ANALYSIS

In an increasingly digital and data-driven business landscape, e-commerce has become a critical domain for companies seeking to understand customer behaviour, enhance operational efficiency, and boost profitability. This project embarks on an exploration of e-commerce data analysis, focusing on its application in business optimization. In today's digital landscape, e-commerce platforms have revolutionized the way businesses operate and consumers shop. With the exponential growth of online transactions, the need to understand consumer behaviour and optimize business strategies has become paramount. This project aims to delve into the realm of e-commerce data analysis, leveraging diverse datasets to extract meaningful insights and drive informed decision-making. The study commences with data collection from multiple sources, including user interactions, purchase histories, demographics, and website traffic. Various analytical techniques such as descriptive analytics, predictive modelling, and machine learning algorithms are employed to extract valuable patterns, trends, and correlations from the amassed data. The findings from this analysis are crucial for ecommerce businesses to streamline operations, enhance customer satisfaction, and drive revenue growth. The project aims to contribute actionable insights that can be utilized by e-commerce stakeholders to make data driven decisions and stay ahead in a highly competitive market. The objectives of this study are to investigate and synthesize the existing literature on various facets of e-commerce data analysis, encompassing frameworks, data sources, metrics, customer behaviour analysis, personalization, recommendation systems, fraud detection, security measures, market basket analysis, cross-selling strategies, supply chain management, inventory control, user experience enhancement, A/B testing, and ethical considerations. By assessing these key areas, this project seeks to provide a comprehensive understanding of how data analysis techniques can be harnessed to improve e-commerce businesses' decision-making, customer satisfaction, and security. With the exponential growth of e-commerce platforms in recent years, there is a wealth of data available that offers valuable insights into consumer behaviour, market trends, and business performance. This study aims to conduct a thorough analysis of e-commerce data to uncover meaningful patterns and trends, providing businesses with actionable intelligence to enhance decision-making processes. The research methodology combines descriptive statistics, machine learning

The role of AI in understanding consumer behavior in the utilisation of agrochemicals: A systemic review

Agribusinesses play a vital role in enhancing the agricultural sector through the supply of essential farming requisites such as agrochemicals. This study examined the role of artificial intelligence in the Nigerian agricultural sector and the impact of consumer behaviour on the agrochemical industry. The significance of agrochemicals in modern agriculture and the environmental challenges associated with their excessive use were reviewed. Furthermore, this study explored the application of Artificial Intelligence (AI) in understanding consumer behaviour and its implications for marketing strategies.