The moderating role of subjective norms and self-congruence in customer purchase intentions in the LCC market: Do not tell me I am cheap

2020 ◽  
pp. 100595
Author(s):  
Minho Suk ◽  
Minki Kim ◽  
Wonjoon Kim
Keyword(s):  
Subjective Norms ◽  
Purchase Intentions ◽  
Moderating Role

The Role of Culture-Level Factors in Shaping On-Line Purchase Intentions

2008 ◽  
Vol 9 (1) ◽  
pp. 59-90
Author(s):  
Vladimir Pashkevich ◽  
David Curry ◽  
James Kellaris ◽  
Norman Bruvold
Keyword(s):  
Information Search ◽  
Behavioral Intention ◽  
Product Information ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Consumer Intentions ◽  
On Line ◽  
Formative Indicators ◽  
Moderating Role

The primary goal of this research is to enhance our understanding of the moderating role that culture-specific variables – individualism/ collectivism and culture context – play in shaping consumer intentions to use the Internet for product information search and shopping. Specifically, this research (a) operationalizes the concept of culture context by constructing an index with formative indicators, (b) develops reliable and valid scales for measuring constructs comprising the Theory of Planned Behavior (TPB), and (c) examines the boundary conditions and generalizability of the TPB in Internetmediated consumption settings. We show reliable support for the interaction between culture context, subjective norms and behavioral intention. Implications for marketing practices across cultures are discussed.

Consumer–Celebrity Parasocial Interaction: A Conditional Process Analysis

2021 ◽  
pp. 097215092110103
Author(s):  
Yadvinder Parmar ◽  
Bikram Jit Singh Mann
Keyword(s):  
Sampling Method ◽  
Process Analysis ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Parasocial Interaction ◽  
Conditional Process Analysis ◽  
The Relationship ◽  
Self Administered Questionnaire ◽  
Moderating Role

This article aims to empirically examine the mediating impact of consumer’s parasocial interaction on the relationship between celebrity images on the consumer’s purchase intentions. It aims to empirically investigate the moderating role of celebrity liking in the formation of consumer’s parasocial interaction. Four different versions of self-administered questionnaire using different celebrities as a stimulus were developed. Data were collected from 484 respondents. Quota cum judgemental sampling method was used for the study. The findings show that parasocial interaction mediates the relationship between celebrity images and purchase intentions. It also reveals positive moderating effect of celebrity liking. It has significant implications for marketers and academicians.

Promote the price promotion

2014 ◽  
Vol 26 (7) ◽  
pp. 1065-1082 ◽  
Author(s):  
Hui-Chun Huang ◽  
Ya-Ting Chang ◽  
Che-Yi Yeh ◽  
Chung-Wei Liao
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Moderating Effects ◽  
Price Promotions ◽  
Content Type ◽  
Chain Stores ◽  
Moderating Role

Purpose – The authors empirically evaluated the effect of price promotions on customer quality evaluations and repeat-purchase intentions in coffee chain stores. The moderating role of customer characteristics in this process was also investigated. Design/methodology/approach – Consumers in 12 coffee chain stores were surveyed and 488 usable questionnaires were obtained. Relationships in the test model were examined using structural equation modeling techniques. A multiple-group solution was used to test the moderating effects of consumer characteristics. Findings – The results of structural equation modeling analyses suggested that price-promotion activities at Starbucks in Taiwan had a favorable effect on customer quality evaluations and positively influenced repeat-purchase intentions. The moderating effects of consumer characteristics were partially supported. Whereas sex showed no significant moderating effect, consumption frequency did demonstrate a moderating effect. Practical implications – The results indicate that existing customers may see price promotions at Starbucks in Taiwan as a reward or incentive, and thus lead to an increase in favorable evaluations. The findings provide a new perspective that may encourage those involved in the marketing of coffee chain stores to manage price promotions in a more strategic manner by considering customer characteristics. Originality/value – The effects of price promotions on brand evaluation remain controversial and may vary among product categories. Additionally, most studies regarding price promotions have used an experimental approach, and few studies of price promotions in the coffee industry have been reported. The study is among the first to empirically examine the effects of price promotions and the moderating role of consumer characteristics in the process at coffee chain stores.

scholarly journals Entrepreneurial Intention: The Moderating Role of Improvisation on Student Faculty of Economics, State University of Malang

2021 ◽  
Vol 2 (4) ◽  
pp. 318-335
Author(s):  
Desi Anggrianto ◽  
Ery Tri Djatmika ◽  
Wening Patmi Rahayu
Keyword(s):  
Self Efficacy ◽  
Entrepreneurial Intention ◽  
Subjective Norms ◽  
Entrepreneurial Intentions ◽  
Male Students ◽  
Hierarchical Regression ◽  
State University ◽  
Analysis Techniques ◽  
Moderating Role

Scholars and students are believed to be capable of becoming educated entrepreneurs and opening job vacancies to overcome unemployment. This research was carried out to investigate the entrepreneurial intention of students of the Faculty of Economics, Universitas Negeri Malang, in which the entrepreneurial intention is the closest to the act of entrepreneurship. This research is a quantitative study using analysis techniques hierarchical regression. The results showed that entrepreneurial intention was influenced by self-efficacy and improvisation, while personality and subjective norms did not affect the entrepreneurial intention. The interaction relationship between self-efficacy and improvisation affected negatively on entrepreneurial intentions. Male students were found to have higher entrepreneurial intentions than women.

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