scholarly journals The Impact of Country-Product Image Fit on the Purchase Intention -Focusing on the Moderating Effect of Animosity-

2010 ◽  
Vol 6 (3) ◽  
pp. 327-347
Author(s):  
이유경
Keyword(s):  
Purchase Intention ◽  
Moderating Effect ◽  
Product Image ◽  
Image Fit ◽  
The Impact

scholarly journals The Impact of the Interactivity of Internet Celebrity Anchors on Consumers’ Purchase Intention

2021 ◽  
Vol 12 ◽  
Author(s):  
Weiguo Sun ◽  
Wei Gao ◽  
Ruoshi Geng
Keyword(s):  
Social Presence ◽  
Questionnaire Survey ◽  
Purchase Intention ◽  
Positive Impact ◽  
Moderating Effect ◽  
Flow Experience ◽  
Influence Model ◽  
Product Image ◽  
The Impact ◽  
The Relationship

The current study focuses on a novel and recently popular internet phenomenon – celebrity livestreaming marketing. As one of the primary advantages of livestreaming marketing by Internet celebrities, we propose that the timely interactivity of Internet celebrities plays an important role in consumers’ purchase intention. Based on stimulus-organism-response theory, this paper further identifies social presence and flow experience as mediators and the consistency of Internet celebrities’ image and product image as a moderator and constructs an influence model of Internet celebrities’ interactivity on consumers’ purchase intention. The responses of a sample of 277 participants were collected by a questionnaire survey. SPSS and Amos were used to analyse the data. The results show that consumers’ social presence and flow experience mediate the positive impact of the interactivity of Internet celebrity anchors on influencing consumers’ purchase intention. However, there is no significant moderating effect of the consistency of Internet celebrities’ image and product image on the relationship between social presence or flow experience and purchase intention. A discussion and implications are offered.

scholarly journals CAUSALITY MODEL OF CONSUMER PURCHASE INTENTION ON ENVIRONMENTALLY FRIENDLY PACKAGING BEVERAGE PRODUCTS

2020 ◽  
Vol 10 (2) ◽  
Author(s):  
Muhammad Zulfiqar Mahmud ◽  
Widayat Widayat ◽  
Rahmad Wijaya
Keyword(s):  
Purchase Intention ◽  
Goodness Of Fit ◽  
Perceived Value ◽  
Environmentally Friendly ◽  
Equation Modeling ◽  
Ex Post ◽  
Company Reputation ◽  
Consumer Purchase Intention ◽  
Product Image ◽  
The Impact

This study aims to construct a correlational model for the determinant of consumer purchase intention on environmentally friendly packaging beverage products by examining the product image and company reputation as mediators in the association of green perceived value on consumer purchase intention with the ex-post facto quantitative approach. The target population is the community in Malang City, EastJava who is aware of the existence of cardboard packaging beverage products and intends to purchase the products. Data were collected by employing a questionnaire distributed online. 300 respondents were selected by convenience sampling. The collected data were analyzed using Structural Equation Modeling (SEM) by utilizing AMOS software. The final model was obtained with an adequate Goodness of Fit value.The structural model that has been successfully constructed shows that green perceived value has no significant effect on purchase intention. Besides, the product image and company reputation play a role in mediating the impact of Green Perceived Value on Purchase Intention.

scholarly journals The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention

2021 ◽  
Vol 13 (16) ◽  
pp. 9471
Author(s):  
Hye-Ryeong Shin ◽  
Jeong-Gil Choi
Keyword(s):  
Social Media ◽  
Generational Differences ◽  
Purchase Intention ◽  
Source Credibility ◽  
Brand Image ◽  
Group Analysis ◽  
Moderating Effect ◽  
Media Communication ◽  
Social Media Communication ◽  
The Impact

This is a timely study that simultaneously considers the issues of source credibility of social media contents and generational differences. The study aims to explore the influence of ‘generation’ on perceived source credibility, and its effect on the relation between source credibility, hotel brand image, and purchase intention in cases where the content providers are general users (UGCs) and hotel marketers (MGCs), respectively. Using an independent samples t-test (278 people sampled), the differences in source credibility between generations were tested and multi-group analysis was conducted to verify the moderating effect of generation. Significant differences appeared in trustworthiness between the generations. Millennials are sharper in observation than the generations born earlier in recognizing the source credibility of social media contents. The moderating effect of generation is noticeable only in the impact of the UGCs’ expertise on hotel brand image, indicating Millennials are affected by the expertise of UGCs more strongly than the earlier generations are. The findings offer insight into better strategizing of social media communication for hotel marketers, utilizing social media and targeting Millennials. A further contribution of the study is that it reveals the relations between variables and effects according to different content providers (UGCs and MGCs).

Social media influencer marketing: the moderating role of materialism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kian Yeik Koay ◽  
Man Lai Cheung ◽  
Patrick Chin-Hooi Soh ◽  
Chai Wen Teoh
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Moderating Effect ◽  
Partial Least Square ◽  
Least Square ◽  
Content Type ◽  
Decision Making Processes ◽  
The Impact

Purpose Social media influencers (SMIs) have become an important source of influence that affects consumer behaviours in their decision-making processes. As such, this justifies scholarly attention in understanding how SMIs transfer their meanings to endorsed brands and drive consumers’ positive behavioural intentions. With the intention to fill this knowledge gap, this paper aims to examine the impact of SMIs’ credibility, as manifested by trustworthiness, attractiveness and expertise, along with the moderating effects of materialism, on followers’ purchase intention. Design/methodology/approach Self-administrated online surveys were used to collect data from Instagram users. A total of 191 usable data were collected and analysed using partial least square structural equation modelling. Findings The results show that SMIs’ trustworthiness and expertise are significant predictors of followers’ purchase intention. Moreover, the moderating effect of materialism on the relationship between attractiveness and purchase intention is significant. Notably, the influence of attractiveness on purchase intention is greater when materialism is high. Originality/value This research contributes to the SMI literature by examining the influence of SMIs’ trustworthiness, attractiveness and expertise, along with the moderating effect of materialism, on followers’ purchase intention.

scholarly journals The impact on branded product on consumer purchase intentions

2014 ◽  
Vol 4 (3) ◽  
pp. 57 ◽  
Author(s):  
Muhammad Rizwan ◽  
Mudasser Qayyum ◽  
Waqas Qadeer ◽  
M. Javed
Keyword(s):  
Purchase Intention ◽  
Brand Trust ◽  
Key Factors ◽  
Brand Attachment ◽  
Result Show ◽  
Consumer Purchase Intention ◽  
Product Image ◽  
Branded Product ◽  
Questionnaire Surveys ◽  
The Impact

The objective of this study is to absorb the brand trust, brand  satisfaction and brand  attachment with ecological cost influence of consumer purchase intention. This study seeks to investigate the effect of aparant product image straight and unforeseen effects of low price, past experience,brand attachment and product awareness on customer  purchase intention. Lead the consumer want to buy branded products and attached with brands. The two key factors, brand trust and brand attachment are effective on consumer purchase intention toward branded products.This questionnaire surveys distributed to levi’s jeans user in Pakistan, in 160 questionnare distributed, 158 athentic questionnaire were returned. This result show, customer in pakistan explain soaring purchase intention  to  branded product  ,levie’s jeans. Brand trust and brand attachment have a positive effective on their purchase intention. This outcome show that applicant show a high intention to eacquire environmental gracious wines as well report solid relationship to the atmosphere. The study aim an useful constitutionnel mold and remark positive effectiv factors for  consumers’ purchase intention towards branded products.

scholarly journals Peran Customer Involvement Dan Corporate Image Dalam Hubungan E-Wom Dengan Purchase Intention

2017 ◽  
Vol 10 (1) ◽  
pp. 51
Author(s):  
Fatik Rahayu
Keyword(s):  
Higher Education ◽  
Purchase Intention ◽  
Corporate Image ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Customer Involvement ◽  
Relationship Model ◽  
The University ◽  
The Impact ◽  
The Relationship

There are many studies about the impact of e-WOM on purchase intention. Rarely studies that focus on the role of customer involvement and corporate image in the relationship between e-WOM with purchase intension especially in education context. The purposes of this study are to investigate the moderating effect of customer involvement and mediating effect of corporate image in the relationsip between e-WOM with purchase intention in higher education. The sample are students of senior high school who have ever search for opinions or reviews through the internet before choosing the university. A SEM is used to asses the relationship of the researh model. The results show that customer involvement has moderating effect and corporate image has mediating effectc in relationship between e-WOM with purchase intention. These results provide new insight into the relationship model between e-WOM with purchase intention in higher education

The importance of region of origin and geographical labeling for tea consumers: the moderating effect of traditional tea processing method and tea prices

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tung-Sheng Wang ◽  
Austin Rong-Da Liang ◽  
Chia-Chun Ko ◽  
Jie-Heng Lin
Keyword(s):  
Purchase Intention ◽  
Geographic Location ◽  
Production Method ◽  
Consumer Response ◽  
Moderating Effect ◽  
Content Type ◽  
Tea Quality ◽  
Place Of Origin ◽  
The Difference ◽  
The Impact

PurposeThe objective of this study is to investigate the impact of geographical labeling (GL) and place of origin on consumers' perceived tea quality and purchase intention, as well as to analyze the moderating effects of traditional tea processing methods and the price of tea.Design/methodology/approachThis study conducts two experiments by combining a simulated scenario with a questionnaire; overall, 383 and 678 valid samples were collected, respectively.Findings(1) The existence of GL is extremely important and will give consumers the perception of higher tea quality resulting in higher purchase intention. The tea’s production method and geographic location are strongly correlated. Thus, whether the tea is produced with traditional methods has a moderating effect on the place of origin, GL, and consumer response in study 1. (3) Different tea pricing has a moderating effect on the place of origin/GL and consumer response in study 2.Originality/valueThis study demonstrates the relationship between consumers' perception of tea GL, and their response helps to identify the difference between Eastern and Western tea culture, which can be used to help promote and market tea leaves. Multiple clues show a complementary effect between the place of origin and the GL on tea packaging. In addition, perception of the tea craftsmanship from the place of origin (long-term) and the price manipulation (short-term) have a moderating effect, which can be used to improve tea marketing design in academia and in practice.

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