Impact of product description and involvement on purchase intention in cross-border e-commerce

2019 ◽  
Vol 120 (3) ◽  
pp. 567-586 ◽  
Author(s):  
Jian Mou ◽  
Wenlong Zhu ◽  
Morad Benyoucef
Keyword(s):  
Purchase Intention ◽  
Research Model ◽  
Content Type ◽  
Cross Border ◽  
Enduring Involvement ◽  
Involvement Theory ◽  
Situational Involvement ◽  
Cognitive Involvement ◽  
Product Description ◽  
Positive Effect

Purpose The purpose of this paper is to investigate the impact of product description and involvement on purchase intention in a cross-border e-commerce (CBEC) setting from a psychological perspective. Design/methodology/approach This study proposes a research model of purchase intention in CBEC based on the involvement theory and commitment-involvement theory. The research model was tested using the covariance-based structural equation modeling technique. Data were collected from consumers on a popular CBEC platform in China. Findings A high-quality product description has no significant positive effect on purchase intention, but it has significant positive effects on product cognitive involvement, product affective involvement, platform enduring involvement and platform situational involvement. In addition, product affective involvement, platform enduring involvement and platform situational involvement all have significant positive effect on purchase intention, but this effect is not significant in the relationship between product cognitive involvement and purchase intention. Practical implications This study calls for sellers to optimize product descriptions on CBEC platforms in order to attract more buyers and generate more profits. Originality/value This study integrates two theories of involvement into the research model in the CBEC context. Based on this model, the authors analyzed how product description affects purchase intention under the joint influence of two involvement factors.

When is transparent packaging beneficial?

2020 ◽  
Vol 48 (8) ◽  
pp. 781-801 ◽  
Author(s):  
Ouidade Sabri ◽  
Hai Van Doan ◽  
Faten Malek ◽  
Hager Bachouche
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Product Category ◽  
Perceived Quality ◽  
Content Type ◽  
Mediating Role ◽  
High Level ◽  
Positive Effect ◽  
Moderating Role

PurposeThe purpose of this paper is to demonstrate that the positive effect of packaging transparency on purchase intention is moderated by product quality risk (PQR) associated with the product category.Design/methodology/approachTwo separate experiments were conducted. Study 1 was designed to test the mediating role of perceived quality to account for the positive effect of transparency on purchase intention. Two types of packaging (opaque vs transparent) for a product associated with a high level of PQR were examined. Study 2 extended the findings by introducing the moderating role of PQR. A 2 (type of packaging: opaque vs transparent)*2 (PQR: low vs high) between subjects design was used.FindingsThe moderating role of the product PQR level is established: transparent packaging improves the product perceived quality and brand purchase intention when the product is associated with a high PQR, whereas there is no such preference for transparent packaging when the product is associated with a low PQR.Practical implicationsThe results offer insights to better understand the potential gains from adopting transparent packaging. If a brand manager's main goals are to develop sales, costly investments in research and development of transparent packaging appear to be fruitful only for products associated with high PQR.Originality/valueThis paper contributes to packaging, cue utilisation and perceived risk literatures by evidencing the moderating role of PQR to explain the positive effect of transparency on purchase intention.

International buyers’ repurchase intentions in a Chinese cross-border e-commerce platform

2019 ◽  
Vol 30 (2) ◽  
pp. 403-437
Author(s):  
Jian Mou ◽  
Jason Cohen ◽  
Yongxiang Dou ◽  
Bo Zhang
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
International Markets ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Content Type ◽  
Repurchase Intentions ◽  
Cross Border ◽  
Repeat Purchase ◽  
Repeat Purchase Behavior

Purpose The purpose of this paper is to develop and test a model of the uncertainties and benefits influencing the repurchase intentions of buyers in cross-border e-commerce (CBEC). Design/methodology/approach The authors draw on the valence framework to hypothesize effects of positive valences (utilitarian benefits) along with negative valences (pre- and post-contractual uncertainties) on buyers’ repeat purchase intentions. Data were collected using an online survey from 378 international B2C buyers on a CBEC platform in China. Findings Results explain 51.4 percent of the variance and reveal that overall value, as determined by monetary saving, convenience and product offerings as positive valences, exerts the strongest effect on repeat purchase intention. However, negative valences remain significant, and are particularly salient for female shoppers. Research limitations/implications The authors extend the valence theory into the study of repeat purchase behavior and contribute to much needed literature on why consumers return to repurchase from a CBEC platform. Practical implications Repeat purchase and loyalty of online consumers is essential for success of e-commerce providers. The results help online providers competing in international markets understand how buyers form repurchase intentions based on their evaluations of both value and uncertainty. Originality/value Buyer behavior in CBEC has received relatively less attention than domestic e-commerce. This paper is among the first to examine how both positive and negative valences combine to effect repurchase intention of international buyers in CBEC.

Relationship among China’s country image, corporate image and brand image

2019 ◽  
Vol 2 (1) ◽  
pp. 34-49 ◽  
Author(s):  
Qingji Fan
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Brand Attitude ◽  
Corporate Image ◽  
Country Image ◽  
Chinese Enterprises ◽  
Content Type ◽  
Four Dimensions ◽  
Theoretical Evidence ◽  
Positive Effect

Purpose The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image. Design/methodology/approach To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands. Findings China’s country image was found to comprise four dimensions: political image, economic image, citizen image and country relationship image. Country image had a direct positive effect on brand attitude, and through brand attitude, country image had an indirect positive effect on purchase intention. Corporate image and brand image had a positive effect on brand attitude and a direct positive effect on purchase intention. In addition, country image had a positive effect on corporate image, while through corporate image, country image had an indirect positive effect on brand image. Originality/value These findings not only offer theoretical evidence for research on China’s country image, but also provide empirical evidence to support the “going global” strategies of Chinese enterprises.

Investigating online consumers’ responses to product presentation modes

2019 ◽  
Vol 29 (6) ◽  
pp. 1233-1255 ◽  
Author(s):  
Yi-Shun Wang ◽  
Ching-Hsuan Yeh ◽  
Yu-Min Wang ◽  
Timmy H. Tseng ◽  
Hsin-Hui Lin ◽  
...  
Keyword(s):  
Purchase Intention ◽  
Research Study ◽  
Product Knowledge ◽  
Research Model ◽  
Content Type ◽  
Consumer Responses ◽  
Presentation Modes ◽  
Comprehensive Picture ◽  
New Type ◽  
Product Presentation

Purpose With the proliferation of virtual reality (VR) applications in electronic commerce, investigations on the effects of VR on consumer responses are important. The purpose of this paper is to examine the effects of online presentation modes (i.e. situational VR, pure VR and picture) on consumer responses for three product types (i.e. geometric, material and mechanical). Design/methodology/approach This study conducted a 3×3 between-subjects experiment to validate the research model and hypotheses. Findings The results revealed that both the situational VR mode and the pure VR mode had a greater impact on product knowledge and purchase intention than the picture mode. The situational VR mode yielded a higher level of product knowledge and purchase intention than the pure VR mode although it was not statistically significant. Furthermore, the pattern of VR modes superiority was found to be consistent across geometric, material and mechanical product types. Originality/value This research study contributes to the VR literature by investigating a new type of VR: situational VR, and offering a more comprehensive picture of consumer responses to online product presentations. The authors then drew the implications from the findings to suggest guidelines for practitioners to efficiently allocate resources and maximize the effectiveness of online presentation modes.

Estimating green purchase behavior: an empirical study using integrated behavior model in Bangladesh

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Md. Zillur Rahman Siddique ◽  
Goutam Saha ◽  
Aminur Rahman Kasem
Keyword(s):  
Perceived Control ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Behavior Model ◽  
Research Model ◽  
Content Type ◽  
Green Behavior ◽  
Practical Implications

Purpose This paper aims to examine the exogenous effects of experiential attitude toward green (EAG), instrumental attitude toward green (IAG), injunctive norms on green (ING), descriptive norms about green (DNG), green perceived control (GPC) and green self-efficacy (GSE) on green purchase intention (GPI). Moreover, this paper also investigates the causal factors of green purchase behavior (GPB) considering green knowledge (GK), the salience of green behavior (SGB), environmental constraints (ECPG) and green habit (GH). Design/methodology/approach The research model was adopted to measure the green behavior of Bangladeshi consumers using an integrated behavior model (IBM). The data were randomly collected from 372 respondents and partial least squares structural equation modeling (PLS-SEM) approach was used to test the hypotheses. Findings PLS results imply that all independent variables (EAG; IAG; ING; DNG; GPC and GSE) impact GPI; and SGB, GH and GPI influence GPB. On the other hand, GK and ECPG have no significant effect on GPB. Research limitations/implications There may present a gap in the outcomes of the study to signify the generalizability because the survey was conducted in some cities of Bangladesh which may not represent the country as a whole. Practical implications This study anticipates the cause-effect relationship between GPI, GPB and their determinants. The results of the study can help marketers understand green consumer behavior and design appropriate strategies and tactics for new marketing challenges. Originality/value This research investigates green purchase behavior in a developing country. It empirically confirms the validity of IBM in assessing green behavior, especially for Bangladesh, a booming economy and suitable for investment. Although ample research explored green purchase behavior, green habit and saliency have not been considered in measuring green purchase behavior.

Understanding extended information seeking

2020 ◽  
Vol 72 (5) ◽  
pp. 705-724
Author(s):  
Xianjin Zha ◽  
Chengsong Huang ◽  
Yalan Yan ◽  
Guanxiang Yan ◽  
Xue Wang ◽  
...  
Keyword(s):  
Digital Libraries ◽  
Information Seeking ◽  
Structural Equation ◽  
Psychological Empowerment ◽  
Structuration Theory ◽  
Equation Modeling ◽  
Specific Information ◽  
Research Model ◽  
Content Type ◽  
Positive Effect

PurposeThis study aims to explore the mechanisms of extended information seeking, which is the combination of extended information technologies (IT) use behavior and information-seeking behavior. The purpose is to identify the factors that shape extended information seeking from the perspectives of psychological empowerment and attachment.Design/methodology/approachA research model was developed based on prior theory and literature. Survey data were collected, and the partial least squares (PLS) structural equation modeling was used to verify the research model.FindingsPsychological empowerment is a well-constructed second-order construct, having a larger positive effect on extended information seeking. Digital libraries attachment has a positive effect on extended information seeking.Practical implicationsAccessing digital libraries does not mean using digital libraries effectively. Managers of digital libraries should design various specific information activities to help users enhance psychological empowerment. They should provide more available and responsive services for users to enhance digital libraries attachment.Originality/valueDrawing on the adaptive structuration theory, this study examines extended information seeking by combining extended use of digital libraries and information seeking, presenting a new lens for digital library and information seeking research.

Do stressors stifle or facilitate employees' innovative use of enterprise systems: the moderating role of IT mindfulness

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaobo Wei ◽  
Fenfen Zhu ◽  
Xiayu Chen
Keyword(s):  
Enterprise Systems ◽  
Research Model ◽  
Moderating Effects ◽  
Content Type ◽  
Negative Effect ◽  
Role Of It ◽  
Positive Effect ◽  
Moderating Role ◽  
Different Levels

PurposeInnovative use of enterprise systems (ES) by employees is essential for organisations to benefit from huge investments in such systems. Drawing on job demands-resources (JDR) theory, this study explores how stressors (i.e. challenge and hindrance stressors) influence employees' innovative use of ES, as well as considering the moderating effects of IT mindfulness.Design/methodology/approachData were collected from a longitudinal survey of 152 employees in a large financial service company in China. Hierarchical multiple regression was used to test the research model.FindingsResults showed that challenge stressors exerted a positive effect and hindrance stressors had no significant effect on innovative use of ES. Furthermore, we found that IT mindfulness weakened the positive effect of challenge stressors and the negative effect of hindrance stressors on innovative use of ES.Originality/valueThis study is among the first to extend the research of innovative use of ES by considering two types of stressors based on the JDR theory. Besides, new insights are provided on how to promote employees' innovative use of ES in the post-acceptance stage according to the different levels of IT mindfulness of employees.

The application of enduring involvement theory in the development of a success model for a craft beer and food festival

2020 ◽  
Vol 11 (4) ◽  
pp. 397-411
Author(s):  
Eric Beckman ◽  
Fang Shu ◽  
Tianyu Pan
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
South Florida ◽  
Equation Modeling ◽  
Quantitative Methodology ◽  
Content Type ◽  
Craft Beer ◽  
Revisit Intention ◽  
Enduring Involvement ◽  
Involvement Theory

PurposeThe purpose of this research paper is to examine whether enduring involvement theory plays a role in predicting craft beer and food festival visitors' experience of the festivalscape. Though craft beer and brewing is a growing area of research, there has been limited studies and theory application in this area. Around the world, craft breweries are increasing in number and producing more unique styles of beer as the demand for craft beer increases. Craft beer consumers visit many of these breweries and are attracted to craft beer festivals in which they can sample multiple local, regional, national and international craft beers.Design/methodology/approachA quantitative methodology was used based on data collected at the site of the festival. Researchers collected 204 useable surveys from visitors attending the North Miami Brewfest in North Miami, Florida, USA. Structural equation modeling was employed to examine the relationships among enduring involvement, festivalscape, satisfaction, revisit intention and word-of-mouth.FindingsThe results revealed that enduring involvement is significant in predicting all four factors of festivalscape (food/beverage quality, convenience, facility and festival staff). The festivalscape factors facility, food quality and festival staff predicted festival attendee satisfaction which in turn predicted both revisit intention and word-of-mouth. However, the festivalscape factor convenience did not influence satisfaction.Research limitations/implicationsThe authors surveyed only one festival in one region in South Florida. Further studies can survey multiple festivals in multiple regions to increase the generalizability of the research model. Enduring involvement theory could be applied to other niche areas in hospitality and tourism in the future (in addition to craft beer tourism).Practical implicationsCraft beer festival organizers should appeal to craft beer clubs, breweries and publications to attract those with a commitment to the craft beer industry to their event. People with an enduring, lasting commitment to craft beer are more likely to have a positive experience of the festivalscape at the event. Lastly, festival organizers should focus on the festivalscape factors facility, festival staff and food and beverage quality to influence satisfaction at the event.Originality/valueThis project applies enduring involvement theory in a festival setting. The research is further unique by adding enduring involvement as a predictor of festivalscape experience.

Are sustainable luxury goods a paradox for millennials?

2018 ◽  
Vol 14 (4) ◽  
pp. 802-815 ◽  
Author(s):  
Virginia Rolling ◽  
Amrut Sadachar
Keyword(s):  
Impression Formation ◽  
Purchase Intention ◽  
Empirical Studies ◽  
The United States ◽  
Research Model ◽  
Luxury Brands ◽  
Recycled Materials ◽  
Content Type ◽  
Luxury Brand ◽  
Sustainability Strategies

PurposeThe purpose of this study is to examine how luxury brand descriptions influence millennials’ impression of luxury, impression of sustainability, attitude toward brand and purchase intention using the impression formation theory.Design/methodology/approachA between-subjects experimental design was used to test the research model, wherein two randomly assigned groups received an online experiment with either a luxury-only or a sustainable-luxury brand description.FindingsFindings included that the impression of luxury did not change for a sustainable-luxury brand describing the use of recycled materials as compared to a luxury-only brand without the description of recycled materials present. Therefore, millennials perceived the luxury-only and sustainable-luxury brands to provide an impression of luxury, which was the sole impression to significantly predict attitude toward the brand. In addition, the results indicated that attitude positively influenced purchase intention for both brand descriptions.Originality/valueThis study provides support for luxury brands to transition toward sustainable efforts of using recycled materials in their goods as the impression of luxury is preserved, and provide marketing communication that favors sustainable brand positioning. This is one of the first empirical studies that focused on exploring sustainability strategies for luxury brands targeting a specific market segment (i.e. millennials in the United States of America).

The effects of price consciousness and sale proneness on purchase intention towards expiration date-based priced perishable foods

2015 ◽  
Vol 117 (2) ◽  
pp. 793-804 ◽  
Author(s):  
Faruk Anıl Konuk
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Structural Model ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Expiration Date ◽  
Convenience Sample ◽  
Content Type ◽  
Price Consciousness ◽  
Positive Effect

Purpose – The purpose of this paper is to examine the effects of price consciousness and sale proneness on purchase intentions regarding with expiration date-based priced perishable foods. Design/methodology/approach – Data were collected from a convenience sample of consumers with structured questionnaires. Structural equation modeling was used in order to test the proposed hypotheses. Findings – Results of a structural model reveal positive relationship between price consciousness and sale proneness. The findings also confirm the effect of price consciousness on purchase intentions toward expiration date-based priced perishable foods. On the other hand, the results have not support the positive effect of sale proneness on purchase intentions. Originality/value – To the knowledge, this is the first study which has examined the relationships between price consciousness, sale proneness and purchase intentions in the context of expiration date-based pricing.

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