scholarly journals The moderating role of openness to experience: Influence of nostalgia on purchase intention

2020 ◽  
Vol 9 (2) ◽  
pp. 67
Author(s):  
Rahmat Eka Putra ◽  
Muhammad Fariz
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Openness To Experience ◽  
Social Identification ◽  
Big Five Model ◽  
Identification Theory ◽  
Individual Variables ◽  
Moderating Role ◽  
Moderation Process

This study proposes and tests an interactional model of purchase intention where openness to experience serves as a core construct between nostalgia and purchase intention. Based on Identity Social Theory and the Big Five Model of personality traits, nostalgia and openness to experience are proposed as contextual and individual variables that are interrelated in this process. The interaction between openness to experience and nostalgia leads to buying intention behavior. In general, this model needs a moderation process where openness to experience is a crucial factor to transform the contextual resource into purchase intention behavior. The hypotheses are examined using structural Equation Modelling, based on data obtained from a self-administered survey of 273 respondents. We discuss the implication, both theoretical and practical in this study.Keywords: Nostlagia, Openness To Experience, purchase Intention, Social Identification Theory. 

scholarly journals Consumer Responses to Explicit Sexual Stimuli in Advertising: Artistic vs Provocative Style

2017 ◽  
Vol 11 (1) ◽  
pp. 102
Author(s):  
Marcello Tedeschi ◽  
Beatrice Luceri ◽  
Sabrina Latusi ◽  
Donata Tania Vergura ◽  
Cristina Zerbini
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Positive Emotions ◽  
Communication Effectiveness ◽  
Consumer Responses ◽  
Sexual Stimuli ◽  
Sexual Appeal ◽  
Consumer Perspective ◽  
Moderating Role

This study extends prior research on sexual appeal advertising by developing a model of consumer responses to explicit sexual stimuli conveyed through different expressive styles (artistic versus provocative). A between-subjects experimental design (N=369) was conducted. The theoretical model includes ad-, brand- and behaviour-related variables. Structural equation modelling was used to estimate the hypothesized relationships.Findings reveal that the use of an artistic format stimulates a better response than the use of images in merely provocative poses. From a female consumer perspective, all paths were positive and significant when exposed to the artistic nudity stimuli, with the only exception of the positive emotions-purchase intention relationship. Results suggest a moderating role of the mode of representing sexual images on attitude-intention relationships. From a male consumer perspective, the response was similar, but any effect was present between attitude towards the advertisement and purchase intention. Support was found for a moderating influence of expressive styles on positive emotion-attitude towards the brand relationship.The paper sheds new lights on the way explicit sexual stimuli can be represented, offering a contribution to improving the communication effectiveness of products and brands that exploit sexual stimuli.

scholarly journals Organic food consumption in China: the moderating role of inertia

2018 ◽  
Vol 169 ◽  
pp. 01019
Author(s):  
Tsai-Fa Yen
Keyword(s):  
Food Consumption ◽  
Purchase Intention ◽  
Structural Equation ◽  
Statistical Significance ◽  
Organic Food ◽  
Taiwan Strait ◽  
Equation Modeling ◽  
Organic Food Consumption ◽  
Moderating Role

Despite the progressive development of the organic food sector across Taiwan Strait, little is known about how consumers’ self congruity will influence organic food decision through various degrees of attitude and whether or not consumers with various degrees of inertia will vary in their intention to buy organic foods. The current study aims to examine the effect of consumption self congruity on behavioral intention related to organic food consumption under the mediating role of attitude as well as the moderating role of inertia. Research data were collected from organic food consumers across Taiwan Strait via a questionnaire survey, eventually obtaining 500 valid questionnaires for analysis. This study tested the overall model fit and hypotheses through structural equation modeling method (SEM). The results show that consumer attitude significantly mediates the effects of self congruity on organic food purchase intention. Moreover, the moderating effect of inertia is statistical significance, indicating that the relationship between attitude and purchase intention becomes weaker in the condition of consumers with higher degree of inertia. Several implications and suggestions are also discussed for organic food providers and marketers.

scholarly journals INFLUENCE OF MANUFACTURER SIGNATURE ON STORE BRANDS' LOYALTY AND PURCHASE INTENTION

2016 ◽  
Vol 56 (1) ◽  
pp. 29-42
Author(s):  
CRISTINA CALVO-PORRAL ◽  
VALENTÍN-ALEJANDRO MARTÍNEZ-FERNÁNDEZ ◽  
OSCAR JUANATEY-BOGA
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Group Analysis ◽  
Empirical Support ◽  
Equation Modeling ◽  
Store Brand ◽  
Store Brands ◽  
Multiple Group ◽  
Moderating Role

ABSTRACT With today's trend toward higher store concentration, building strong store brands has become a priority for many retailing companies. This study aims to analyze the differences in store brands' purchasing likelihood between store brands with a manufacturer identification - a manufacturer signature - and store brands with no information about the manufacturer, as well as the moderating role of the manufacturer signature on store brands' purchase intention. We carried out multiple group analysis through structural equation modeling. Our findings suggest that store brand image has the most significant influence on loyalty and purchase intention for both types of store brands. Moreover, and contrary to our expectations, we did not find empirical support for the moderating role of manufacturer signature on store brands' purchasing likelihood.

scholarly journals The Effect of Supervisor Identification on Unethical Pro-Supervisor Behavior: The Moderating Role of Employability Perceptions

2020 ◽  
Author(s):  
Kangmin Lee
Keyword(s):  
Positive Relationship ◽  
Social Identification ◽  
Great Power ◽  
Unethical Behaviors ◽  
Identification Theory ◽  
Time Lagged ◽  
The Individual ◽  
Supervisor Behavior ◽  
Moderating Role

Under some employment circumstances, individuals in some organizations are willing to engage in unethical behaviors that benefit one’s own supervisors who have a great power to decide the levels of evaluation and compensation for each individual. In this study two hypotheses were examined. First, based on social identification theory, we hypothesized that individuals’ feeling a sense of oneness with one’s own supervisors promote unethical pro-supervisor behaviors (UPSB). Second, based on a person-situation interactionist model, we hypothesized that this positive relationship is strengthen if the individual perceives lower levels of one’s own employability. Data were collected from 185 individuals of various types of organizations in South Korea. A time-lagged field study supported our hypotheses. In particular, supervisor identification was positively related to UPSB. Further, for individuals with a weaker employability perception, supervisor identification was positively related to UPSB.

Exploring the meteoric rise of online food ordering apps (OFOAs): the moderating role of visibility

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Debarun Chakraborty
Keyword(s):  
Technology Acceptance ◽  
Purchase Intention ◽  
Structural Equation ◽  
Future Research ◽  
Content Type ◽  
Customer Behaviour ◽  
Intent To Purchase ◽  
Applied Technology ◽  
Moderating Role

PurposeOnline food ordering apps (OFOAs) have become increasingly popular, and consumers have widely recognized their benefits, particularly during pandemics or lockdowns. Despite the growing popularity of OFOAs, little is known about technology acceptance theories and their impact on purchase intention. The current study proposes the amalgamation of three theories to bridge this gap, better explaining customer behaviour toward OFOAs.Design/methodology/approachTo create a model, the researcher applied technology acceptance theories, visibility and purchase intention. To obtain results, the researcher used structural equation modelling (SEM) and moderation analysis on 432 responses obtained through a questionnaire.FindingsAccording to the research, all constructs were found to have a favourable and significant impact on the intention to use OFOAs, except compatibility. The moderating effect of visibility on intent to purchase is shown in the study. The study's findings add to the knowledge of consumer behaviour and practice.Research limitations/implicationsThis work sheds light on technology acceptance theories that ensure that OFOA platforms are used indefinitely. Furthermore, the significance of visibility as a mediator of purchase intention provides a deep insight into customer behaviour.Originality/valueThis model, which combines technology acceptance theories' original constructs with visibility to moderate purchase intention on OFOA platforms, is the first of its type in the current literature. Furthermore, this theoretical progress paves the way for future research.

Exploring the Role of E-Servicescape Dimensions on Customer Online Shopping

2021 ◽  
pp. 675-698
Author(s):  
Rohit Yadav ◽  
Tripti Mahara
Keyword(s):  
Gender Gap ◽  
Purchase Intention ◽  
Structural Equation ◽  
Strong Predictor ◽  
Three Dimensions ◽  
Purchase Behavior ◽  
Stimulus Features ◽  
Customer Trust ◽  
Moderating Role

With limited empirical evidence and an incomplete understanding of e-servicescape environment, its effects on e-commerce websites still needs to be explored. Hence, the study understands and assesses the effects of e-servicescape environment on customer purchase behavior, considering the moderating role of gender. The stimulus-organism-response framework was adapted to formulate a conceptual model, in which the e-servicescape (stimulus) features were modelled as an antecedent of customer trust (organism) on website that directs customer behaviour of purchase intention (response). To conduct an analysis, a data sample of 304 responses was collected from those who have earlier used e-commerce websites using a structural equation modelling technique. Results of the study shows that e-servicescape dimensions are a strong predictor of trust that strongly impacts customer purchase intention. Results further reveal that in an online environment, the gender gap is depleting as it impacts all three dimensions of the e-servicescape on customer behavior which remains consistent for both groups.

scholarly journals How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness

2021 ◽  
Vol 13 (16) ◽  
pp. 8723
Author(s):  
Woohyuk Kim ◽  
Seunghee Cha
Keyword(s):  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Consumer Innovativeness ◽  
Green Advertising ◽  
Advertising Strategies ◽  
The Relationship ◽  
Moderating Role

Although the importance of green advertising has increased, there is still little research in terms of attributes of green advertising. The purpose of our study was to investigate the relationship between attributes of green advertising and purchase intention when moderated by consumer innovativeness. After collecting data from consumers in South Korea, we analyzed 200 usable surveys in structural equation modeling. The analysis revealed positive relationships between three attributes of green advertising (i.e., attractiveness, informativity, and reliability) and purchase intention and identified the moderating role of consumer innovativeness in those relationships. Our findings have implications for marketing, especially for the development of green advertising strategies.

scholarly journals Green awareness and green purchase intention: The moderating role of corporate image

2021 ◽  
Vol 924 (1) ◽  
pp. 012051
Author(s):  
E R Lestari ◽  
R Septifani ◽  
K Nisak
Keyword(s):  
Environmental Sustainability ◽  
Purchase Intention ◽  
Structural Equation ◽  
Corporate Image ◽  
Partial Least Square ◽  
Least Square ◽  
Green Products ◽  
Buying Behaviour ◽  
Moderating Role

Abstract Customers’ awareness of environmental sustainability plays an important role in green purchase intentions. Understanding the buying behaviour of green products is particularly interesting since the corporate image builds customers trust and becomes a consideration to choose and purchase green products. This research aims to explore the influence of green awareness on the purchase intention of green products by considering the contingency effect of corporate image. The study used a survey questionnaire to collect responses from 155 respondents in Malang-East Java, Indonesia. The research was designed by using Structural Equation Modelling (SEM). Partial Least Square analysed the data. The results show that customers’ green awareness positively affects green purchase intention, while the corporate image was found to have a positive moderating role in the relationship. The research has indicated that corporate image can help develop consumers’ trust in the companies and influence the purchase intention of its product.

scholarly journals The Effect of Supervisor Identification on Unethical Pro-Supervisor Behavior: The Moderating Role of Employability Perceptions

2020 ◽  
Vol 17 (24) ◽  
pp. 9344
Author(s):  
Kangmin Lee
Keyword(s):  
Positive Relationship ◽  
Social Identification ◽  
Great Power ◽  
Unethical Behaviors ◽  
Identification Theory ◽  
Time Lagged ◽  
The Individual ◽  
Supervisor Behavior ◽  
Moderating Role

Under some employment circumstances, individuals in some organizations are willing to engage in unethical behaviors that benefit one’s own supervisors who have a great power to decide the levels of evaluation and compensation for each individual. In this study, two hypotheses were examined. First, based on social identification theory, we hypothesized that individuals’ feeling a sense of oneness with one’s own supervisors promote unethical pro-supervisor behaviors (UPSB). Second, based on a person–situation interactionist model, we hypothesized that this positive relationship is strengthened if the individual perceives lower levels of one’s own employability. Data were collected from 185 individuals of various types of organizations in South Korea. A time-lagged field study supported our hypotheses. In particular, [supervisor identification was positively related to UPSB. Furthermore, for individuals with a weaker employability perception, supervisor identification was positively related to UPSB.

Exploring the Role of E-Servicescape Dimensions on Customer Online Shopping

2020 ◽  
Vol 18 (3) ◽  
pp. 53-73
Author(s):  
Rohit Yadav ◽  
Tripti Mahara
Keyword(s):  
Gender Gap ◽  
Purchase Intention ◽  
Structural Equation ◽  
Strong Predictor ◽  
Three Dimensions ◽  
Purchase Behavior ◽  
Stimulus Features ◽  
Customer Trust ◽  
Moderating Role

With limited empirical evidence and an incomplete understanding of e-servicescape environment, its effects on e-commerce websites still needs to be explored. Hence, the study understands and assesses the effects of e-servicescape environment on customer purchase behavior, considering the moderating role of gender. The stimulus-organism-response framework was adapted to formulate a conceptual model, in which the e-servicescape (stimulus) features were modelled as an antecedent of customer trust (organism) on website that directs customer behaviour of purchase intention (response). To conduct an analysis, a data sample of 304 responses was collected from those who have earlier used e-commerce websites using a structural equation modelling technique. Results of the study shows that e-servicescape dimensions are a strong predictor of trust that strongly impacts customer purchase intention. Results further reveal that in an online environment, the gender gap is depleting as it impacts all three dimensions of the e-servicescape on customer behavior which remains consistent for both groups.

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