scholarly journals Research on Enterprise Digital Innovation, Consumer Digital Technology Readiness and Purchase Intention

2021 ◽  
Vol 275 ◽  
pp. 03080
Author(s):  
Xuge Song
Keyword(s):  
Digital Technology ◽  
Purchase Intention ◽  
Production Efficiency ◽  
New Products ◽  
Digital Age ◽  
Technological Readiness ◽  
Brand Building ◽  
Willingness To Buy ◽  
The Impact ◽  
Technical Readiness

With the development of digital technology, we have entered the digital age. Under the background of digital age, brands have to follow the trend of digitization. How to build and develop brands has become an important research. Most scholars research on brand building and development from the perspective of enterprises, while this research explores the impact of consumer technological readiness on purchase intentions in the digital context from the perspective of consumers. According to the findings of this study, consumers with high technological readiness hold an optimistic and innovative attitude towards digital technology, so they are willing to accept and try new products or services produced by the brand’s application of digital technology, and increase their willingness to buy brands; for consumers with low technical readiness, they have doubts and distrust of digital technology and have low driving belief, and their purchase intention is reduced for new products produced by brand application of digital technology. Digital technology has a favorable impact on the economic growth of enterprises. The application of digital technology greatly improves the production efficiency of enterprises and saves energy consumption for enterprises. Therefore, the growth of digital economy also brings benefits to energy-saving economy.

scholarly journals What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements

2017 ◽  
Vol 54 (6) ◽  
pp. 901-913 ◽  
Author(s):  
Lara Lobschat ◽  
Ernst C. Osinga ◽  
Werner J. Reinartz
Keyword(s):  
Online Advertising ◽  
New Products ◽  
Brand Building ◽  
Tv Advertising ◽  
Focal Firm ◽  
Banner Advertisements ◽  
Online Consumers ◽  
The Impact

Many firms are allocating increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers’ online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who have not visited the focal firm's website in the previous four weeks (nonrecent online consumers). For these consumers, banner and TV advertisements indirectly increase offline sales through website visits. For consumers who have visited the firm's website in the previous four weeks (recent online consumers), the authors find evidence for a cross-campaign, brand-building effect of banner advertising, and TV ads also directly affect offline purchases. Overall, the findings indicate that for firms that predominantly (or even exclusively) sell offline, banner advertising is most suitable to generate awareness for a firm's new products among nonrecent online consumers, and to build their brand(s) among recent online consumers.

scholarly journals Determinants of Consumers’ Willingness to Buy Counterfeit Luxury Products: An Empirical Test of Linear and Inverted U-Shaped Relationship

2021 ◽  
Vol 13 (3) ◽  
pp. 1194
Author(s):  
Qiong Wu ◽  
Shukuan Zhao
Keyword(s):  
Sustainable Development ◽  
Purchase Intention ◽  
Negative Impact ◽  
Positive Impact ◽  
Social Risk ◽  
Luxury Goods ◽  
Value Consciousness ◽  
Willingness To Buy ◽  
Luxury Products ◽  
The Impact

The proliferation of counterfeit luxury goods poses a great threat to the sustainable development of the luxury goods industry; it also disturbs the order of economic development, causes the aggravation of environmental pollution, and is contrary to the principle of global sustainable development. How to effectively weaken consumers’ willingness to buy counterfeit luxury products has become a focal issue. This research explores the impact of value consciousness, social risk perception, and face consciousness on the purchase intention of counterfeit luxury. In addition, this study explores the different mediating roles played by attitude. The results show that value consciousness has a significant positive impact on the counterfeit luxury purchase intention through the full mediation of attitudes. Perceived social risk not only exerts a direct negative impact on the purchase intention of counterfeit luxury products but can also indirectly influence intention through the partial mediation of attitudes. Besides, there is an inverted U-shaped relationship between face consciousness and counterfeit luxury purchase intention, and attitudes play a partially mediating role in this inverted U-shaped path. This research also has certain management implications for the government and luxury products companies to formulate relevant policies and marketing strategies to curb consumers’ willingness to purchase counterfeit luxury products.

scholarly journals The Impact of Remanufactured Products’ Similarity on Purchase Intention of New Products

2021 ◽  
Vol 13 (4) ◽  
pp. 1825
Author(s):  
Jun Lv ◽  
Xuan Liu ◽  
Shijie Cheng
Keyword(s):  
Purchase Intention ◽  
Negative Impact ◽  
New Products ◽  
Perceived Quality ◽  
Mediating Effect ◽  
Brand Reputation ◽  
New Perspective ◽  
The Impact ◽  
The Relationship

The remanufacturing industry can realize sustainability by saving resources and protecting the environment. The remanufactured products have a high similarity with the new products, and how they affect consumers’ evaluation of the new products is an important issue. This paper discusses the relationship between the similarity of remanufactured products and consumers’ willingness to purchase new products, with a mediating effect of perceived quality and a moderating effect of brand reputation. The empirical analysis based on 498 valid samples shows our conclusions below. First, the similarity of remanufactured products has a significant negative impact on the purchase intention of new products. Second, the perceived quality of new products plays a partial mediating role between similarity and purchase intention. Third, brand reputation negatively moderates the relationship between the similarity of remanufactured products and the perceived quality of new products. Furthermore, brand reputation also moderates the mediating effect of the similarity of remanufactured products on the purchase intention of new products through the perceived quality of new products. This paper suggests a new perspective for the research of remanufactured products and provides an important reference for the healthy and sustainable development of recycling and remanufacturing industry.

scholarly journals Ecology of the cognitive-educational space of the digital age

2019 ◽  
pp. 28-32
Author(s):  
Ekaterina Viktorovna Petrova
Keyword(s):  
Emotional Intelligence ◽  
Digital Technology ◽  
Information Society ◽  
Negative Impact ◽  
Digital Age ◽  
Information Environment ◽  
Educational Technologies ◽  
Mental Performance ◽  
The Right ◽  
The Impact

The article is devoted to the ecology of cognitive-educational space of the digital age. The author points out that the need to obtain information from the outside world is one of the biological needs of man. The information environment is becoming the main habitat of modern man, spreading to all areas, including the educational one. The author wonders how digital educational technologies influence the formation of critical thinking, mental performance, the ability to be at ease with a lot of information and choose the right one from it? The author comes to the conclusion emphasizing that providing new opportunities for mastering knowledge, information society technologies often have a negative impact on the formation of consciousness and thinking of the younger generation and at the same time the impact of digital technology can lead to a change in the «cognitive portrait» of mankind, stimulating the development of emotional intelligence.

Violence and Sex as Advertising Strategies in Television Commercials

2010 ◽  
Vol 15 (4) ◽  
pp. 304-311 ◽  
Author(s):  
Christopher J. Ferguson ◽  
Amanda M. Cruz ◽  
Daniel Martinez ◽  
Stephanie M. Rueda ◽  
Diana E. Ferguson
Keyword(s):  
Young Adults ◽  
Sexual Content ◽  
Television Show ◽  
Television Commercials ◽  
Brand Recall ◽  
Violent Content ◽  
Willingness To Buy ◽  
Advertising Strategies ◽  
Television Violence ◽  
The Impact

Despite several studies investigating the impact of sex and violence in television on consumer behavior and memory for products in commercials, results remain inconsistent and debated. The purpose of the current study was to examine the effects of television violence and sex on memory for commercials and willingness to buy products. Two hundred twelve young adults were assigned to watch either a sexual, violent, combined sexual and violent or neutral television show. Within each show were embedded 12 commercials, four violent, four sexual, and four neutral. Results indicated that violent or sexual content of the television show did not impair memory for commercials or willingness to buy products, and that sexual or violent content in the commercials themselves increased memory for those commercials. Implications for the current study are that violent or sexual shows may adequately function in attracting viewers’ attention, with sexual and violent content in the commercials themselves improving viewers memory for products. Use of violent or sexual content in commercials may thus be useful in advertising for brand recall.

Materialism and Green Purchase Intention: A Study of Urban Vietnamese Consumers

2017 ◽  
pp. 89-106 ◽  
Author(s):  
Mai Nguyen Thi Tuyet ◽  
Hung Nguyen Vu ◽  
Linh Nguyen Hoang ◽  
Minh Nguyen Hoang
Keyword(s):  
Conceptual Framework ◽  
Survey Data ◽  
Purchase Intention ◽  
Behavioral Control ◽  
Subjective Norm ◽  
Perceived Behavioral Control ◽  
Policy Makers ◽  
Tpb Model ◽  
Research Findings ◽  
The Impact

This study focuses on examining the impact of three components of materialism on green purchase intention for urban consumers in Vietnam, an emerging economy. An extended Theory of Planned Behavior (TPB) is applied as the conceptual framework for this study. The hypotheses are empirically tested using survey data obtained from consumers in Hanoi, the capital of Vietnam. The regression results show support for most of our hypotheses. The findings indicate that two out of three facets of materialism are significant predictors of green purchase intention. Specifically, success is found to be negatively related to purchase intention, while happiness is related positively to the intention. All three antecedents in the TPB model, including attitude towards green purchase, subjective norm, and perceived behavioral control are also found to have positive impacts on purchase intention. The research findings are discussed and implications for managers and policy makers are provided.

Harnessing Digital Technology to Strengthen the Culture of Reading at Public Libraries in South Africa

Mousaion ◽  
2020 ◽  
Vol 38 (3) ◽  
Author(s):  
Harry Ramothupi Matolong
Keyword(s):  
South Africa ◽  
Digital Technology ◽  
Public Libraries ◽  
Pilot Phase ◽  
Impact Measurement ◽  
Private Company ◽  
Line Survey ◽  
Gates Foundation ◽  
Formed Part ◽  
The Impact

Statistics and numerous authors have highlighted the reading crisis in South Africa. At the same instance, more people in South Africa are embracing the potential of digital technology to provide lifelong learning opportunities and also to strengthen the culture of reading. This study is framed against the backdrop and implementation of the Mzansi Libraries On-Line Project in South Africa – a project implemented in line with the Global Libraries Programme of the Bill & Melinda Gates Foundation. The study explored the potential of access to information of digital technology and the contribution of the project to inculcating a culture of reading at public libraries. A benchmark survey was conducted by an independent research company during the pilot phase of the project in 2015. This survey covered library users of the 27 libraries that formed part of the pilot phase, and a further 25 libraries from a representative sample across South Africa. An end-line survey was conducted through a private company towards the conclusion of the countrywide implementation in 2017, based on the Common Impact Measurement System which was customised for South Africa. The benchmark survey found that although ICT in libraries had been used by relatively few people in 2015, the impact of this technology tended to be positive and would be beneficial to the wider society by helping to redress societal imbalances, including education and the culture of reading. The end-line survey found increased benefits of library usage and library technical infrastructure to improve the lives of the communities involved.

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

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