Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers’ purchase behavior, it is crucial to understand the driving force behind their choice of one specific brand among various competitors. A few prior researches have demonstrated that not only the optimal experience of flow, but also identity features (i.e., self-identity, social identity, brand identity) facilitate a customer’s purchase intention. Previous studies also indicate that brand-related constructs (e.g., typically brand image but sometimes also brand personality and communication) predict purchase intention. As the first study combining flow, which focuses on investigating the consumer purchase behavior through identity and brand-related constructs, we propose a conceptual model that combines flow theory, brand image, brand communication, brand identity, and brand personality to investigate purchase intention. We have empirically tested the conceptual model based on the data collected from 1377 Chinese smartphone users. Results via the structural equation modeling with AMOS software indicated that flow experience, brand image, brand communication, brand personality, and brand identity all directly or indirectly explain purchase intention. Flow experience serves a critical role in mediating the path from brand communication, brand personality, and brand identity to purchase intention. The research focuses on the strategic implication of the various brand features management and aims to harmonize economic, social, and environmental sustainability.

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Factors Affecting the Purchase Intention of Virtual Goods in Mobile Game Clash Royale

Petra International Journal of Business Studies ◽

10.9744/ijbs.1.1.45-56 ◽

2018 ◽

Vol 1 (1) ◽

pp. 45-56

Author(s):

Jeremy Limanto ◽

Hatane Semuel ◽

Michael Adiwijaya

Keyword(s):

Conceptual Model ◽

Purchase Intention ◽

Brand Image ◽

Critical Role ◽

Mobile Internet ◽

Internet Usage ◽

Consumer Engagement ◽

Factors Affecting ◽

Mobile Game ◽

Customer Interaction

Concerning Indonesia‘s rapid growth of mobile internet usage and also a growing mobile game market, this research aims to analyze the influence of Customer-to-Customer interaction (C2C) towards the purchase intention of virtual goods in a mobile game. It proposes a conceptual model integrating variables that have been studied in previous research on purchase intention, consumer engagement, brand image, and also C2C interaction, the latter of which plays a critical role, but has received less mobile game attention. The conceptual model has been tested using SmartPLS to a database of 200 players in Indonesia. The results show that consumer engagement, brand image is associated with C2C interaction and purchase intention in mobile game Clash Royale.

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Effect of “Single” vs. “Multiple” possession and usage of loyalty programme on re-purchase intention behavior of airline frequent passengers in India

Journal of Airline and Airport Management ◽

10.3926/jairm.116 ◽

2018 ◽

Vol 8 (2) ◽

pp. 13

Author(s):

Joemon Pappachan

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Brand Image ◽

Equation Model ◽

Purchase Behavior ◽

Equation Modeling ◽

Frequent Flyer ◽

Statistical Validity ◽

The Relationship ◽

Loyalty Programme

Purpose: This paper tries to find out the effect of single vs. multiple possession and usage of frequent flyer programme by frequent passengers on their re-purchase intention behavior in India. Design/methodology/approach: This paper tested the hypotheses, whether the variations in possession level of frequent flyer programme influences the relationship among the selected antecedent variables such as passengers’ satisfaction with the loyalty programme, passengers’ level of trust in the airline and the perceived brand image on the re-purchase intention behavior of frequent passengers. A structural equation model depicting the re-purchase behavior of frequent flyers were developed and tested. Findings: There exists an overall statistical validity of the model build-up by using structural equation modeling. Significant differences are observed in brand and trust variables in influencing re-purchase intention behavior of frequent passengers. This finding was further verified in correspondence to the variations in loyalty programme status and possession levels of loyalty programme memberships.Practical implications: Re-purchase behavior of passengers holding single and multiple loyalty programme memberships were compared and drawn implications for the airlines to guesstimate re-purchase intentions of regular passengers. Originality/value: The empirical findings of this study proves that there is a tendency to shift from single to multiple possessions of airline loyalty memberships while the frequent passengers progress on their travel needs. This study proclaimed that passengers possessing single loyalty programme are more influenced by brand image of the airline where as passengers using multiple loyalty programmes are by and large accustomed by means of the trust in the airline services than its brand image.

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An Empirical Study on the Impact of E-Commerce Live Features on Consumers’ Purchase Intention: From the Perspective of Flow Experience and Social Presence

Information ◽

10.3390/info12080324 ◽

2021 ◽

Vol 12 (8) ◽

pp. 324

Author(s):

Haijian Wang ◽

Jianyi Ding ◽

Umair Akram ◽

Xialei Yue ◽

Yitao Chen

Keyword(s):

Social Presence ◽

Purchase Intention ◽

Structural Equation ◽

Positive Impact ◽

Focus Of Attention ◽

Equation Modeling ◽

Flow Experience ◽

Live Broadcast ◽

Modeling Data ◽

The Impact

The COVID-19 pandemic and the continuous advancement of live e-commerce technology pushed the swift growth of live e-commerce in China. Based on the S–O–R theoretical framework, this study investigates the impact of live broadcast characteristics on consumers’ social presence and flow experience, along with their impact on the consumers’ consumption intention in live e-commerce scenarios through questionnaires. Using structural equation modeling, data processing and involvement were introduced as regulating variables. Host charm, interaction, and trust in the host exerted a significant positive impact on social presence. In addition, host charm and trust in host significantly affected flow experience, and social presence significantly affected flow experience. Both social presence and flow experience significantly affected consumption intention, while involvement affected all paths to some extent. Overall, this study illustrates the significance of host in live e-commerce, and consumers with low involvement should be the focus of attention in live e-commerce.

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The Development of Social Influence and Aesthetic on Purchase Intention

Jurnal Manajemen ◽

10.24912/jm.v25i1.700 ◽

2021 ◽

Vol 25 (1) ◽

pp. 1

Author(s):

Alberta Honylia Novitasari Sambe, Jony Oktavian Haryanto

Keyword(s):

Social Influence ◽

Purchase Intention ◽

Structural Equation ◽

Purchase Behavior ◽

Equation Modeling ◽

Gaming Industry ◽

Social Games ◽

Virtual Economy ◽

New Perspective ◽

Strong Existence

Due to the development of internet nowadays, people utilize it with games and it results in the development of gaming industries that leads to strong existence of virtual economy. However, the development of the gaming industry in Indonesia was indeed a little late compared to other countries. This study generates a new perspective that describes purchase intention on virtual goods in Massively Multiplayer Online Social Games (MMOSG), Audition, in Indonesia. This research is done through a survey by using questionnaire which acquired 200 Audition players as respondents. The data processing used is structural equation modeling. Results of the study show factors that significantly influence purchase intention on virtual goods are social influence and aesthetic in which purchase intention affects actual purchase behavior, while price utility and satisfaction do not influence purchase intention.

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An Empirical Research on Factors Influencing Purchase Intention of Mobile Shopping

Sinología hispánica ◽

10.18002/sin.v1i6.5491 ◽

2018 ◽

Vol 1 (6) ◽

pp. 115

Author(s):

Luo Yong ◽

Li Shenghua

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Factor Model ◽

Influencing Factor ◽

Perceived Value ◽

Equation Modeling ◽

Flow Experience ◽

Font Size ◽

Mobile Shopping ◽

The Impact

Based on the theory of Flow experience, this thesis combines the theory of perceived value with the theory of customer innovation, and constructs the influencing factor model of Smartphone users’ purchase intention. The paper aims to understand the impact of Flow experience in the intention of mobile shopping in China. To address this, an empirical study with 430 subjects was carried out. It collected the data by questionnaire with 5-point Likert scale, and used SPSS.22.0 and AMOS.21 to encode and analysis the data by the method of factor analysis, descriptive statistics and structural equation modeling. The results indicate that flow experience has a significant positive effect on the purchase intention of mobile shopping, and customer innovation has a direct effect on flow experience which in turn impacts purchase intention. Furthermore, this study also reveals that perceived value influence mobile shopping deeply. Key words: Mobile shopping

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Sustainable Purchase Behavior Through Religious Orientation, Psychological Contract & Intention-evidence From Pakistani Retail Industry

10.21203/rs.3.rs-557219/v1 ◽

2021 ◽

Author(s):

Numair Sulehri ◽

Imran Dar ◽

Sajjad Hussain

Keyword(s):

Food Safety ◽

Psychological Contract ◽

Urban Areas ◽

Purchase Intention ◽

Religious Orientation ◽

Psychological Needs ◽

Purchase Behavior ◽

Equation Modeling ◽

Mediating Role ◽

The Way

Abstract The purchase patterns have been shifted from tangibles to societal orientations, where religious orientation is the way forward for sustainable purchase behavior in expanding urban areas of a middle-income country. The ethical and responsiveness considerations through the connection between Islamic religious orientation (IsRO), purchase intention (PI), and total psychological contract (TPsC) is a research gap projected to be filled from multiple dimensions. Captivating the purchase intention and total psychological contract as mediating variables and analytical approach for religious orientation on purchase behavior constructed in the present research. The empirical assessment was executed through Structural Equation Modeling (SEM) approach based on the cross-sectional research design. There were 669 participants selected from large superstores, with ages ranging from 16 to 55 (M=3.38, SD=1.06), from Islamabad and Rawalpindi in Pakistan, from September 2018 to March 2019. The findings revealed that religious orientation level positively enhanced customer purchase behavior, purchase intention and psychological contract in organized retail stores and psychological contract played a mediating role in the influencing on the purchase behavior; whereas, the purchase intention also played a mediating role between religious orientation and customer purchase behavior. Therefore, the religious orientation stimulated a higher level of purchase behavior since it favored of the higher level of psychological contract and purchase intention in organized retail store customer. The study highlighted the value of cognitive and moral processes and psychological needs could be one of the crucial factors for improvement of perceptual change in terms of purchase behavior of retail consumers that connect psychological dimension with suitability indicators of being responsiveness and ethical consideration sourced from religious orientation. The implications pave the way forward for product development, purchase strategies, and retail market sensing for corporate retail chains and government utility stores for ethical business processes. Meanwhile, the government and enterprises need to strengthen the popularization and dissemination of environmental protection and food safety knowledge to enhance consumers’ environmental and food safety awareness, improving the social environment of the cultivation of the organic food market.

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Attractiveness, trustworthiness and expertise – social influencers’ winning formula?

Journal of Product & Brand Management ◽

10.1108/jpbm-06-2019-2442 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Klaus-Peter Wiedmann ◽

Walter von Mettenheim

Keyword(s):

Purchase Intention ◽

Online Survey ◽

Source Credibility ◽

Brand Image ◽

Equation Modeling ◽

Price Premium ◽

Future Research ◽

Brand Trust ◽

Content Type ◽

Brand Satisfaction

Purpose The importance of influencer marketing is constantly growing. However, little empirical research has examined influencers’ success requirements. This study aims to fill this gap by exploring whether the requirements of influencers’ attractiveness, expertise and trustworthiness are relevant for online influencer campaigns. An entry-level luxury fashion brand is the focus of the experiment. Design/methodology/approach A total of 288 participants completed an online survey evaluating the profiles of influencers who varied in terms of the three abovementioned requirements. The impacts of these requirements on brand image, brand satisfaction and brand trust as well as purchase intention and price premium were tested via structural equation modeling. Findings The results show that the most important requirement is trustworthiness, followed by attractiveness; surprisingly, the relevance of expertise is virtually nil. Research limitations/implications To date, practitioners are still struggling with the success requirements of influencer marketing. They have focused on traditional advertising models and numeric requirements such as the amount of followers. However, regarding merely these requirements can result in wrong decisions. Considering the two requirements, attractiveness and trustworthiness, in a stronger way can provide a remedy to this struggle. In future research, the relevance of the requirements in different involvement conditions and for non-attractiveness-related products might be investigated. Originality/value To the best of the authors’ knowledge, this study is one of the first to explore the success requirements that are directly related to influencers (e.g. attractiveness) rather than numeric requirements of their profiles (e.g. page rank) and the impacts of those requirements on brand image, brand satisfaction and brand trust as well as purchase intention and price premium. It adapts the Source-Credibility Model for influencers and shows that its requirements interact in a unique way that is counterintuitive and different from other endorser types such as celebrities or salespersons.

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Consumer purchase intention of a cosmetic product after the Fukushima nuclear incident

Social Behavior and Personality An International Journal ◽

10.2224/sbp.6676 ◽

2018 ◽

Vol 46 (4) ◽

pp. 551-561 ◽

Cited By ~ 1

Author(s):

Jae Hoon Hyun ◽

Suk Bong Choi

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Brand Image ◽

Equation Modeling ◽

Factors Affecting ◽

The Public ◽

Cosmetic Product ◽

Consumer Purchase Intention ◽

The Impact

We examined the factors affecting consumer purchase intention of a cosmetic product after the Fukushima nuclear incident and the role of distinctiveness in postcrisis recovery. Through a 2-group experiment and structural equation modeling, we found that the incident did not affect the firm's reputation and brand image but it was perceived as a significant threat to health and product safety that consequently negatively affected purchasing intentions. Findings also showed that high distinctiveness is a valid factor in diminishing the impact of crisis. In particular, a firm's reputation and indirect effects on revenue are least affected by, or even positively related to distinctiveness. We have included discussion of the critical implications for firms around the importance of maintaining desirable relationships with the public as preparation for a crisis and for rapid postcrisis recovery.

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Connecting the dots between brand logo and brand image

Asia-Pacific Journal of Business Administration ◽

10.1108/apjba-06-2018-0101 ◽

2019 ◽

Vol 11 (1) ◽

pp. 68-87

Author(s):

Harsandaldeep Kaur ◽

Kanwalroop Kaur

Keyword(s):

Structural Equation ◽

Brand Image ◽

Brand Personality ◽

Equation Modeling ◽

Personality Dimensions ◽

Content Type ◽

Brand Familiarity ◽

Sphere Of Influence ◽

The Impact ◽

The Relationship

Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.

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Factors influencing green purchase behavior of millennials in India

Management of Environmental Quality An International Journal ◽

10.1108/meq-02-2018-0023 ◽

2018 ◽

Vol 29 (5) ◽

pp. 798-812 ◽

Cited By ~ 29

Author(s):

Richa Chaudhary ◽

Samrat Bisai

Keyword(s):

Willingness To Pay ◽

Cultural Context ◽

Purchase Intention ◽

Structural Equation ◽

Purchase Behavior ◽

Equation Modeling ◽

Perceived Behavioral Control ◽

Buying Behavior ◽

Content Type ◽

The Relationship

Purpose Building on the theory of planned behavior (TPB), the purpose of this paper is to understand the green buying behavior of educated millennials in India. The study also attempts to extend the TPB by including two additional variables, environmental concern (EC) and willingness to pay premium, in the framework. Design/methodology/approach Data were collected from 202 students from various departments of an institute of higher education in India. The proposed model was tested with the help of structural equation modeling using bootstrapping procedures in SPSS AMOS 24. Findings Except for the direct association between subjective norm (SN) and purchase intention (PI), the study provided support for the TPB framework. EC was found to exert an indirect influence on green PI through its effect on attitude, SN and perceived behavioral control. Willingness to pay premium moderated the relationship of PI with green buying behavior. PIs were found to successfully translate into purchase behavior (PB). Practical implications This research by promoting an understanding on the factors affecting the green buying behavior of educated millennials in India will assist green marketers to tap the tremendous potential inherent in this market segment by formulating customized market plans and strategies. Originality/value The study extends the existing literature by validating and extending the TPB framework in a unique cultural context and advancing the understanding of underlying psychological mechanisms and boundary conditions of the relationship between PIs and PBs.

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