AI Technology and Online Purchase Intention: Structural Equation Model Based on Perceived Value

(1) Background: AI technology has been deeply applied to online shopping platforms to provide more accurate and personalized services for consumers. It is of great significance to study the different functional experiences of AI for consumers to improve the current application status of AI technology. (2) Method: Based on the “SOR” model, this study divides the AI technology experienced by the consumers of online shopping platforms into three dimensions: accuracy, insight, and interaction experience. The perceived value is taken as the mediating variable from the prospect of perceived utility value and perceived hedonic value. This article uses empirical research methods to analyze the effect of the three dimensions of online shopping AI experience to research the internal influence mechanism of consumers’ purchase intention. (3) Results: 1. The accuracy, insight, and interaction experience of AI marketing technology each have a significant positive impact on consumers’ perceived utility value and hedonic value; 2. Both the perceived utility value and perceived hedonic value obtained by an AI technology experience can promote the formation of consumers’ purchase intention; 3. The perceived hedonic value was better than perceived utility value at promoting the consumers’ purchase intention.

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AI Technology and Online Purchase Intention：Multi-Group Analysis Based On Perceived Value

10.20944/preprints202103.0465.v1 ◽

2021 ◽

Author(s):

Jiwang Yin ◽

Xiaodong Qiu

Keyword(s):

Purchase Intention ◽

Online Shopping ◽

Positive Impact ◽

Group Analysis ◽

Perceived Value ◽

Three Dimensions ◽

Utility Value ◽

Current Application ◽

Hedonic Value ◽

Perceived Utility

(1) Background: AI technology has been deeply applied to online shopping platform to provide more accurate and personalized services for consumers. It is of great significance to study the different functional experience of AI for consumers to improve the current application status of AI technology.(2)Method: Based on the "S-O-R" model, this study divided the AI technology expe-rienced by the consumers of online shopping platform into accuracy, insight and interaction experience. Takes the perceived value as the mediating variable from the prospect of perceived utility value and perceived hedonic value. This article use empirical research method to analyze the effect of three dimensions of online shopping AI experience to research the internal influence mechanism of consumers purchase intention. (3) Results:① The accuracy, insight and interaction experience of AI marketing technology have a significant positive impact on consumers' per-ceived utility value and hedonic value respectively; ②Both of the perceived utility value and perceived hedonic value obtained by AI technology experience can promote the formation of consumers' purchase intention; ③ The perceived hedonic value was better than perceived utility value to promote the consumers' purchase intention; ④The results of multi group analysis show that some younger and less experiences consumers groups prefer the pleasure experience such as shopping desire stimulation, shopping process relaxation and pleasure that AI marketing brought. However, utilitarian value cannot promote this kind of consumers' purchase intention. (4) Con-clusions: Perceived utility value and perceived hedonic value can be the intermediary between AI technology and consumers' purchase intention.

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Technology readiness and e-service quality – impact on purchase intention and loyalty

Marketing Intelligence & Planning ◽

10.1108/mip-06-2021-0196 ◽

2022 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Doddahulugappa Goutam ◽

Shirshendu Ganguli ◽

B.V. Gopalakrishna

Keyword(s):

Service Quality ◽

Purchase Intention ◽

Online Shopping ◽

Positive Impact ◽

Vital Role ◽

Three Dimensions ◽

Technology Readiness ◽

Content Type ◽

Study Results ◽

Impact Of Technology

PurposeThis paper aims to explore impact of technology readiness (TR) on e-service quality (ESQ) and effect of ESQ and TR on purchase intention (PI) and behavioral loyalty (BL) in the context of online shopping.Design/methodology/approachWith the help of the existing literature, the authors propose a conceptual model. Questionnaire was designed to collect data, and analysis has been done using a final sample of 341 respondents.FindingsThe results show how TR has a significant impact on ESQ, PI and BL. Outcomes also highlight that only three dimensions of ESQ have a positive impact on both PI and BL. System availability dimension of ESQ impacts neither PI nor BL. Therefore, TR and ESQ together play a vital role as enablers in influencing BL and PI in online shopping context.Practical implicationsThe study results will serve as a guide to business-to-consumer e-commerce players and help them to determine how TR and ESQ dimensions will help them to build BL and PI for online shopping.Originality/valueThis is one of the first studies that takes into consideration both TR and ESQ and check how they impact PI and BL. Also, in the Indian context, it is an under-researched area and tries to fulfill this gap.

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PERAN SCARCITY MARKETING DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION PADA PENGGUNA TRAVELOKA

JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). ◽

10.35794/jmbi.v8i1.32440 ◽

2021 ◽

Vol 8 (1) ◽

Author(s):

Carolina Heriyanto ◽

Adrie Oktavio ◽

Thomas Stefanus Kaihatu

Keyword(s):

Data Analysis ◽

Structural Equation Modelling ◽

Purchase Intention ◽

Structural Equation ◽

Positive Impact ◽

Perceived Value ◽

Partial Least Square ◽

Least Square ◽

Limited Time ◽

Equation Modelling

Abstrak - Penelitian ini dibuat dengan tujuan untuk mengetahui peran dari scarcity marketing dan perceived value terhadap purchase intention pada pengguna Traveloka. Scarcity marketing dalam penelitian ini berperan sebagai variabel bebas yang dibagi menjadi 2 jenis yaitu limited-time scarcity (X1) dan limited-quantity scarcity (X2). Variabel perceived value (Y1) berperan sebagai variabel mediasi dan purchase intention (Y2) sebagai variabel terikat. Penelitian ini menggunakan metode penelitian kuantitatif dengan menyebarkan kuesioner kepada 100 orang pengguna Traveloka dengan kriteria pernah melihat promo Traveloka dengan scarcity marketing dan telah melakukan transaksi minimal 2x dalam 2 tahun terakhir sebagai teknik pengumpulan data. Teknik analisis data yang digunakan yaitu Structural Equation Modelling - Partial Least Square (SEM-PLS). Selanjutnya, berdasarkan hasil pengujian melalui software SmartPLS, didapatkan hasil bahwa limited-quantity scarcity berpengaruh signifikan positif terhadap perceived value. Selain itu kedua jenis scarcity marketing juga memberikan pengaruh positif dan signifikan terhadap purchase intention.Kata Kunci: scarcity marketing; limited-time scarcity; perceived value; limited-quantity scarcity; purchase intention Abstract - This study examines the role of scarcity marketing and perceived value on purchase intention of Traveloka users. Scarcity marketing in this study acts as an independent variable which is divided into 2 types of scarcity, limited-time scarcity (X1) and limited-quantity scarcity (X2). Perceived value (Y1) as a mediating variable and purchase intention (Y2) as the dependent variable. The method used for this research is quantitative and the data collected by distributing questionnaires to 100 Traveloka users which has ever seen scarcity marketing on Traveloka promos and has made at least 2x transactions in the last 2 years. Furthermore, Structural Equation Modelling - Partial Least Square (SEM-PLS) was used as the data analysis technique. Based on the data analysis results through SmartPLS software, found that limited-quantity scarcity had a significant and positive effect on perceived value. In adition the two types of scarcity marketing also had significant and positive impact on purchase intention.Keywords: scarcity marketing; limited-time scarcity; perceived value; limited-quantity scarcity; purchase intention

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THE EFFECT OF THE CONSUMER DECISION-MAKING PROCESS ON THE PERCEIVED VALUE TOWARD SLOW FASHION

Three Seas Economic Journal ◽

10.30525/2661-5150/2021-1-1 ◽

2021 ◽

Vol 2 (1) ◽

pp. 1-7

Author(s):

Ionela-Andreea Puiu

Keyword(s):

Decision Making ◽

Brand Loyalty ◽

Structural Equation ◽

Positive Impact ◽

Perceived Value ◽

Three Dimensions ◽

Decision Making Process ◽

Consumer Decision Making ◽

Slow Fashion ◽

Positive Effect

Slow fashion designates a new paradigm in the clothing industry that promotes the importance of fashion goods realized with natural and durable products, empowering consumers to use the purchased clothes for a longer time, decreasing, in this case, the environmental and societal impact of fashion pieces. Even if it designates the opposite of fast fashion production, the slow fashion notoriety is not remarkably high among consumers. This study proposed to examine the effect of the consumers' decision-making process on the noticed value toward slow fashion. In this regard, we considered multiple decision-making constructs and tested their impact on consumers’ perceived value toward slow fashion. Also, we examined if there are discrepancies in the perceived value toward slow fashion based on gender. A survey was designed and administrated in Romania to a sample of 330 consumers aged between 18-25. We applied to the collected data exploratory analysis to identify the distribution of manifest variables into factors, followed by confirmatory factor analysis to test the performance of the obtained factors. Finally, we tested the proposed hypotheses using the structural equation model procedure. Were identified seven dimensions that compose the decision-making process of the consumers, namely, recreational shopping, perfectionism, brand knowledge, over choice confusion, fashion awareness, impulsive buying, and brand loyalty. Also, were found three dimensions that constitute the consumers' perceived value toward slow fashion, namely, emotional, social, and financial dimensions. The results showed that over choice confusion exhibits a positive effect on the emotional and financial value; fashion awareness manifests a positive effect on the social value, while brand loyalty manifests a positive impact on the financial value. In the case of gender impact on the emotional value, it was identified that, if a respondent is a female, the influence is positive and statistically significant.

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eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

Journal of theoretical and applied electronic commerce research ◽

10.3390/jtaer16050091 ◽

2021 ◽

Vol 16 (5) ◽

pp. 1612-1630

Author(s):

Salvador Bueno ◽

M. Dolores Gallego

Keyword(s):

Least Squares ◽

Partial Least Squares ◽

Purchase Intention ◽

Structural Equation ◽

Source Credibility ◽

Positive Impact ◽

Equation Modeling ◽

Research Model ◽

Argument Quality ◽

The Impact

This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified.

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Antecedents and consequences of trust: an e-tail branding perspective

International Journal of Retail & Distribution Management ◽

10.1108/ijrdm-06-2015-0089 ◽

2016 ◽

Vol 44 (7) ◽

pp. 713-730 ◽

Cited By ~ 17

Author(s):

Gopal Das

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Design Methodology ◽

Brand Management ◽

Online Shopping ◽

Content Type ◽

Equation Modelling ◽

Managerial Implications ◽

Antecedents And Consequences ◽

Structured Questionnaire

Purpose – The purpose of this paper is to examine the antecedents and consequences of trust in online shopping from an e-tail branding perspective. Design/methodology/approach – A structured questionnaire was used to collect data online from Indian e-tail shoppers (n=309). A structural equation modelling (CB-SEM approach) was used to analyse the data. Findings – The results found e-tailer awareness, e-tailer associations, and e-tailer perceived quality as antecedents of trust in online shopping. The results also showed online trust positively influences the behavioural intentions, namely, purchase intention, repurchase, and recommendation. Originality/value – This study examines the applicability and branding and brand management principles in an e-tail branding context. Theoretical and managerial implications of these results are further discussed.

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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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Conflict Management Model of Organization from Molucca’s Cultural Perspective

Journal of Southwest Jiaotong University ◽

10.35741/issn.0258-2724.55.4.38 ◽

2020 ◽

Vol 55 (4) ◽

Author(s):

Albertus Fenanlampir

Keyword(s):

Personality Traits ◽

Purchase Intention ◽

Structural Equation ◽

Positive Impact ◽

Equation Modeling ◽

Cultural Perspective ◽

Mediating Role ◽

Foreign Products ◽

Managerial Implications ◽

Using Data

The purpose of this research is to examine the influence of consumer sentiments on purchase intention toward foreign products and to determine which personality traits are responsible for the formation of consumer sentiments. In this study, we employed Structural Equation Modeling to test the research model using data collected from a survey of 400 young Vietnamese consumers in Ho Chi Minh City. The results provide empirical evidence of the positive impact of consumer cosmopolitanism and xenocentrism on consumers’ purchase intention toward foreign products. Furthermore, through this study, we indicated that certain personality traits shape consumer sentiments. Generally speaking, in the context of foreign consumption, there is an enhanced link between personality traits and purchase intention via the mediating role of consumer sentiments. Theoretical and managerial implications are also discussed.

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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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Exploring stickiness intention of B2C online shopping malls

International Journal of Web Information Systems ◽

10.1108/ijwis-10-2017-0071 ◽

2018 ◽

Vol 14 (2) ◽

pp. 177-192 ◽

Cited By ~ 2

Author(s):

Zheshi Bao ◽

Taozhen Huang

Keyword(s):

Structural Equation ◽

Information Quality ◽

Online Shopping ◽

Three Dimensions ◽

Equation Modeling ◽

Flow Experience ◽

Shopping Malls ◽

Mediation Effects ◽

Content Type ◽

Online Consumers

Purpose The purpose of this paper is to explore the roles of flow experience and e-trust in online consumers’ stickiness intentions from a perspective of information quality and discuss how to retain these consumers. Design/methodology/approach The authors proposed a research model by integrating three dimensions of information quality, flow experience and e-trust. These factors were analyzed to explore the direct and indirect effects on consumers’ stickiness intention. Online questionnaires were adopted to collect data and 259 valid samples were analyzed by structural equation modeling approach. Findings The findings show that information quality provided by B2C online shopping malls can indirectly affect consumers’ stickiness intention through the mediation effects of flow experience and e-trust. Besides, flow experience can also significantly affect e-trust and then indirectly influence stickiness intention. Research limitations/implications The findings suggest that information quality can trigger the effects of flow experience and e-trust to keep stickiness of online consumers. Besides, in the context of online shopping, flow experience would promote consumers’ trust toward e-retailers. Some other theoretical and practical implications are also provided. Originality/value This study indicates the effects of flow experience and e-trust on stickiness intention from an information quality perspective. Meanwhile, the authors also intend to discuss the relationship between consumers’ flow experience and e-trust in the context of B2C online shopping.

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