Young Customers Research Articles

Factors affecting the Gender- based Consumer purchase intention towards Ethical Fashion (A case study on undergraduates of the University of Sri Jayewardenepura)

The study examines the factors affecting the gender-based consumer purchase intention towards ethical fashion in Sri Lanka. Primary data was gathered using self-administrated questionnaire through online platform and physically. Sample of the study was selected using stratified and simple random sampling techniques through undergraduates from three selected faculties of the University of Sri Jayewardenepura. Sample size of the study was 371 respondents including 228 female and 143 male undergraduates. Both descriptive analysis and Structural Equation Modelling (SEM) method were applied for the quantitative data. Findings of the study revealed that both the female and male consumers have an identical level of awareness regarding the ethical fashion market and related scopes. The respondents of the study have a positive impression on ethical fashion concept, and they believe that the concept itself is necessary for the betterment of the society and environment. Attitudes and beliefs regarding ethical fashion and subjective norms were identified as the major factors which affect the purchase intention towards ethical fashion among the consumers. Furthermore, it was found that gender doesn’t have any moderate effect in determining the consumers’ purchase intention towards ethical fashion in the young adult consumers in Sri Lanka. Findings of the study suggested that the fashion industry should implement new methods to motivate the purchasing intention of young customers. Also, such methods should promote the core values of ethical fashion concept as most of the consumers are not aware about those and for the expansion of the ethical fashion industry.

The impact of logistics and marketing customer service on e-commerce

Purpose: The aim of the study is to retain young customers shopping online. The subject of the study concerns the area related to management and optimization of management during online logistics and marketing purchases. Design/methodology/approach: E-commerce has been steadily gaining more and more supporters in recent years. The Covid-19 pandemic and the restrictions introduced in stationary trade were of particular importance for online shopping. The role of logistic customer service and the impact of online advertising on purchasing decisions were examined. Survey research is the most popular method of social research, therefore, in order to obtain data necessary to achieve the goal of the work, a research tool was used, which is a survey questionnaire. Findings: A detailed analysis concerned the impact of online advertising on the purchasing decisions of young consumers. It is an inseparable element of using network resources and allows you to reach a very wide audience - Internet users. It is this type of advertising that has the greatest impact on consumers, which is related to the constantly growing number of people using the Internet. Originality/value: The publication covers the subject of impact of logistics and marketing customer service on e-commerce. Combining interdisciplinary research in the areas of management and quality science with economics and finance. Keywords: e-commerce, logistic customer service, internet marketing. Category of the paper: research paper.

Mediation Effect of Technology Adaptation Capabilities Between the Relationship of Service Quality Attributes and Customer Satisfaction: An Investigation on Young Customers Perceptions Toward E-Commerce in China

Mediation Effect of Technology Adaptation Capabilities Between the Relationship of Service Quality Attributes and Customer Satisfaction: An Investigation on Young Customers Perceptions Toward E-Commerce in China

Factors Influencing Gen-Z's Intention to Buy Green Cosmetics in Ho Chi Minh City, Vietnam

Doing business in big cities is always considered the top concern of business owners. Assessing customer concerns is a requirement. Especially for young customers. This study focuses on identifying and analyzing the influencing factors of Generation Z's intention to purchase green cosmetics in Ho Chi Minh City. The results indicate that four important factors are eco-label and brand certification, perception of behavioral control, perceived effectiveness, and subjective norms. Furthermore, the study offers practical recommendations to enhance these factors and educate the Gen Z community and businesses in Ho Chi Minh City about green cosmetics.

Gamification: Saving in Digital Banking is Like Playing A Game

Manuscript type: Research Paper Research Aims: The purpose of this paper is to explore the effect of gamification, such as badges, elements and challenges that are applied to banking features, on customers' intention to save Design/methodology/approach: This research explores how gamification is applied in digital banking. The study was conducted to test the effect of using the principles of badges, levels and challenges applied to savings can motivate millennials to save. Respondents are XYZ digital bank customers who were born between 1980 -2000. Data from 172 samples were analysed using partial least squares structural equation modelling, Research Findings: The results showed that gamification used in banking positively affects consumer decisions to save. Badge-element strongly predicts how gamification is perceived as motivation in saving activities. The results also show that levels-elements affect the customer's willingness to save, while the challenge element affects the least interest in saving. Theoretical Contribution/Originality: Research on the use of technology in the banking sector can contribute to banking facing intense competition. Further research is needed to explore gamification to improve young consumers' financial well-being and good saving behaviour. Practitioner/Policy Implication: The research supports the use of gamification in the banking sector because gamification can encourage young customers to save money. Research limitation/Implications: Even though gamification is a trending topic, its use in the banking sector must adhere to prudence principles.

Bank BTPN’s Financial Performance Before and After Jenius as a Digital Banking Product

Jenius from BTPN has attracted many customers and continues to grow every year. However, further research is needed to see the positive impact of Jenius on Bank BTPN's financial performance. Therefore, this study was conducted to test the differences of BTPN’s financial performance before and after launching Jenius digital bank products. This study uses CAMELS indicator as the proxy of financial performance. The sample is selected by using purposive sampling method. The criteria used to obtain the sample the annual reports of Bank BTPN before launching Jenius (2013-2015) and after launching Jenius (2017-2019). Based on these criteria, a sample of 3 annual reports of Bank BTPN before launching Jenius and 3 annual financial statements of Bank BTPN after launching Jenius is obtained. The paired t-test method was employed to examine the data by using SPSS25 software. The Jenius digital banking product is one of many BTPN products. When Jenius was first introduced, it was able to attract the enthusiasm of customers, especially young customers because digital devices are part of their daily life. Jenius could not improve Bank BTPN’s financial performance significantly because it was just one of their products. This was also because most people are not yet familiar enough with digital banking. Based on the analysis that has been carried out using the t-test, the results obtained are not the same across all the variables tested. The results of this study indicate that there are significant differences between the NPL and BOPO values of Bank BTPN. Meanwhile, other variables such as CAR, ROE, LDR, and risk-weighted assets according to Bank BTPN before and after launching Jenius digital bank products, there is no significant difference. Jenius needs to be appreciated because it has become the role model for digital education for banking users since it was first launched in 2016. Keywords: Digital Banking; Financial performance; CAMELS; BTPN; Jenius

Do Customers Want to Communicate with Insurers on Social Media? An Investigation of the Swiss Market

Social media usage has grown rapidly in recent years, and with it companies’ interest in interacting with their customers on these platforms. It is, however, not yet clear whether customers welcome more intense relationships on social media and what drives this acceptance in more detail. Our research aims at understanding how age, gender, geography, usage, type of platform, personality, and current insurance provider impact customers’ attitudes towards interacting with insurance companies in the Swiss market. We find that age and frequency of use, in particular, impact acceptance, with younger customers much more open to interactions and insurance presence more welcome on more frequently used tools. This is an encouraging result for insurers, as customers tend to welcome them where customers are already frequently present. In addition, insurers can look forward to increasing interaction as younger individuals, who are more open to social media, age into core customers. Social context, on the other hand, plays only a minor role in customer preferences. The current insurance provider plays no significant role, in spite of insurance companies in the sample following widely different approaches to digital offerings and communication. This may be due to the early stage of development of the industry.

Factors influencing re-usage intention of online and mobile grocery shopping amongst young adults in South Africa

PurposeThis study investigates the factors influencing re-usage intention of online and mobile grocery shopping among young adult consumers in South Africa.Design/methodology/approachData were collected from selected young adult participants using a stratified probability sampling strategy. Smart PLS was used to analyse the data.FindingsThe findings of the study indicate that perceived usefulness (PU), peer review (PR) and attitude (ATT) positively influence continuance intention (CI).Research limitations/implicationsIn line with the available literature, there are few prior post-adoption studies that delineate the influence of individual characteristics on digital commerce usage activities. There is high mobile penetration as a result of positive digital commerce and mobile application usage and adoption, creating the need to investigate and better understand the drivers behind, not just adoption and usage, but continued use of digital commerce platforms and applications. Since the sample size is relatively small, further future research studies can test the same model with bigger sample sizes to assess generalisability of the results in different locations.Practical implicationsThis study adds to the current literature by concentrating on the extent to which systems and marketing elements influence young adult customers' intention to continue using online and mobile grocery shopping platforms in South Africa.Originality/valueThe study adds value from a theoretical standpoint, contributing to the antecedent factors of the technology acceptance model (TAM), theory of reasoned action (TRA) and stimulus-organism-response (S-O-R) model and giving marketing academics insights into what aspects drive re-use of online and mobile grocery shopping and on what should be the focus.

Generation Z’s perceptions and attitudes toward debt: a case study of young consumers in rural Michigan, USA

PurposeWhile there is a large body of research looking at consumers’ perception of debt, much of this previous research focuses on older generations. Less is known about the perceptions and attitudes toward debt of younger consumers, specifically those from Generation Z who are from rural areas in the USA. The purpose of this paper is to identify young rural consumers’ perceptions and attitudes toward debt.Design/methodology/approachThis quantitative research used surveys. A well-established scale for measuring consumer attitudes toward debt has been adopted and applied. Because of the sensitive and personal nature of debt, anonymous, self-reporting questionnaires were used to allow respondents to respond freely and minimize potential bias that could be caused by socially desirable responses. The young respondents who participated in the research were invited verbally or via email by the investigators to complete the survey online via QuestionPro.FindingsThis study found the majority of consumers from Generation Z reported that using credit is basically wrong. Also, these young consumers claimed that being in debt is never a good thing. Additionally, the authors found gender differences. Young male consumers were more likely to claim that they had their debt under control, and young female consumers were more likely to claim that financial debt had influenced their life.Originality/valueThese Generation Z perceptions provide constructive data for use in evaluating and amending marketers’ strategies to better connect with the young customers. Companies may want to stress how their products are risk adverse, provide a sort of financial security and will not leave the customer in debt. This is especially important following the COVID-19 pandemic as local businesses in a college community are trying to attract students back to their establishments.

Smart Textiles in Building and Living Applications: WG4 CONTEXT Insight on Elderly and Healthcare Environments

Over the past 30 years, the development of new technologies and especially of smart textiles has unavoidably led to new applications of traditional textiles in the built environment. Depending on special constructional needs (i.e., acoustic insulation, thermal insulation, shading system, etc.) or health monitoring and supporting needs (i.e., for patients with chronical disease, etc.), an increasing number of possible applications has been proposed to improve human well-being. This is especially the case for healthcare environments (like elderly or nursing homes, etc.), but also educational environments (like schools, etc.) where young or old customers can benefit from technological innovation in several ways. As an ongoing activity of WG4 members for the CA17107 “CONTEXT” European research network, this study presents a review on selected applications for building and living solutions, with special attention to healthcare environments, giving evidence of major outcomes and potentials for smart textiles-based products.

THE ROLE OF RELIGIOSITY IN THE CONTEXT OF THE ANXIETY TOWARD PANIC BUYING AND COMPULSIVE BUYING IN THE COVID-19 PANDEMIC

This study explores consumer Panic Buying (PB) and Compulsive Buying (CB) due to consumer anxiety during the COVID-19 pandemic. The role of the religious moderator was also tested to influence consumer attitudes and behavior towards PB and CB to carry out responsible consumption. To empirically test consumer shopping behavior to- wards groceries during the COVID-19 pandemic in East Java, Indonesia. Using the conve- nience sampling approach, data were gathered from young and adult customers in East Java, Indonesia. Through an online survey, 334 customer answers were obtained. The hypotheses were tested using SEM-PLS, which could analyze variables’ effect and role in the complex model. The results indicate that anxiety significantly affects panic buying and compulsive buying. Then panic buying has a significant effect on compulsive buying. Further, the results show that anxiety indirectly influences panic buying and compulsive buying. Likewise, religiosity can suppress consumer anxiety when they want to make panic buying and also compulsive buying. This study further contributes as a pilot study on the role of religion in consumer behavior research in a pandemic context, where consumer religiosity can significantly suppress their anxiety in terms of their panic buying and compulsive buying. This study has special implications for retail stores and government agencies for planning retail and social policies that are positive for consumer behavior during a pandemic.

The Effect of Celebrity Endorsement on Young Consumer Purchase Intention in Bangladesh: An Empirical Study

Purpose: The purpose of this study is to investigate the effect of celebrity endorsement components (expertise, attractiveness, and trustworthiness) on brand attitude, brand loyalty, and purchase intention. This study looks at the elements of celebrity endorsements that influence young consumers' purchasing preferences in the Barishal region of Bangladesh. Methodology: The study model incorporates constructs from earlier literature that have been proven to have substantial relations with purchasing intention. A self-administered questionnaire has been used through an online survey to collect 205 data from young people aged 20 to 24. Additionally, SPSS has been used to analyze the data. Findings: The study demonstrates that celebrity expertise and trustworthiness significantly influence brand attitudes and brand loyalty. However, celebrity attractiveness is not much impacted by brand attitudes and brand loyalty. The study also demonstrates that brand loyalty is the most substantial influence on purchase intention. Practical Implications: The findings of this study will help producers, marketers, merchants, and advertisers figure out what traits of a celebrity contribute to a favorable brand attitude, brand loyalty, and buy intention. Originality: This paper empirically examines how different variables affect celebrity endorsement’s influence on the buying behaviour of consumers’ decisions of young customers. Research Limitations: In this study, the respondents are young, so the findings may not be applicable on a general basis.

Purchase Intention of Smartphones from China of Young Consumers in Bangladesh Based on Theory of Planned Behavior

The research intended to find out the purchase intention of smartphones from China of the young customer in Bangladesh. The research is the first attempt to find out the purchase intention of smartphones from China of young consumers in Bangladesh. The study focused on the young generation of Bangladesh basically. Hence, the study will concentrate on more than 200 university and college students in Bangladesh. The focus of the study is on behavioral intention to purchase smartphones and factors influencing purchasing intention. The development of the framework emerged from the discussion in the literature about the concepts of behavioral intention to purchase smartphones. The research follows the Theory of Planned Behavior (TPB). The data and information collected are transferred into the entry template using statistical packages for social science. The study found that perceived usefulness or attitude, subjective norms, perceived behavioral control, trust of quality, and brand goodwill of consumers significantly influence the purchase intention and behavior of purchasing smartphones from China of young consumers in Bangladesh. Moreover, purchase intention has a direct effect and mediating effect on perceived usefulness or attitude, subjective norms, perceived behavioral control, trust, and behavior of purchasing smartphones from China of young consumers in Bangladesh.

How do online review valence and ratings interact with consumer-generated visuals?

ABSTRACT The growth of social media and technology has given online reviews more importance and popularity. Consumer-generated visuals (pictures and videos), together with words and numerical components, are increasingly being used in online reviews. However, more research is necessary to understand how these components interact. This study aims to examine the relationships between review valence, numerical ratings, and hotel booking intentions, and investigate the interactions between consumer-generated visuals and demographics on these relationships. An online questionnaire was used to collect data using a convenience sample of 418 customers from Oman. The proposed model was tested using Structural Equation Modeling. The results demonstrated that negative review valence, positive review valence, and rating usefulness are all significant predictors of hotel booking intentions. The results also show that young and female customers are more affected by review valence and rating usefulness. Consumer-generated visuals play a moderating role, where the relationships between hotel booking intentions and review valence and ratings are weaker when customers are attentive to visuals. The study’s results underline the role of negative valence, rating usefulness and visuals, and offer theoretical and practical implications.

The Effect of Mobile Payments on Retailer Firm Value: The Moderating Role of Promotions, Customer Segment, and Rollout Strategy

Mobile payment technology platforms are quickly gaining popularity. Despite this growth, academic research offers little insight into how adopting mobile payment technology impacts firm value. Further, extant studies are silent on the factors that determine the outcome of pursuing this strategy. Results from an event study of 152 announcements of mobile payments show an increase in firm value by an average of 1.03%, highlighting their effectiveness. Further analysis reveals characteristics of mobile payments that can augment this change in firm value. Specifically, positive firm value accrues when retailers promote the use of mobile payments to their customers. The authors also find that, compared with retailers whose target market comprises older customers, retailers targeting younger customers benefit more from adopting mobile payments. Finally, this study reveals an early-mover advantage, which is maximized in conjunction with an expansive, national rollout strategy. In fact, although a national rollout can be more beneficial early, the results show that for retailers that adopt mobile payments later, there is no difference between using an expansive rollout or a more limited, phased rollout strategy.

Rural tourism activities in mass tourism destinations: residents vs non-residents perspectives

Actividades de turismo rural en destinos de turismo de masas: Perspectivas de residentes vs no residentesResumenObjetivo Este trabajo examina las preferencias del turismo rural como nicho de mercado alternativo a los destinos turísticos de masas. El análisis discute las diferencias en las percepciones y la disposición a pagar por varios paquetes de actividades de turismo rural en la isla de Gran Canaria entre residentes y no residentes.Diseño/metodología/enfoque El análisis se basa en una muestra de conveniencia de potenciales clientes jóvenes que están familiarizados con las actividades recreativas al aire libre en la naturaleza. El estudio considera un experimento de elección discreta que incluye el tipo de alojamiento, así como cuatro tipos de actividades de turismo rural: activo, pasivo, cultural y acuático. El grado de preferencia por los atributos considerados se obtiene a partir de la estimación de diferentes modelos de elección discreta.Resultados Los resultados revelan que la inclusión de los atributos investigados en los paquetes vacacionales aumenta la utilidad de los turistas, lo que motiva la promoción del turismo rural para jóvenes residentes y no residentes. Las diferencias más significativas en las percepciones de los atributos entre residentes y no residentes se encontraron en las actividades de buceo/snorkel y observación de estrellas, así como en el tipo de alojamiento y el precio del paquete.Originalidad Hasta donde los autores saben, este es el primer estudio que evalúa la disposición a pagar por paquetes de turismo rural como una alternativa más sostenible en destinos de turismo masivo y que tiene en cuenta las percepciones de los residentes frente a los no residentes.Implicaciones prácticas El estudio contribuirá a una mejor comprensión de un mercado turístico alternativo que ayudará a los principales agentes del sector turístico a atender mejor este importante segmento de la industria y a fomentar un turismo más sostenible en el futuro.

Driving youngsters to be green: The case of plant-based food consumption in Indonesia

Environmental degradation and the rising popularity of healthy, sustainable diets have increased public awareness of the importance of plant-based food (PBF). This creates opportunities for unique business development, and comprehending strategies to strengthen consumers' favorable green attitude and behavior is crucial. Youngsters embrace this shift in food choice. This study aims to provide a holistic understanding of the formation of attitude and behavioral intention toward PBF by integrating consumption value, environmental concern, and perceived cost as the drivers, as well as assessing the gender moderating role. Data was gathered through online questionnaires from 334 young green customers from Indonesia's greater Jakarta region. Using partial least squares for data analysis, this study reveals that environmental concern, and the functional, social, and conditional values are significant predictors of attitude and behavioral intention. Further, this research shows that gender does not moderate the association between attitude and behavioral intention, and its drivers. These findings provide guidance for PBF business managers to improve their competitiveness and, at the same time, contribute toward a more sustainable environment.

Towards Cash-Less Economy

Recently, there has been speedy development of mobile technologies and an increase in diffusion of smartphones among young people. This has provided opportunities for innovative companies to create new payment solutions to their young customers. Although there has been a lot of coverage on consumer acceptance of mobile payments, only limited studies in Tanzania provide guidelines for NFC technology acceptance. This study aimed at examining factors influencing the acceptance of NFC technology in Tanzania using young customers (students). Current research modifies UTAUT framework based on existing literature to achieve the stated purpose. The snowball sampling technique was used to select 405 students from the IFM. SEM was employed in the analysis of collected data. The findings reveal that both security and trust are significant and positively affect adoption of NFC technology in Tanzania. Surprisingly, the results also indicated that the combination of social influence and security explains 84% of the trust. The implication, limitations, and future studies were also discussed.

Conflict with customers: the limits of social support and job autonomy in preventing burnout among customer service workers

PurposeThe purpose of this study is to examine the burnout of workers in customer service roles as a result of conflict with customers; and the role that coworker support, non-work-related social support and job autonomy play in buffering customer service workers from conflict with customers.Design/methodology/approachA sample of 191 young customer service workers completed an online self-report questionnaire.FindingsAlthough it was found that coworker support, non-work-related social support and job autonomy moderated the relationship between customer conflict and burnout, the form of the interactions was not as expected. Rather than buffering customer service workers specifically against customer conflict, it was found that as customer conflict intensifies, it gradually erodes the positive benefits that coworker support, general social support and job autonomy have in preventing burnout as a result of general work stress.Originality/valueThis study is one of few to empirically investigate the unique stressors experienced by customer service workers. It also expands understanding of social support and job autonomy in the context of work stress, demonstrating that there are limits to the effectiveness of these personal and organizational resources in preserving worker well-being.

Customer Perception of Online Food Delivery and Analysis of Factors Affecting Customers – Based on Young Chinese Customer Behavior Survey

The online food delivery industry has great potential for development in China. As a new type of service industry, online food delivery has changed with time and China's economic development. Therefore, understanding customer needs and requests requires constant updating. Only by better understanding the needs of customers can more targeted suggestions be provided for Chinese food delivery development. This study was conducted in the early stage of the COVID-19 outbreak in China, which represents a unique point in time. As described in this study, a binary logistic regression model is adopted to analyze factors that affect food delivery orders. Empirical studies have found that living expenses of 2001-4000 yuan, 4001-7000 yuan, and bad weather have a significant positive effect on purchasing behavior. Online food delivery users assign a high degree of emphasis on the taste of meals. These results suggest some strategies to attract Chinese online food delivery users: improving food safety supervision, maintaining the taste of meals, and increasing review system credibility.