scholarly journals The Effect of E-commerce Live Streaming Shopping on Consumers' Purchase Intention in China-Focusing on Features of Streamers and Contents

2021 ◽  
Vol 9 (10) ◽  
pp. 124-145
Author(s):  
June-Suh Cho ◽  
Liu-Qing Yang
Keyword(s):  
Statistical Analysis ◽  
Rapid Growth ◽  
Purchase Intention ◽  
Economic Benefits ◽  
Purchase Intentions ◽  
Limited Resources ◽  
Live Streaming ◽  
High Quality

In China, online live streaming shopping as a part of e-commerce shows rapid growth, while many sellers can not achieve the economic benefits as expected. This study mainly extracts, analyzes, and examines the general features of e-commerce live streaming shopping, positively affecting consumers' purchase intentions. Many UGC sellers can obtain some practical ways to output more high-quality content with limited resources. This study places the following nine features as independent hypotheses: streamer's professionalism, awareness, homogeneity, attractiveness, reliability, contents’ interaction, entertainment, discount, uniqueness, and consumers’ purchase intention taken as a dependent variable. As a result of statistical analysis of the data collected through the survey, all nine hypotheses were adopted.

Impact of Sexual Stimuli on Men's Purchase Intentions Toward Discounted Conspicuous Goods

2017 ◽  
Vol 45 (2) ◽  
pp. 253-268 ◽  
Author(s):  
Chunhui Huo ◽  
Shaofeng Yuan
Keyword(s):  
Purchase Intention ◽  
Economic Benefits ◽  
Purchase Intentions ◽  
Male Mating ◽  
Trade Off ◽  
Chinese Men ◽  
Sexual Stimuli ◽  
Negative Effect ◽  
Mating Goals ◽  
Negative Impression

In this research we examined whether or not when men are exposed to sexual stimuli (e.g., images of sexually attractive women) this negatively affects their purchase intention for conspicuous goods being offered at a discounted price. We conducted 3 experiments, with Chinese men (282 in total), and found that sexual stimuli can activate male mating goals, prompting the men in our study to care more about the presentation of their mating value; thus, they preferred nondiscounted conspicuous goods to discounted ones. The negative effect of sexual stimuli on men's purchase intentions toward discounted conspicuous goods was greater for men who tended to associate discounts with low status, cheapness, and stinginess (i.e., strong negative impression association) than for those with a weak negative impression association. These findings identify the boundary conditions of a trade-off for men between economic benefits and signaling values for discounted conspicuous goods.

scholarly journals The Influence of Word-Of-Mouth Referral on Consumers’ Purchase Intention: Experimental Evidence from WeChat

2021 ◽  
Vol 13 (2) ◽  
pp. 645
Author(s):  
Bing Yuan ◽  
Alessandro M. Peluso
Keyword(s):  
Information Processing ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Experimental Studies ◽  
Economic Benefits ◽  
Purchase Intentions ◽  
Public Welfare ◽  
Self Construal ◽  
Different Types ◽  
Interdependent Self

Based on the perspective of dual-system information processing, this article explores how word-of-mouth (WOM) referral affects the purchase intentions of consumers with different types of self-construal. Two experimental studies, using WeChat as a research setting, tested the interactive influence of type of WOM referral (economic vs. public welfare) and type of self-construal (independent vs. interdependent) on consumers’ purchase intention toward the referred product and its intermediary mechanism. The results showed that economic (vs. public welfare) WOM referrals, which emphasize a product’s economic benefits, increased the purchase intention of consumers with an independent (vs. interdependent) self-construal, who typically take an individualistic perspective. In contrast, public welfare (vs. economic) WOM referrals, which emphasize the social benefits connected to a company for the community at large, increased the purchase intention of consumers with an interdependent (vs. independent) self-construal, who take a more collectivistic perspective. The results also shed light on the underlying mechanism by showing that different types of self-construal activate different information processing systems in consumers, which mediate consumers’ reaction to different types of WOM referrals. Specifically, economic WOM referrals can inspire consumers with an independent self-construal to engage in more emotional processing, thereby generating higher purchase intentions; in contrast, public welfare WOM referrals can stimulate consumers with an interdependent self-construal to get involved in more cognitive processing, thereby generating higher purchase intentions. These findings contribute to WOM literature and provide practical implications for companies adopting societal marketing strategy and implementing sustainable promotional plans.

Health Conscious Attitude Among University Students

2018 ◽  
Vol 3 (1) ◽  
pp. 1
Author(s):  
Hafiz Fawad Ali ◽  
Ujala Ehsan ◽  
Muhammad Bilal Ahmad ◽  
Maida Imran ◽  
Maheen Zahid
Keyword(s):  
Statistical Analysis ◽  
University Students ◽  
Purchase Intention ◽  
Research Study ◽  
Purchase Intentions ◽  
Good Care ◽  
Independent Variables

This research study inspects the association among various variables that influence health conscious attitude. Health conscious attitude refers to maintaining an approach in which students are mindful of taking good care of their health. The study emphases on five independent variables like education, lifestyle, eating preferences, purchase intentions and supplements, derived from literature and their impact on the dependent variable i.e. health conscious attitude among the students of University of the Punjab, Lahore Pakistan. Statistical analysis through SPSS showed that health conscious attitude is not influenced by purchase intention whereas education, lifestyle, eating preferences and supplements do influence the health conscious attitude among university students.

The Effect of T-Commerce Scarcity Messages and Price Policies on Attitudes and Purchase Intention

2019 ◽  
Vol 118 (1) ◽  
pp. 42-47
Author(s):  
KwangSeok Han
Keyword(s):  
Statistical Analysis ◽  
Purchase Intention ◽  
Time Limit ◽  
Discount Factor ◽  
Limited Time ◽  
Price Discount ◽  
Discount Price ◽  
Strategic Plans ◽  
Factor Design ◽  
The Difference

Background/Objectives: This study investigated differences in the attitude of users according to type of scarcity message and price discount conditions to compose T-commerce sales messages and search for effective strategic plans. Methods/Statistical analysis: This study empirically verifies the difference in promotion attitude and purchase intention between the type of T-Commerce scarcity message (quantity limit message / time limit message) and the price discount policy (price discount / non-discount) message. For this purpose, 2 (scarcity type: limited quantity, limited time) X 2 (with or without price discount: price discount, no price discount) factor design between subjects was used.

scholarly journals Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

2021 ◽  
Vol 13 (12) ◽  
pp. 6735
Author(s):  
Ganesh Dash ◽  
Debarun Chakraborty
Keyword(s):  
Customer Satisfaction ◽  
Life Insurance ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Digital Transformation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Five Dimensions ◽  
Customer Involvement ◽  
The Relationship

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

scholarly journals Channel Depth or Consistency? A Study on Establishing a Sustainable Omnichannel Strategy for Fashion Department Store Retailers

2021 ◽  
Vol 13 (13) ◽  
pp. 6993
Author(s):  
Caroline Kopot ◽  
Brenda J. Cude
Keyword(s):  
Business Strategy ◽  
Purchase Intention ◽  
Structural Equation ◽  
Department Store ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Technological Advancement ◽  
Department Stores ◽  
Channel Depth ◽  
Confirmatory Factor

In recent years, fashion department stores have struggled to sustain their foothold in the competitive market due to changing consumer behavior as well as technological advancement. This study aimed to examine customers’ perspectives on the shopping channels of omnichannel fashion department stores. The analysis was based on data from 552 customers who shopped at U.S. omnichannel fashion department stores. Confirmatory factor analysis and structural equation modeling were utilized to analyze the hypothesized relationship. The results showed that brand attitude mediated the influence of perceived fluency of customers’ purchase intentions in the omnichannel fashion department store setting. Content consistency and process consistency also positively affected customers’ perceived fluency of the channels of those fashion department stores. Customers are more likely to purchase from a fashion department store that provides consistent content and processes across the multiple shopping channels from which they can purchase merchandise. Further, customers value consistency of the content and processes across all fashion department store channels. The results are insightful especially for industry practitioners, as it enables them to develop a sustainable omnichannel business strategy by focusing on the depth of the channels and channel consistencies (content and process) while improving customers’ purchase intention from their stores.

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

2021 ◽  
Vol 4 (2) ◽  
pp. 111-123
Author(s):  
Dewi Tamara ◽  
Lidiya Heriyati ◽  
Tsabita Hanifa ◽  
Michelle Carmen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Brand Image ◽  
Public Awareness ◽  
Daily Basis ◽  
Purchase Intentions ◽  
Generation Z ◽  
The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.  

Easy Communication System as A Mediation of The Influence of Whatsapp Business on Consumer Purchase Intention on The Marketplace

2021 ◽  
Vol 1 (3) ◽  
pp. 347-357
Author(s):  
Wisnalmawati Wisnalmawati ◽  
Agus Sasmito Aribowo ◽  
Yunie Herawati
Keyword(s):  
Communication System ◽  
Communication Systems ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Research Problem ◽  
Important Variable ◽  
Purchase Intentions ◽  
Validity And Reliability ◽  
Simple Order ◽  
Consumer Purchase Intention

Marketing using social media is a necessity in the era of industrial technology 4.0. This research problem is a business phenomenon and gap research. The purpose of this study is to analyze; 1. the direct influence of business WhatsApp on purchase intention in the marketplace. 2. the influence of business WhatsApp on the ease of communication system in the marketplace. Three, the influence of the ease of communication system on consumer purchase intentions in the marketplace. 4. the influence of business WhatsApp on purchase intentions on the marketplace mediated by the ease of communication systems on the marketplace The unit of analysis of this research is Sri Rejeki, and Seruni SMEs, a sample of 60 consumers, accidental sampling technique, data collection using a questionnaire (google form), testing the validity and reliability of indicator statement items, data analysis technique used is path analysis with the SPSS program. The results show that WhatsApp Bisnis has no direct and insignificant effect on consumers' purchase intentions. WhatsApp Business has a positive and significant effect on the ease of system communication has a positive and significant effect on consumer purchase intentions. WhatsApp Business has a positive and significant effect on consumer purchase intentions mediated by the ease of communication system. The novelty of this research is to create an ease of communication system to increase consumer purchase intentions in the marketplace. Ease of communication is a mediation between the influence of WhatsApp business on purchase intentions on the marketplace so that the ease of communication is an important variable that needs to be improved so that consumers intend to use the marketplace in purchasing products. The ease of communication is related to the ease of using the application, the ease of alternative transactions, and the design of a simple order form. This is hope for consumers to use the marketplace. Contribution of marketplace training to MSMEs and community business actors.

Quality dimensions in online communities influence purchase intentions

2017 ◽  
Vol 55 (9) ◽  
pp. 1984-1998 ◽  
Author(s):  
Chung-Yu Wang ◽  
Hsiao-Ching Lee ◽  
Li-Wei Wu ◽  
Chih-Chung Liu
Keyword(s):  
Relationship Quality ◽  
Purchase Intention ◽  
Information Quality ◽  
Uncertainty Reduction ◽  
Purchase Intentions ◽  
Online Questionnaire ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Quality Dimensions

Purpose The purpose of this paper is to examine how quality dimensions in independently owned online brand communities influence purchase intentions via uncertainty reduction and the role of involvement. Design/methodology/approach This work validates the model and hypotheses through non-probabilistic sampling. The online questionnaire was made on the website of MySurvey and an invitation letter was posted to the forums. The respondents received the questionnaire items translated into Chinese. The final survey sample consisted of 235 respondents. Findings Empirical results confirm that as for independently owned online brand communities, their information quality and relationship quality are effective tools for influencing purchase intentions via uncertainty reduction. In addition, the authors demonstrate that involvement has a positively moderating influence on the relationship between uncertainty reduction and purchase intentions. Originality/value The current study moves beyond uncertainty reduction to demonstrate that information quality and relationship quality of forums influenced purchase intention via uncertainty reduction and the moderating variable such as involvement.

Moral norm is the key

2020 ◽  
Vol 32 (8) ◽  
pp. 1823-1841 ◽  
Author(s):  
Matthew Tingchi Liu ◽  
Yongdan Liu ◽  
Ziying Mo
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Underlying Mechanism ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Moral Norms ◽  
Green Products ◽  
Chinese Consumers ◽  
Content Type ◽  
The Relationship

PurposeThis research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms and attitude) and one consumer response (purchase intention).Design/methodology/approachThe current research employs a questionnaire survey and two experiments. In Study 1, the hypotheses were tested using structural equation modelling with 485 consumers in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design.FindingsThe findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays the most significant role in predicting purchase intentions, and moral norms prove to be a mediator of the relationship between the original construct of subjective norms and purchase intentions. The findings further revealed that moral norms comprise the underlying mechanism of the relationship between subjective norms and attitude.Originality/valueThis study therefore expands the TPB theory by including moral norms. Moreover, it contributes to the literature by clarifying the direct, indirect and total effects of each TPB element on the purchase intentions towards green products. Finally, managerial implications are given.

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