Search results

1

The Role of Signals in Online Auction Purchase Decisions

100%

Cypryjański J., Grzesiuk A.

Folia Oeconomica Stetinensia

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2015

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vol. 15

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issue 1

53-68

EN

There is a growing interest in behavioural economics contradicting the empirical prediction of rational choice theory once applied to online auctions. The issue is of particular relevance due to the large use of online auctions and the anticipated growth in the future. Online auctions combine the conventional auction model with information technology. However, information asymmetry within such auctions causes risks and uncertainties that influence consumer purchase intentions. The research investigates online consumers’ behaviour. The Authors suggest that due to the high perceived risk of the online buying process consumers are prompted to use cues of seller’ reputation. In a series of six experiments conducted via the auction site Allegro.pl in Poland a number of signals from auction web pages has been manipulated to influence purchase intention. The results suggest that several signals can be used to stimulate online customers’ behaviour. The results of these experiments indicate that buyers are more susceptible to the influence of “visual” signals than signals that require greater involvement of the buyer (to read information). The conducted experiments contribute to a more comprehensive understanding of online auction users’ behaviour. And finally it provides some managerial implications to increase online auction effectiveness from the seller’s perspective.

2

The Impact of Advertising Appeals on Purchase Intention for Women’s Fashion Products in Malaysia

100%

Farihah Bt. Isamudin N., Tahir Jan M.

Journal of Marketing and Consumer Behaviour in Emerging Markets

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2021

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issue 1(12)

19-36

EN

This paper is mainly focused on analyzing the impact of four advertising appeals, namely love appeal, humor appeal, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected from 303 respondents using selfadministered online questionnaire that was distributed among social media users in Malaysia. The collected data went through an extensive process of screening and sorting to prepare for the analyses. Several important tests were conducted using analytical tools, namely IBM Statistical Package for the Social Sciences (SPSS) and its added module, AMOS to reach the fi ndings. Among them are a descriptive analysis, reliability tests, an exploratory and confi rmatory factor analysis, and hypothesis testing. In addition, two-stage structural equation modeling (SEM) was used to test for the fi tness of the proposed model. The fi ndings from the study revealed that two out of four advertising appeals, namely excitement appeal and love appeal, had signifi cant positive impacts on consumers’ purchase intention. Meanwhile, humor appeal and happiness appeal were found to have insignifi cant impacts. This research provides invaluable insights for marketers, especially those in women’s fashion industry in Malaysia, in creating eff ective advertising campaign to promote their fashion products to consumers in Malaysia. A unique attempt to investigate the individual impact of love appeal, humor appeal, happiness appeal, and excitement appeal on purchase intention is the strength of this research. Further, this study is also invaluable because of its main consideration, which was women’s fashion products.

3

Marketing Sports Products on Facebook: The Effect of Social Influence

88%

Seng C. S., Keat L. H.

Physical Culture and Sport. Studies and Research

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2014

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vol. 61

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issue 1

65-73

EN

There has been an increase in the use of social network sites as a marketing medium for commercial products and services. The aim of this paper is to examine the effectiveness of social network sites in influencing both consumer perception of quality of sports products and consumer intention to purchase sports products. A Facebook page of a fictitious brand of sports shoes was set up. The control group (n=57) was exposed to a page with only minimal information about sports shoes while the experimental group (n=59) was presented with additional information on the wall page consisting of ‘likes’ votes and positive comments about sports shoes. The findings suggest that online social influence not only can affect consumer perception of quality of a sports brand but also consumer buying intention. However, the effect that social influence has on purchase intention is limited to consumers with a low level of sports involvement and participation.

4

The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?

88%

Gilal F., Gilal N., Gilal R., Gon Z., Gilal W., Tunio M.

Central European Management Journal

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2021

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vol. 29(1)

14-38

EN

Purpose: Drawing from attachment theory and categorization theory, the present study aims to investigate the effects of brand attachment and brand passion on consumer purchase intention, and to explore the moderation effect of product involvement (i.e.a low-involvement convenience product vs. a high-involvement shopping product) in these relationships. Design/methodology/approach: To bridge this gap, we recruited n = 205 young consumers to test the hypotheses using AMOS 24.0 and SPSS 24.0. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and moderation analysis techniques were used as data analysis methods. Findings: Results show that when brand attachment and brand passion were assessed, the brand passion has the highest effect on purchase intention. Moreover, our data reveal that brand attachment is more likely to lead to consumer purchase intention for convenience products, while brand passion is more promising for increasing consumer purchase intention for high-involvement shopping products. Finally, we provide a detailed discussion of how these results can be applied to both research and practice. Implications: This study offers recommendations for how practitioners can strengthen purchase intentions of convenience and shopping brands in emerging markets. Originality/value: This study is the first to prove that brand attachment is a driver of purchase intention of low-involvement convenience brands, whereas brand passion is a more prominent predictor of the purchase intention of high-involvement shopping brands.

5

Developing customer inspiration in XYZ retail stores

88%

Tanjung V., Susanto Y. B., Rusdianto Berto A.

Journal of Management and Financial Sciences

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2023

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issue 47

35-49

EN

Many retailers have low sales due to the difficulty in the purchase decision of their customers. Previous research shows the lack of studies on the impact of store interiors on purchase decisions. This study aims to find out various visual merchandising factors that affect purchase intentions at XYZ retail stores and focuses on visual merchandising itself, as well as store environment and customer inspiration factors that affect customer behaviour. The non-probability sampling technique with analysing 140 respondents using an online questionnaire with SMART PLS was used to conduct this research. The results show that customer inspirations directly influence customers’ purchase intentions. Visual merchandising and store environment indirectly affect purchase intention as well, mediated by customer inspirations. The customer inspiration variable is in the good category in the XYZ store. It is recommended to use quick response in visual merchandising and develop a store environment virtually that can be connected to a customer’s device.

6

Is Gen Z so Different? An Analysis of the Impact of Comparative Advertising

75%

Gajanová Ľ., Nadányiová M., Majerová J., Kollár B., Pražáková A.

Communication Today

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2023

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vol. 14

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issue 1

66-85

EN

Comparative advertising, the legislative regulation of which has long discouraged European companies from using it, has become an essential component of promotion in recent decades, although the approach of individual countries to it differs significantly and its influence varies depending on the cultural aspect, or the age of the recipients. The study deals with Generation Z, which differs from previous generations in general, and therefore it is not possible to use the same procedures and methods for them as for the rest of the population. The aim of the study was to find out whether comparative advertising is suitable for Generation Z as an extraordinary cohort and whether this segment of potential customers can be considered as a homogeneous group or a heterogeneous object for business marketing communication. It was determined whether Generation Z trusts this type of advertisement (ad believability) and whether this advertisement positively affects their purchase behaviour (purchase intention). Due to the nature of the research objectives, one-dimensional descriptive statistics and two-dimensional descriptive statistics for the evaluation of interdependent variables (Chi-square test) were used. Based on our research, it can be argued that Generation Z perceives comparative advertising differently from the rest of the population and cannot be subjected to the same processes as other generations.

7

Antecedents of Word-of-Mouth Communication and Purchase Intention on Facebook

75%

Anastasiei B., Chiosa A. R.

Journal of Marketing and Consumer Behaviour in Emerging Markets

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2018

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issue 2(8)

33-45

EN

More and more business customers use social media to express their opinions about products, services and brands. This study aims to make a step further in understanding consumer engagement in electronic word of mouth (eWOM) on Facebook and its impact on recommending and purchasing products. To test our conceptual framework, structural equation modeling techniques have been applied to data collected through a self-administrated survey addressed to 640 Facebook users from Romania. Our model shows that Facebook’s perceived usefulness inﬂ uences customer brand engagement, which in turn has an important effect on the intention to purchase the brand and recommend it to others (word of mouth). Therefore, people who use Facebook as a source of information about products and services are top eWOM providers. A brand that seeks to build authority on Facebook should look for eWOM providers, convert them into fans and “feed” them with attention-grabbing information that is worth spreading. This way, most of the fans will provide free word-of-mouth advertising, becoming true brand ambassadors. Our study has established that Facebook’s perceived usefulness not only engages online users with brands, but also makes this medium a perfect eWOM tool: it builds trust in friends’ recommendations, and eventually, makes the users sincere supporters of the brands they like.

8

Motivation and Value of Low-Cost Green Car (LCGC) Purchase Intention Across Generations

75%

Kirana L., Windasari N. A.

Journal of Marketing and Consumer Behaviour in Emerging Markets

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2019

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issue 1(9)

30-41

PL

The low-cost green car (LCGC) is becoming one of interesting research topics in the automobile industry along with its unique characteristics of a vehicle product, tax incentives, and industry growth. The characteristics of this green product and its economic value are ultimately shifting customer behavior. Therefore, an understanding of the purchase motivation and value perception is crucial to determine the purchase intention. Perceived value acted as a full experience that customers received as a combination of thinking and feeling dimensions which are consistent with the utilitarian and hedonic motivations. Besides, LCGC sales have also been growing recently from the fi rst car owner until more senior customers who are predicted to have different motivations and values across generations. This study explores the LCGC car purchase intention of 240 customers in Indonesia to fi nd relationships of buyers’ motivation and perceived value to the LCGC purchase intention across generations X, Y, and Z. The result shows that hedonic motivation signifi cantly differs particularly between generation Y versus Z, and X versus Z. However, utilitarian motivation does not signifi cantly differ among generations. Further, perceived value also signifi cantly differs between generations X and Y.

9

Predicting Consumers’ Intention to Shop Online in an Emerging Market: A COVID-19 Perspective

75%

Islam A., Anjum N., Ahmed I.

Journal of Marketing and Consumer Behaviour in Emerging Markets

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2021

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issue 1(12)

4-18

EN

As an emerging economy, Bangladesh has witnessed a remarkable development in adopting information and communication technologies over the last decade. Hence, the fi eld of e-commerce is expanding rapidly and consumers are now using the internet as an alternative channel for buying. The fundamental purpose of this study is to predict consumers’ intention to purchase online during the COVID-19 pandemic in Bangladesh. Based on the Theory of Planned Behavior (TPB), this study attempts to explore certain factors (attitude towards online shopping, subjective norms, perceived behavioral control) aff ecting consumers’ online buying intention. A structured questionnaire has been used to collect the primary data through the CAWI survey method. A total of 157 respondents have participated in this study from diff erent universities in Sylhet city, Bangladesh. This study employed multiple regression analysis to test the proposed research model. The fi ndings indicate that all the predictors have a signifi cant impact on consumers’ behavioral intention to do online shopping during the COVID-19 pandemic. However, any developing country like Bangladesh has a genuine need for more research works on the e-commerce fi eld. This study provides some valuable insights into the adoption of the online shopping system in an emerging economy which helps the e-commerce industry to understand online consumers’ behavior to develop various marketing strategies accordingly. The study also contributes to the body of knowledge both at the academic and practical levels.

10

Afekt i poznanie w etnocentryzmie konsumenckim

63%

Maliszewska A.

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2005

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vol. 8

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issue 1

63-80

PL

Artykuł niniejszy bada zamiar zakupu produktów postrzeganych jako polskie lub zagraniczne u konsumentów o wysokim i niskim poziomie etnocentryzmu. Autorka koncentruje się na afektywnym i kognitywnym komponencie stosunku do produktów i na ich wpływie na zamiar zakupu. Ankietę wypełniło 100 osób. Wiek respondentów wahał się od 18 do 80 lat, a mężczyźni stanowili mniej więcej połowę z nich. W studium wykorzystano sześć różnych produktów pakowanych. Trzy z nich miały nazwy postrzegane jako polskie; pozostałe trzy produkty były postrzegane jako zagraniczne. Wyniki studium wykazują większy wpływ komponentu afektywnego na zamiar zakupu. Zjawisko to było jednak obserwowane jedynie wśród konsumentów o wysokim poziomie etnocentryzmu, a także wtedy, gdy postrzegali oni dane produkty jako polskie. Większy wpływ komponentu kognitywnego na zamiar zakupu zaobserwowano u respondentów o wysokim poziomie etnocentryzmu wtedy, gdy postrzegali oni dane produkty jako zagraniczne, a także wśród konsumentów o niskim poziomie etnocentryzmu bez względu na to, jak postrzegali pochodzenie danego produktu.

EN

This article examines purchase intention of products perceived as Polish or foreign among consumers with high and low levels of ethnocentrism. The author focuses on the affective and cognitive components of the attitude toward the products and their influence on purchase intentions. 100 people completed the study. The respondents ranged in age from 18 to 80, approximately half were men. Six different brands of packaged goods were used in the study. Three of them had names that were perceived as Polish; the other three products were perceived as foreign. The results of this study show a greater influence of the affective component on purchase intention. This was observed however only among consumers with high level of ethnocentrism and also when they perceived products to be Polish. A greater influence of cognition on purchase intention was observed among respondents with high level of consumer ethnocentrism and when they perceived products to be foreign. Also among consumers with low ethnocentrism regardless of the perceived origin of the products.

11

CONSUMER ETHNOCENTRISM, COSMOPOLITANISM, PATRIOTISM, COLLECTIVISM, CULTURAL OPENNESS, AND THEIR IMPACTS ON THE PURCHASE INTENTION FOR NON-AMERICAN PRODUCTS. A FIELD EXPERIMENT IN THE USA

51%

Erkaya Y.

Kwartalnik Naukowy Uczelni Vistula

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2019

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issue 2(60)

101-113

EN

This paper attempts to investigate the impact of consumer ethnocentrism, cosmopolitanism, patriotism, collectivism, and cultural openness on the purchase intention for non-American products. It is found by the majority of researchers in this field that the origin of the products might have a significant influence on consumers’ purchasing behaviours. Both marketers and academics are well-aware of the fact that a comprehensive understanding of consumer attitudes towards both domestic and imported products might be advantageous in formulating more effective marketing strategies. It is believed that, despite being investigated from different points of views, there is still a huge gap in literature and this paper will fill this gap a bit. As far as the methodology is concerned, a self-administered survey was distributed in the USA. Having tested reliability and validity of the model, a multiple regression analysis was employed to test the hypotheses. The results of this research assert that consumer ethnocentrism, patriotism, and collectivism have a negative impact on the purchase intention for non-American products, while both cosmopolitanism and cultural openness have a positive impact on the purchase intention for non-American products.

PL

Opracowanie ma na celu zbadanie wpływu konsumenckiego etnocentryzmu, kosmopolityzmu, patriotyzmu, kolektywizmu i otwartości kulturowej na zamiar dokonania zakupu nieamerykańskich produktów. Większość badaczy w tej dziedzinie stwierdza, że pochodzenie produktów może mieć istotny wpływ na zachowania nabywcze konsumentów. Zarówno sprzedawcy, jak i naukowcy są w pełni świadomi faktu, że pełne zrozumienie postaw konsumentów wobec zarówno produktów krajowych, jak i importowanych może być korzystne dla formułowania bardziej efektywnych strategii marketingowych. Uważa się, iż pomimo że badania są prowadzone z różnych punktów widzenia, nadal istnieje ogromna luka w literaturze, toteż opracowanie to częściowo wypełni tę lukę. Jeżeli chodzi o metodologię badań, w USA rozpowszechniono kwestionariusze do samodzielnego wypełnienia. Po przetestowaniu wiarygodności i ważności modelu zastosowano analizę regresji wielorakiej do zweryfikowania hipotez. Wyniki badania upewniają, że konsumencki etnocentryzm, patriotyzm i kolektywizm wywierają negatywny wpływ na zamiary zakupu produktów nieamerykańskich, podczas gdy kosmopolityzm i otwartość kulturowa mają pozytywny wpływ na zamiar zakupu nieamerykańskich produktów.

Refine search results

The Role of Signals in Online Auction Purchase Decisions

The Impact of Advertising Appeals on Purchase Intention for Women’s Fashion Products in Malaysia

Marketing Sports Products on Facebook: The Effect of Social Influence

The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?

Developing customer inspiration in XYZ retail stores

Is Gen Z so Different? An Analysis of the Impact of Comparative Advertising

Antecedents of Word-of-Mouth Communication and Purchase Intention on Facebook

Motivation and Value of Low-Cost Green Car (LCGC) Purchase Intention Across Generations

Predicting Consumers’ Intention to Shop Online in an Emerging Market: A COVID-19 Perspective

Afekt i poznanie w etnocentryzmie konsumenckim

CONSUMER ETHNOCENTRISM, COSMOPOLITANISM, PATRIOTISM, COLLECTIVISM, CULTURAL OPENNESS, AND THEIR IMPACTS ON THE PURCHASE INTENTION FOR NON-AMERICAN PRODUCTS. A FIELD EXPERIMENT IN THE USA