Taking It a Step Further: When do Followers Adopt Influencers’ Own Brands?

2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Solon Magrizos ◽  
Grigorios Lamprinakos ◽  
Yanling Fang ◽  
Dimitrios Drossos
Keyword(s):  
Purchase Intention ◽  
Theory Of Planned Behaviour ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Self Identity ◽  
Factors Affecting ◽  
Price Increases ◽  
Moderator Role ◽  
The Relationship

Abstract In this study, we investigate the factors affecting consumers’ purchase intention toward influencers’ personal owned brands. By using the theoretical lens of the Theory of Planned Behaviour (TPB) we explore consumers’ purchase intentions towards influencers own brands and discuss the importance of previously held attitudes, subjective norms and perceived behavioural control. We further develop TPB by adding two further constructs, that of price and self-identity. The reported moderator role of self-identity in the relationship between price and purchase intention under the context of influencers’ personal owned brands suggests that the ‘fan’ status of followers makes them more tolerant to price increases. We discuss theoretical implications and offer suggestions for marketers and consumers alike.

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.

Materialistic values and green apparel purchase intention among young Vietnamese consumers

2019 ◽  
Vol 20 (4) ◽  
pp. 246-263 ◽  
Author(s):  
Mai Thi Tuyet Nguyen ◽  
Linh Hoang Nguyen ◽  
Hung Vu Nguyen
Keyword(s):  
Young Adult ◽  
Purchase Intention ◽  
Research Effort ◽  
Subjective Norms ◽  
Purchase Behavior ◽  
Content Type ◽  
Tpb Model ◽  
Materialistic Values ◽  
The Relationship

Purpose Nowadays, the issues related to pro-environmental, sustainable and green consumption behaviors are attracting significant attention from both scholars and practitioners. However, in the context of emerging countries, less research effort has been invested in this topic, especially in investigating young consumer purchase behavior. The purpose of this study is to investigate factors driving young adult Vietnamese consumers’ purchase intention toward green apparel products with emphasis on the role of materialistic values. Design/methodology/approach In this research, a conceptual framework is proposed integrating the theory of planned behavior (TPB) model with an important consumer value, materialism. To test the research model and hypotheses, a survey of a sample of 245 young adults (under 25 years old) was conducted in Hanoi, the capital city and one of the two most populous cities in Vietnam. All the scales used in this study were established in the literature, and the scales’ reliability and validity were assessed through Cronbach’s alpha and confirmatory factor analysis. The structural equation modeling (SEM) was used to test the proposed model and hypotheses. Findings In this study, six hypotheses were tested and five out of six received support from the data. Specifically, the results of SEM showed that all three antecedents from the TPB model (i.e. attitude, subjective norms and perceived behavioral control) were positive contributors to green apparel purchase intention, of which subjective norms were found to be the most influential predictor of purchase intention. With regard to the roles of the three components of materialism, the findings provided empirical evidence for supporting the positive impact of “success” and the negative impact of “centrality” on the attitude toward green apparel purchase, while “happiness” component was not found to have a significant impact on attitude. In this study, income as a control variable was found to be positively related to purchase intention toward green apparel products. Originality/value There is a little research on the relationship between specific values and environment-friendly behaviors, especially in the context of emerging economies such as Vietnam. In addition, it has been suggested that the relationship between materialistic values and green purchase behavior is still unclear. Thus, it is important to have a deeper understanding of the role of materialistic values in green apparel purchase among young adult consumers in the context of Vietnam, an Asian emerging country where only modest research effort has been given to explore this important topic.

Perceived Benefits of Loyalty Programmes and Their Impact on Purchase Intentions of Customers

2015 ◽  
Vol 6 (1and2) ◽  
Author(s):  
Alka Sharma ◽  
Palvi Bhardwaj
Keyword(s):  
Purchase Intention ◽  
Descriptive Analysis ◽  
Demographic Variables ◽  
Purchase Intentions ◽  
Perceived Benefits ◽  
The Relationship ◽  
Loyalty Card ◽  
Loyalty Programme

The purpose of the study is to determine the perceived benefits of loyalty programmes among customers and its effect on their purchase intentions. It also determines the influence of demographics on customer loyalty programme membership and its role in relationship between perceived benefits and purchase intentions of customers in apparel stores in Jammu city. A theoretical framework is proposed based on the three integrating variables, perceived benefits of loyalty programmes, loyalty programme membership and purchase intention based on review of literature. Subsequently, a descriptive analysis has been undertaken to determine the relationship between the selected variables. The study has concluded that among the demographic variables under study, age group and income level have a significant impact on loyalty programme membership of customers while gender does not exhibit such impact. Further, it has confirmed that perceived benefits have a significant impact on purchase intentions of customers. The study also suggests the moderating role of loyalty programme membership in the relationship between perceived benefits of loyalty programmes and purchase intentions of customers. The paper has several practical implications for the stores/organizations who want to retain customers through effective loyalty programmes. When customers perceived more benefits from loyalty programmes they have higher intentions to purchase from the store of which they own a loyalty card, thus leading to long term relationship with the store. Moreover, the demographic variables included in the study may help the retailers to target the customers for loyalty card membership.

scholarly journals Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism

2019 ◽  
Vol 11 (9) ◽  
pp. 2653 ◽  
Author(s):  
Thi Thu Huong Nguyen ◽  
Zhi Yang ◽  
Ninh Nguyen ◽  
Lester W. Johnson ◽  
Tuan Khanh Cao
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Purchase Intentions ◽  
Green Marketing ◽  
Mediating Role ◽  
Green Food ◽  
The Relationship ◽  
Moderating Role ◽  
Role Of Information

Along with the acceleration of green marketing in recent years, greenwash has been utilized by firms to get ahead of their rivals. Underpinned by the cognition–affect–behavior (C-A-B) paradigm, this study examines a model linking greenwash and green skepticism with green purchase intentions. It also investigates the moderating role of information and knowledge on the relationship between greenwash and green purchase intentions. Data were obtained from 419 Vietnamese consumers who had been involved in purchasing green vegetables using an online survey. Multivariate data analysis demonstrated that greenwash was negatively associated with green purchase intentions and that green skepticism mediated this negative association. In addition, the moderating effect of information and knowledge was confirmed. These findings enrich the extant knowledge on the relationship between greenwash and green purchase intentions. They also have important implications for firms that aim to reduce consumers’ skepticism and increase their intentions to purchase green food.

scholarly journals Investigating online shopping behaviour on mobile and fixed devices: The impact of scarcity and popularity cues

2021 ◽  
Author(s):  
◽  
Tessa Hoffman
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Online Shopping ◽  
Purchase Intentions ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect ◽  
Moderating Role

<p>Smartphones have become ubiquitous in consumers’ lives and have been identified as an important online channel. However, consumers have indicated a preference for purchasing products through their fixed devices, such as computers, and few studies have investigated situations where consumers might indicate greater purchase intentions on their mobile devices. This research examines the influence of scarcity messages and popularity cues on purchase intention in the context of online shopping. Two experiments were conducted to evaluate the differences between consumers using mobile and fixed devices.  Study one was a 3 (scarcity: limited quantity vs limited time vs no scarcity) x 2 (device: fixed vs smartphone) between-subjects design (N = 236). Study one found that in an online shopping context, limited-quantity scarcity messages (e.g. limited stock available) had a negative effect on purchase intention regardless of the consumer’s device. Furthermore, a consumer’s scepticism of advertising moderated the relationship. Perceived risk of online shopping was found to moderate the relationship between device and purchase intention.  Study two was a 2 (scarcity: limited quantity vs no scarcity) x 2 (popularity: ranking vs no ranking) x 2 (device: fixed vs smartphone) between-subjects design (N = 244). The study showed that a popularity cue had a positive effect on purchase intention. However, scarcity had no effect on purchase intention. Consumers in the smartphone conditions also had lower purchase intentions but this was not impacted by the inclusion of a scarcity message or popularity cue. Interestingly, credibility of the content did not moderate the relationships between scarcity and purchase intention, or popularity ranking and purchase intention.  These findings suggest that online scarcity messages do not increase purchase intention, in contrast to previous offline studies. The moderating role of scepticism on the scarcity message and purchase intention relationship indicates that consumers are suspicious of scarcity messages in an online context. However, it appears popularity cues enhance consumer purchase intentions online. Neither a scarcity message or a popularity cue increased purchase intention on a smartphone. The research demonstrates that scarcity messages are not as effective online as they have been shown to be in an offline context and that further research is required to understand how to increase consumer purchase intentions when shopping on a smartphone.</p>

scholarly journals Factors Affecting Young Consumers’ Intention to Purchase Upcycled Fashion Products – A Case Study in Vietnam

2021 ◽  
Vol 2 (4) ◽  
pp. 40-54
Author(s):  
Van Tuan Pham ◽  
Vu Thanh Xuan ◽  
Nguyen Minh Trang ◽  
Phung Mai Thanh Hang ◽  
Nguyen Thao Nguyen
Keyword(s):  
Purchase Intention ◽  
Financial Risk ◽  
Environmental Concern ◽  
Purchase Intentions ◽  
Social Value ◽  
Factors Affecting ◽  
Fashion Products ◽  
Intention To Purchase ◽  
Survey Results ◽  
The Relationship

In this study, the author has given different basis to build hypothesis and research models to find out the factors affecting the Vietnamese young consumer's intention to purchase upcycled fashion products. Firstly, this paper focuses on studying the relationship between attitudes and purchase intentions. Secondly, the author studies the effects of factors on attitudes and purchase intentions. The main research subjects are factors affecting Vietnamese young consumer' intention to to purchase upcycled fashion products. Hence, this research was conducted based on survey results among 400 young people aged 18 to 34 in Hanoi and Ho Chi Minh city which are two big city in Vietnam. The authors used two statistical software, SPSS 26.0 and AMOS 20.0, to analyze the survey results. These tools help the authors analyze Cronbach's Alpha reliability coefficients, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation model (SEM). The results show that there was a positive relationship between young consumers' attitudes and purchase intention in the Vietnamese context. Attitude mediates the relationship between the influencing factors and purchase intention. Moreover, the study test the impact of five main factors including environmental concern, social value, uniqueness value, perception financial risk, and perceive quality risk. The environmental concern (β = 0.337) is considered as the strongest effect on consumers' attitudes towards products. The factors such as uniqueness value (β = 0.302) as well as social value (β = 0.216) also positively affect consumers' attitudes. On the other hand, perception financial risk (β = -0.168), and perceive quality risk (β = -0.280) negatively affect consumers' attitudes

scholarly journals HALAL AWARENESS AND HALAL TRACEABILITY: MUSLIM CONSUMERS’ AND ENTREPRENEURS’ PERSPECTIVES

2021 ◽  
Vol 7 (2) ◽  
pp. 285-316
Author(s):  
Syayyidah M. Jannah ◽  
Hasan Al-Banna
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Intention To Purchase ◽  
Consumer Perspective ◽  
The Relationship

The objective of this paper is to analyse the role of halal awareness, employing variables that can be both influential (determinant) and influenced (output). The study examines two perspectives, namely those from consumers and business actors. From a consumer perspective, this relates to the influence of halal awareness on the intention to purchase a halal product. Meanwhile, from the perspective of business actors, it considers how halal awareness affects the halal traceability of products. Halal traceability is also analysed from the consumers’ perspective as a moderating variable in the relationship between halal awareness and consumer purchase intentions. Questionnaires were distributed online and data were collected from 176 consumers and 95 entrepreneurs. SEM-PLS was then applied to analyse the data. The results show that halal awareness influences the consumers’ purchase intention and the halal traceability of the business actors. While the consumers’ halal awareness was determined by knowledge and halal certification. In contrast, religiosity has an insignificant influence on the consumers’ halal awareness. Meanwhile, the halal awareness of the business actors was influenced by knowledge, halal certification and religiosity. Halal traceability failed to moderate the relationship between halal awareness and consumer purchase intentions.

scholarly journals The relationship between collectivism and green product purchase intention: The role of attitude, subjective norms, and willingness to pay a premium.

2020 ◽  
Vol 1 (1) ◽  
Author(s):  
Nader Al Zubaidi
Keyword(s):  
Willingness To Pay ◽  
Purchase Intention ◽  
Negative Impact ◽  
Subjective Norms ◽  
Cultural Dimension ◽  
Green Product ◽  
Green Products ◽  
The Impact ◽  
The Relationship

Environmental degradation caused by the unsustainable consumption behavior of consumers puts a strain on the environment and is hindering sustainable development. One approach is to reduce or change consumption from traditional products to green products to avoid this negative impact and encourage a more sustainable economy. This paper examines the impact of culture over the consumer’s green purchase intention in Jordan by examining the collectivism cultural dimension to the Jordanian consumer and applying attitudes towards green products, subjective norms towards green products and willingness to pay a premium. A conceptual model is developed in this research by linking collectivism with green product purchase intention and applying the effect of attitude toward green products, subjective norms towards green products and WPP to see if these mediators affect the direct relation between collectivism and green product purchase intention. By contacting data from 143 consumers, the result of this study revealed that collectivism plays a significant role in enhancing green product purchase intention and that such a relationship is mediated by attitude toward green products, subjective norms towards green products, and willingness to pay premium.

Effects of Visual Information and Argument Concreteness on Purchase Intention of Consumers Towards Online Hotel Booking

2021 ◽  
pp. 097226292110380
Author(s):  
Anuja Shukla ◽  
Anubhav Mishra
Keyword(s):  
Perceived Risk ◽  
Visual Information ◽  
Purchase Intention ◽  
Online Survey ◽  
Purchase Intentions ◽  
Visual Elements ◽  
Hotel Booking ◽  
Relationship Of ◽  
The Relationship

Online consumer reviews impact the traveller’s decision to book hotel online. The study examines the role of visual information and argument concreteness on the credibility of reviews and consequently on purchase intention. The study examines the effect of trust and perceived risk as mediators on the relationship of review credibility and purchase intention. An online survey was conducted on 310 travellers above 18 years. The data was analysed using PLS-SEM. Travellers believed visual information and argument concreteness of review enhances the review credibility. Traveller’s purchase intentions were influenced by the credibility of reviews. This relationship was partially mediated by trust but not by perceived risk. The research suggests that the elaborate travel reviews with visual elements that describe the location and surroundings of the hotel are considered to be more credible and develop a positive intention towards booking the hotel.

Sign in / Sign up

Export Citation Format

Share Document