The Effect of Attitude and Purchase Intention on Consumption Values of Social Enterprise Product Focus on University students

2013 ◽  
Vol 14 (5) ◽  
pp. 229-248 ◽  
Author(s):  
정수현 ◽  
Jaehwan Kim ◽  
Lee, Jung-Hwa ◽  
김숙연
Keyword(s):  
University Students ◽  
Social Enterprise ◽  
Purchase Intention ◽  
Consumption Values

The Impact of Social Network Marketing on University Students' Purchase Intention and How It Is Affected of Consumer Engagement

2020 ◽  
Vol 6 (2) ◽  
pp. 87-91
Author(s):  
Hartiwi Prabowo ◽  
Rini Kurnia Sari ◽  
Stephanie Bangapadang
Keyword(s):  
Social Network ◽  
Data Collection ◽  
University Students ◽  
Purchase Intention ◽  
Research Method ◽  
Quantitative Research ◽  
Consumer Engagement ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

The research conducted is to know the impact of social network marketing on consumer purchase intention and consumers who become research are active students at private universities in Jakarta, and how social network marketing also affect consumer engagement (as moderate variable). The research method used in this research is quantitative research method. A method of data collection used in this research is a questionnaire distributed to 119 university students. The results of this study showed that social network marketing has a strong and significant impact oncustomer engagement, customer engagementhas a strong and significant impact on consumer purchase intention, social network marketing has a strong and significant impact consumer purchase intention, and also there is a significant impact from social network marketing on consumer purchase intention through consumer engagement.

Effects of Congruence of Product, Visual Image, and Consumer Self-Image on Art Infusion Advertising

2015 ◽  
Vol 43 (10) ◽  
pp. 1725-1740 ◽  
Author(s):  
Jieun Lee ◽  
Junghyun Kim ◽  
Jinhyun Yu
Keyword(s):  
University Students ◽  
Purchase Intention ◽  
Visual Art ◽  
Positive Emotion ◽  
Visual Image ◽  
Consumer Response ◽  
Moderating Effects ◽  
Self Image ◽  
Image Congruence ◽  
Art Infusion

Although previous researchers have reported that use of visual art in advertising induces more positive responses in consumers than does no art, which variables are important in inducing these responses has been largely unexamined. We investigated the moderating effects on advertising of the congruence between product and visual image, and also the congruence between visual image and self-image. The sample consisted of 228 university students in Korea and the results showed that the students experienced stronger purchase intention when exposed to art infusion advertising with high levels of advertisement–product congruence and advertisement–self-image congruence than they did when the levels of congruence were low. Further, we found that positive emotion mediated the effects of art infusion advertising on attitude toward advertising only for a hedonic product, and that consumer response to art infusion advertising differed according to product type.

Impact of Social Influence and Green Consumption Values on Purchase Intention of Organic Clothing: A Study on Collectivist Developing Economy

2017 ◽  
Vol 18 (2) ◽  
pp. 478-492 ◽  
Author(s):  
Geetika Varshneya ◽  
Shivendra K. Pandey ◽  
Gopal Das
Keyword(s):  
Social Influence ◽  
Purchase Intention ◽  
Structural Equation ◽  
Structural Model ◽  
Relevant Literature ◽  
Primary Data ◽  
Collectivist Culture ◽  
Green Consumption ◽  
Consumption Values ◽  
The Impact

The present study is an attempt to investigate the impact of green consumption values and social influence on purchase intention for organic clothing. Five hypotheses were developed with the support of relevant literature. These were tested with the help of primary data of young adult Indian consumers in the age group 20–40 years, collected through a structured questionnaire. Structural equation modelling (SEM) was used to test the hypotheses. The results of structural model revealed that attitude partially mediates the relationship of green consumption values and purchase intention for organic clothing. Further, social influence has no impact on attitude as well as purchase intention for organic clothing. The outcomes also indicated that for products at the introductory stages of the lifecycle, such as organic clothing, social influence does not play a vital role even in a collectivist culture. In such situations, consumers in a collectivist culture like India tend to exhibit individualistic behaviour. The results will be beneficial for designing market entry strategies for organic clothing brands targeting developing countries. The study also tries to extend our knowledge of understanding of departures from collectivistic behaviours in products which are in the introductory stages of the lifecycle in collectivist cultures.

scholarly journals The Influence of Celebrity Endorsement on Consumer’s Attitude: A Study Case of Smartphone Brands in Jakarta, Indonesia

2018 ◽  
Vol 7 (4.4) ◽  
pp. 30
Author(s):  
Ina Melati ◽  
Teddy Indira Budiwan ◽  
Haryadi Sarjono
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Regression Analysis ◽  
University Students ◽  
Multiple Regression Analysis ◽  
Purchase Intention ◽  
Positive Impact ◽  
Celebrity Endorsement ◽  
Study Case ◽  
Social Media Advertising

This study analyzes the effect of celebrity endorsement on consumer’s attitude towards social media advertising as well as the effect of consumer’s attitude towards social media advertising on consumer’s purchase intention of smartphone brands in Jakarta. A survey was conducted on 404 university students in Bina Nusantara University. After conducting exploratory factor analysis (EFA) and multiple-regression analysis, the result indicates that consumer’s attitude towards social media advertising is positively affected by 4 factors: celebrity trustworthiness, celebrity liking, celebrity match-up with product and celebrity familiarity. Attitude towards social media advertising also has a positive impact on consumer’s purchase intention of smartphone brands in Jakarta.  

How Green Consumption Value Affects Green Consumer Behaviour: The Mediating Role of Consumer Attitudes Towards Sustainable Food Logistics Practices

2021 ◽  
pp. 097226292097798
Author(s):  
Subburaj Alagarsamy ◽  
Sangeeta Mehrolia ◽  
Sonia Mathew
Keyword(s):  
Purchase Intention ◽  
Consumer Behaviour ◽  
Cognitive Theory ◽  
Food Products ◽  
Consumer Attitudes ◽  
Sustainable Food ◽  
Green Consumption ◽  
Green Consumers ◽  
Sustainable Logistics ◽  
Consumption Values

The aim of the study is to identify the green consumption values and production patterns and understand how they impact consumer behaviour and purchase intention of green consumers, in particular, the environment-conscious youth in the city of Bangalore. The focus of the study is on the pre-purchase sustainable logistics of food products and how they impact behaviour and attitudes of green consumers. The theory of planned behaviour and social cognitive theory form the theoretical base for the current research. An online survey was conducted among 284 participants in and around the scope area. Confirmatory factor analysis and structural equation modelling were used to test the hypotheses. The results showed that green consumption values and consumer attitudes towards sustainable food logistics either directly or indirectly influence green purchase intention and environmentally conscious behaviour towards food products. The main contribution of this study is the identification of new multidimensional constructs which can be used to measure green consumer attitude in terms of sustainable food logistics practices in the Indian context. These findings will empower managers and future researchers to understand how sustainable food logistics practices can create green consumer attitudes. They will also assist food production companies to identify possible opportunities, developments and other benefits they can derive from following sustainable food logistics practices.

Sign in / Sign up

Export Citation Format

Share Document