Hiding Gifts Behind the Veil of Vouchers: On the Effect of Gift Vouchers Versus Direct Gifts in Conditional Promotions

2020 ◽  
Vol 57 (4) ◽  
pp. 739-754 ◽  
Author(s):  
Yu Ding ◽  
Yan Zhang
Keyword(s):  
Field Experiment ◽  
Purchase Intentions ◽  
Purchase Decisions ◽  
Intention To Purchase ◽  
Lab Experiments ◽  
Direct Association ◽  
The Gift ◽  
The Veil

To boost sales, marketers often conduct promotions that offer gifts conditional on the purchase of a focal product. Such promotions can present gifts in different formats: customers could be informed that they will receive a gift directly or that they will receive a voucher entitling them to a gift. Normatively speaking, the two formats are equivalent, as a voucher’s value is identical to that of the gift it represents. Yet this article suggests that promotion format (voucher vs. direct gift) influences consumers’ intention to purchase the focal product. Five lab experiments and one field experiment reveal that, compared with presenting a gift directly, introducing a voucher attenuates the influence of gift value on purchase decisions, decreasing purchase intentions for promotions offering high-value gifts but increasing purchase intentions for promotions offering low-value gifts. This effect occurs because vouchers break the direct association between the focal product and the gift, reducing people’s tendency to compare the gift’s value with the focal product’s value. The effect observed can be attenuated by increasing the salience of gift value.

scholarly journals Predicting Purchase Intention towards Battery Electric Vehicles: A Case of Indonesian Market

2021 ◽  
Vol 12 (4) ◽  
pp. 240
Author(s):  
Ade Febransyah
Keyword(s):  
Electric Vehicles ◽  
Purchase Intention ◽  
Analytic Network Process ◽  
Purchase Intentions ◽  
Early Adopters ◽  
Highly Educated ◽  
Battery Electric Vehicles ◽  
Intention To Purchase ◽  
Cost Of Ownership ◽  
Network Process

The emergence of electric vehicles (EV) is inevitable. In Indonesia, EVs in various forms have been introduced to the market. However, the adoption of EV in the Indonesian market is still negligible. The purpose of this paper is to make an early prediction of consumers’ purchase intentions towards EV, particularly battery electric vehicles (BEV), in Indonesia. A multi-criteria decision model based on the analytic network process (ANP) approach has been proposed. There are several main criteria used to explain the purchase/don’t purchase decision towards BEV, namely functionality, emotion, cost of ownership, and car identity. Through a series of pairwise comparisons involving a number of target customers of senior level professionals, their purchase intentions towards BEV have been predicted. The results of this study show that these early wealthy, highly educated consumers have a moderate preference towards purchasing BEV. Their intention to purchase is influenced by criteria as follows: emotion (42.64%), functionality (25.94%), car identity (21.87%), and cost of ownership (9.55%). Even though the invited target customers do not represent the mass market, the findings of this study could help BEV makers in Indonesia choose who the early adopters are and find the BEV product-market fit in order to accelerate the adoption of electric vehicles.

scholarly journals The Effects of Power, Weather, and Mood on Customers’ Impulsive Buying Behavior

2021 ◽  
Vol 9 (5) ◽  
pp. 131-138
Author(s):  
Sang-Uk Jung ◽  
Nayoung Woo
Keyword(s):  
Purchase Intention ◽  
Empirical Studies ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Buying Behavior ◽  
Luxury Goods ◽  
Intention To Purchase ◽  
Impulsive Buying ◽  
Power Group ◽  
The Difference

In this study, the consumer types were divided into two groups: power and powerless. First, depending on the sense of power, the interaction effect between power and powerless was verified based on two types of weather: sunny and cloudy. Secondly, the purchase intention of luxury goods was examined as a dependent variable and the difference in purchase behavior patterns were observed. Lastly, based on the mood-congruent effect of consumer purchase intentions, it was confirmed that power influences weather, and the weather and mood are influenced by each other, as also manifested in empirical studies. In particular, the power group had a more significant effect than the powerless group, and the positive mood and weather played a big role for consumers’ intention to purchase luxury goods. Therefore, this study can contribute both theoretically and practically to prepare appropriate marketing strategy plans based on weather and consumer roles—power and powerless.

scholarly journals The Effects of Halal Certification and Halal Awareness on Purchase Intention of Halal Food Products in Indonesia

2020 ◽  
Vol 2 (2) ◽  
pp. 55-60
Author(s):  
Devi Septiani ◽  
Ahmad Ajib Ridlwan
Keyword(s):  
Purchase Intention ◽  
World Wide ◽  
Food Products ◽  
Purchase Intentions ◽  
Life World ◽  
Service Demand ◽  
Positive Effects ◽  
Intention To Purchase ◽  
Halal Food ◽  
Regression Techniques

Halal has become part of life world wide style that the service demand is advancing in the big scale of industrial and economic frame. This study aim is to determine the effects of halal certification and customers’ halal awareness of the intention to purchase halal food products. This study belongs to quantitative type with samples of 105 Muslim respondents. Accidental sampling is applied in sampling data. Four-point Likert scale questionnaire is utilized in data collecting which is analyzed with multiple linear regression techniques using SPSS 23 program. The results of this study indicate that halal certification variables and halal awareness both partially have positive effects on purchase intentions of halal food products. Meanwhile, the two variables simultaneously, namely halal certification and halal awareness, also have positive influences on the intention to purchase halal food products.

A Study of the Role of Trust in Sharing Economy in the Tourism Industry

2021 ◽  
Vol 12 (4) ◽  
pp. 26-38
Author(s):  
Youngkeun Choi
Keyword(s):  
Personal Information ◽  
Sharing Economy ◽  
Purchase Intentions ◽  
Tourism Industry ◽  
Intention To Purchase

The purpose of this study is to examine the antecedents of trust in sharing economy in the tourism industry which influences consumers' purchase intentions. By presenting the concept of consumers' trust in suppliers, the author develops a model that explores the effects that explain the consumers' trust in suppliers and their intention to purchase in sharing economy. For this, this study surveys 332 Korean consumers using Airbnb and analyzes the data using AMOS 24. In the results, first, consumers' perceive responsiveness of suppliers, the degree to which consumers confide the personal information of suppliers, and consumers' disposition to trust increase their trust in suppliers. Second, consumers' trust in suppliers increases their intention to purchase. Finally, consumers' perceive the responsiveness of suppliers and consumers' disposition to trust among the antecedents of consumer's trust in suppliers increase their intention to purchase through their trust in suppliers.

scholarly journals User experience in personalized online shopping: a fuzzy-set analysis

2018 ◽  
Vol 52 (7/8) ◽  
pp. 1679-1703 ◽  
Author(s):  
Ilias O. Pappas
Keyword(s):  
Fuzzy Set ◽  
Multiple Solutions ◽  
Online Shopping ◽  
Methodological Approach ◽  
Qualitative Comparative Analysis ◽  
Theory Development ◽  
Optimal Solution ◽  
Purchase Intentions ◽  
Content Type ◽  
Intention To Purchase

Purpose In the complex environments of online personalization, multiple factors have been considered to explain consumers’ online behaviour, but largely without considering the role of specific configurations of variables and how they may affect consumer behaviour. This study aims to show how trust towards online vendors, privacy, emotions and experience combine to predict consumers’ purchase intentions. Design/methodology/approach Building on complexity theory, a conceptual model followed by research propositions is presented. The propositions are empirically validated through configurational analysis, using fuzzy-set qualitative comparative analysis (fsQCA) on 182 customers with experience in personalized online shopping. Predictive validity analysis is also performed. Findings Five solutions of trust, privacy, emotions and experience increase intention to purchase, and six solutions inhibit it. The findings verify the importance of trust and happiness in successful personalized online shopping. Their absence inhibits purchase intentions. Also, high experience may help to overcome low trust or negative emotions, whereas low experience requires the combination of high trust and happiness. None of the examined factors are indispensable to explain purchase intentions. Research limitations/implications The study uses fsQCA, differentiating from traditional studies in the area that use variance-based methods and identifies multiple solutions explaining the same outcome. The proposed approach contributes to theory development in the field. Practical implications The multiple solutions lead to new ways on how companies may approach their customers, as each one covers a specific part of the sample, adding to the fact that in personalized marketing there is not one single optimal solution explaining customer purchase intentions. Originality/value This study contributes by extending existing knowledge on how trust, privacy, emotions and experience combine to increase or mitigate intention to purchase towards the development of new emotion-centric theories and the design and provision of personalized services and presenting a step-by-step methodological approach for how to apply fsQCA in e-commerce studies.

scholarly journals Do Discount Presentations Influence Gift Purchase Intentions and Attitudes of Chinese Outbound Tourists?

2020 ◽  
pp. 004728752091800 ◽  
Author(s):  
Di Wang ◽  
Brett A.S. Martin ◽  
Jun Yao
Keyword(s):  
Positive Affect ◽  
Country Of Origin ◽  
Purchase Intentions ◽  
Tourism Destination ◽  
Price Discount ◽  
Cultural Elements ◽  
Positive Attitudes ◽  
The Gift ◽  
Chinese Tourists

This study examines how Chinese cultural elements influence the responses of Chinese tourists toward different price discount presentations used by destination retailers. It identifies “8” and combinations of it (e.g., 88) as Chinese cultural icons. It investigates how presenting discounts containing “88” influence the gift purchase intentions and attitudes toward gift shops and the tourism destination of Chinese outbound tourists. The results from two experiments show that Chinese tourists are more likely to purchase gifts and have positive attitudes toward gift shops and their destination when destination retailers use “Pay 88%” than when they use the economically equivalent “Get 12% off” as a price discount. These effects are sequentially driven by consumers’ perceptions of cultural acknowledgment and their positive affect. Moreover, the effects only hold when the country of origin of the retailer is Western; it disappears when it is Chinese.

Digital visual engagement: influencing purchase intentions on Instagram

2018 ◽  
Vol 22 (4) ◽  
pp. 362-381 ◽  
Author(s):  
Chiara Valentini ◽  
Stefania Romenti ◽  
Grazia Murtarelli ◽  
Marta Pizzetti
Keyword(s):  
Interactive Effect ◽  
Product Category ◽  
Purchase Intentions ◽  
Visual Communications ◽  
Content Type ◽  
Product Categories ◽  
Direct Gaze ◽  
Intention To Purchase ◽  
Visual Engagement ◽  
Practical Implications

PurposeThe purpose of this paper is to investigate the effects of visual communications on Instagram users’ propensity to engage with image-based content through online behaviors such as liking, sharing, commenting and following, and their intention to purchase the product depicted in the visual communications.Design/methodology/approachAn experimental design was used to measure the effect of branded Instagram images on a sample of active Instagram users. Two features of Instagram images (subject’s gaze: direct vs indirect; product salience: low vs high) were manipulated and their interactive effect tested on online behaviors.FindingsThe paper offers empirical evidence that direct gaze and high product salience positively affect digital visual engagement. Moreover, digital visual engagement influences intention to purchase.Research limitations/implicationsThe hypotheses were tested on a single product category and on only two image-based features. Further studies might replicate the experiment on different product categories and include different image-based features.Practical implicationsThis empirical study can offer communication managers important information on the image-based features that are most effective in increasing digital visual engagement and positively influencing purchase intentions in visual communications.Originality/valueThe study empirically demonstrates that the choice of specific image-based features in visual communication matters for increasing digital visual engagement among Instagram users.

scholarly journals Charity Begins at Home: A Lab-in-the-Field Experiment on Charitable Giving

Games ◽  
2018 ◽  
Vol 9 (4) ◽  
pp. 95 ◽  
Author(s):  
Catherine Eckel ◽  
Benjamin Priday ◽  
Rick Wilson
Keyword(s):  
Field Experiment ◽  
Charitable Giving ◽  
Fire Department ◽  
Dictator Game ◽  
Charitable Organizations ◽  
Fixed Amount ◽  
Local Organizations ◽  
The Gift ◽  
The Individual ◽  
Different Levels

Charities operate at different levels: national, state, or local. We test the effect of the level of the organization on charitable giving in a sample of adults in two Texas communities. Subjects make four charitable giving “dictator game” decisions from a fixed amount of money provided by the experimenter. Three decisions target different charitable organizations, all of which have a disaster-relief mission, but differ in the level of operation. The fourth targets an individual recipient, identified by the local fire department as a victim of a fire. One of the four is selected randomly for payment. Giving is significantly higher to national and local organizations compared to state. We find a higher propensity to donate and larger amount donated to the individual relative to all organizations. Subsequent analysis compares a number of demographic and attitudinal covariates with donations to specific charities. In a second decision, subjects instead indicate which of their four prior decisions they would most prefer to implement. Here we see that a majority of subjects prefer the gift to the individual.

Sign in / Sign up

Export Citation Format

Share Document