scholarly journals Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality

2021 ◽  
Vol 13 (11) ◽  
pp. 6336
Author(s):  
Ha-Lim Rhee ◽  
Kyu-Hye Lee
Keyword(s):  
Augmented Reality ◽  
Purchase Intention ◽  
Negative Influence ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Product Involvement ◽  
Brand Advocacy ◽  
The Relationship ◽  
Positive Effect

The fashion industry is undergoing a digital transformation due to the emergence of new shopping channels and external factors such as the COVID-19 pandemic. This study examined the relationship between virtual fitting (VF) experience satisfaction, brand advocacy, mobile purchase intention, and offline purchase intention from an omnichannel perspective to understand how VF based on augmented reality (AR) impacts the customer purchase journey. The study also investigated the moderating effect of a customer’s product involvement, which is a personal characteristic. The results reveal that high satisfaction with the VF experience had a positive effect only on mobile purchase intentions. Brand advocacy formed after the VF experience had a positive effect on both mobile and offline purchase intentions and showed a mediating effect in the relationship between VF experience satisfaction and purchase intention. The moderating effect of product involvement was also confirmed. Moreover, a significantly negative influence of VF experience satisfaction on offline purchase intention was detected for customers who were more involved in sneakers products. These results indicate that VF, which is used as a tool in shopping apps, can achieve customer satisfaction and drive mobile purchases, thus leading to offline purchases based on brand advocacy.

How does renqing influence purchase intentions in the Chinese business-to-business context?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xun Zhang ◽  
Biao Xu ◽  
Jun Wu
Keyword(s):  
Positive Relationship ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Content Type ◽  
Mediating Role ◽  
Chinese Business ◽  
The Relationship ◽  
Business To Business ◽  
Positive Effect

Purpose This study aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese business-to-business (B2B) context. Design/methodology/approach Renqing in China has played an important role in business relationships and has been receiving increased attention in both practice and theory. However, little is known about whether it can influence purchase intentions in a rational B2B condition. This research aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese B2B context. Based on a survey of 1,010 industry buyers from 468 Chinese downstream buyer companies, the empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of long-term orientation (LTO) for increasing purchase intentions. In addition, this study also finds that product involvement (PI) has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. The results highlight several implications for B2B companies that sell products to Chinese enterprises. Findings The empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of LTO for increasing purchase intentions. In addition, this study also finds that PI has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. Originality/value First of all, by answering the research question, this study shows that renqing has a positive effect on purchase intentions in Chinese B2B context. Second, this study elucidates the influence mechanism of renqing on purchase intention and identifies the mediating effect of LTO and the moderating effect of PI.

I like you, but only if not too successful: male spokespersons effectiveness

2019 ◽  
Vol 37 (1) ◽  
pp. 110-123
Author(s):  
Feray Adıgüzel ◽  
Carmela Donato
Keyword(s):  
Purchase Intention ◽  
Negative Influence ◽  
Mediating Effect ◽  
Negative Effects ◽  
High Involvement ◽  
Content Type ◽  
Simultaneous Effect ◽  
Marketing Effectiveness ◽  
The Relationship ◽  
Attractive Male

Purpose This paper aims to examine and compare the simultaneous effect of financially successful appeals and attractiveness for male spokespersons, as well as explain why and when this effect happens based on the viewer’s gender. Design/methodology/approach Two studies were designed by manipulating the success (vs absent) and attractiveness (vs average looking) of a male spokesperson and compared his marketing effectiveness in terms of purchase intention and advertising attitude. Additionally, the influence of gender through the mediating effect of negative/positive affect was compared. Findings Participants indicated lower purchase intention and advertising attitude in light of the success appeal in both studies; however, this effect was influenced by attractiveness in case of high involvement product. Additionally, success had a greater effect on ad effectiveness than attractiveness. Only for males, negative affect mediated the relationship between ad effectiveness and exposure to a successful spokesperson. Practical implications Practitioners should be aware of the negative influence of a financially successful spokesperson overall, especially if he is also very attractive and the product is a high involvement one targeting males. On the contrary, attractiveness of a successful spokesperson might cancel out negative effects for those products targeting females. Originality/value This study differs from previous studies by considering the simultaneous effect of successful and/or attractive male spokespersons on adult sample instead of college students and examine the effects for high and low involvement product.

scholarly journals The Effect of Brand Trust and Brand Loyalty on Consumer Purchase Intention: The Study in The Smartphone Market

2016 ◽  
Vol 5 (5) ◽  
pp. 34-43
Author(s):  
Busra Cecen Saglam ◽  
Mehmet Saglam
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Model ◽  
Purchase Intentions ◽  
Brand Trust ◽  
Consumer Purchase Intention ◽  
Simple Sampling ◽  
The Relationship ◽  
Positive Effect

This research aims to analyze the effect of brand trust and brand loyalty to consumer purchase intentions in the Smartphone market. All the residents of İstanbul who use mobile phones are the population of the research.  Due to the fact that it is very hard to reach all the population, simple sampling method has been used for data collection and 185 participants have been reached. Structural Equation Model has been used to explain the relationship among brand trust, brand loyalty and purchase intentions. SPSS for Windows 17.0 program and AMOS 20 program are used to analyze the data. Results show that both brand trust and brand loyalty have a positive effect on consumer’s purchase intentions. Also it had been determined that brand trust has a positive effect on brand loyalty. Moreover, brand trust has been found as the most effective factor for smartphones brands in the purchase intensions.

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

scholarly journals Religiosity and Purchase Intention of Purwokerto Halal Mart

2020 ◽  
Vol 86 ◽  
pp. 01006
Author(s):  
Pramono Hari Adi ◽  
Feronica Via Christiany
Keyword(s):  
Random Sampling ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
Positive Influence ◽  
Statistical Test ◽  
Purchase Intentions ◽  
The Relationship ◽  
Purchase Intension ◽  
Positive Effect

The research on which entitle Religiosity and Purchase Intension of Purwokerto Halal Mart was aim to analyze the relationship between religiosity and trust in the purchase intention of halal mart retail in Purwokerto. This research is a survey of Taklim Assembly members of the Great Mosque of Baitussalam, Jenderal Soedirman Mosque, Wijayakusuma Mosque, Darussalam Mosque, Bhayangkara Mosque and Fatimatuzahra Mosque. The number of sample were 225 with simple random sampling technique. The statistical test performed is using SEM data analysis. The results show that several dimensions of religiosity, namely experiential, ritualistic, intellectual have positive influence on trust. While the ideological and consequential dimensions do not have a positive effect on trust. For the influence of the dimensions of religiosity on purchase intention namely the experiential, ritualistic, ideological and consequential dimensions have a positive effect on purchase intention, but the intellectual dimension does not have a positive effect on purchase intention. And trust also has a positive effect on purchase intention. This result could inform halal mart and consumers that religiosity empirically influences consumers’ trust and purchase intentions, and also consumers’ trust influence purchase intention in the halal mart.

scholarly journals Investigating online shopping behaviour on mobile and fixed devices: The impact of scarcity and popularity cues

2021 ◽  
Author(s):  
◽  
Tessa Hoffman
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Online Shopping ◽  
Purchase Intentions ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect ◽  
Moderating Role

<p>Smartphones have become ubiquitous in consumers’ lives and have been identified as an important online channel. However, consumers have indicated a preference for purchasing products through their fixed devices, such as computers, and few studies have investigated situations where consumers might indicate greater purchase intentions on their mobile devices. This research examines the influence of scarcity messages and popularity cues on purchase intention in the context of online shopping. Two experiments were conducted to evaluate the differences between consumers using mobile and fixed devices.  Study one was a 3 (scarcity: limited quantity vs limited time vs no scarcity) x 2 (device: fixed vs smartphone) between-subjects design (N = 236). Study one found that in an online shopping context, limited-quantity scarcity messages (e.g. limited stock available) had a negative effect on purchase intention regardless of the consumer’s device. Furthermore, a consumer’s scepticism of advertising moderated the relationship. Perceived risk of online shopping was found to moderate the relationship between device and purchase intention.  Study two was a 2 (scarcity: limited quantity vs no scarcity) x 2 (popularity: ranking vs no ranking) x 2 (device: fixed vs smartphone) between-subjects design (N = 244). The study showed that a popularity cue had a positive effect on purchase intention. However, scarcity had no effect on purchase intention. Consumers in the smartphone conditions also had lower purchase intentions but this was not impacted by the inclusion of a scarcity message or popularity cue. Interestingly, credibility of the content did not moderate the relationships between scarcity and purchase intention, or popularity ranking and purchase intention.  These findings suggest that online scarcity messages do not increase purchase intention, in contrast to previous offline studies. The moderating role of scepticism on the scarcity message and purchase intention relationship indicates that consumers are suspicious of scarcity messages in an online context. However, it appears popularity cues enhance consumer purchase intentions online. Neither a scarcity message or a popularity cue increased purchase intention on a smartphone. The research demonstrates that scarcity messages are not as effective online as they have been shown to be in an offline context and that further research is required to understand how to increase consumer purchase intentions when shopping on a smartphone.</p>

scholarly journals SNS Characteristics of Mobile Communication Company Influencing Brand Attitude and Purchase Intention

2020 ◽  
Vol 11 (2) ◽  
pp. 82
Author(s):  
Sukkyun Hong ◽  
Inchae Park
Keyword(s):  
Multiple Regression ◽  
Purchase Intention ◽  
Explanatory Power ◽  
Brand Attitude ◽  
Mediating Effect ◽  
Mobile Carrier ◽  
Communication Company ◽  
Marketing Methods ◽  
The Relationship ◽  
Positive Effect

Background/Objectives: The purpose of this study is to investigate the influence of SNS characteristics on brand attitude and purchase intention as the importance of SNS marketing is increasing recently.Methods/Statistical analysis: The subjects of this study were consumers who have visited SNS of domestic mobile carriers in recent years. Data collection was conducted online. A total of 31 questions were included, including 6 general characteristics and 25 questions on the Likert 5-point scale. The collected data was utilized by SPSS Ver.22 statistical package for empirical analysis. The main analyzes were frequency analysis, validity, reliability, and multiple regression analysis.Findings: This study examined the effect of mobile carrier SNS characteristics on the purchase intention and empirically analyzed whether the brand attitude had a mediating effect on the relationship between SNS characteristics and purchase intention. The empirical results show that the measured variables correlate with each other. First, SNS characteristics have a positive effect on purchase intention. As a result of multiple regression analysis, the standardization coefficient (β) showed that information providing had the highest influence on purchase intention as .355***. The explanatory power (R2) of the relationship between SNS characteristics and purchase intention was .485 (48.5%). Second, SNS characteristics have a positive effect on brand attitude. Benefit had the highest impact on brand attitude of .418***. The explanatory power (R2) of SNS characteristics on the influence of brand attitude was .538 (53.8%). Third, brand attitude affects purchase intention. Finally, Brand attitude was partially mediated between SNS characteristics and purchase intention. The characteristics of SNS are important to increase purchase intention, and the mediating effect of brand attitude is verified.Improvements/Applications: This study emphasizes the importance of SNS characteristics through brand attitude to increase purchase intention. It will be an important resource for suggesting SNS marketing methods that effectively utilize SNS characteristics.

Developing brand advocacy through brand activities on Facebook

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Youngtae Choi ◽  
Michael W. Kroff ◽  
Junga Kim
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Amazon Mechanical Turk ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Advocacy ◽  
Media Platform ◽  
The Relationship

Purpose This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates and the moderating effect of the amount of time spent on Facebook on the relationship between brand advocacy and purchase intentions. Finally, the moderating effect of brand type (goods vs services) on the relationship between brands’ activities and brand advocacy is explored. Design/methodology/approach US adults who use Facebook as their primary social media platform participated in a survey via Amazon Mechanical Turk. Structural equation modeling was used to test the proposed hypotheses. Findings The three brand activities are positively related to users’ advocacy of brands toward other users. Brand advocacy also positively influences purchase intentions of brand advocates. The amount of time spent on Facebook moderates the relationship between brand advocacy and purchase intentions. The brand type moderates the relationship between co-creation and brand advocacy. Originality/value This study differs from the existing research, which has typically used a user-oriented perspective (e.g. impact of user motivations) to explain brand advocacy and has not considered the outcome of brand advocacy on the brand advocates’ purchase intentions.

scholarly journals Consumer Perceptions of Private Label Brands in Pakistan

2017 ◽  
Vol 5 (2) ◽  
pp. 1-22
Author(s):  
Sana Azar ◽  
Samra Chaudary ◽  
Ansa Mehmood
Keyword(s):  
Service Quality ◽  
Brand Loyalty ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Private Label ◽  
Private Label Brands ◽  
The Relationship ◽  
Positive Effect

As the world market share of private label brands (PLBs) increases, so does the importance of and need for research in this field. Given the growing presence of PLBs in Pakistan, this study aims to examine the effects of service quality on PLB image, which we hypothesize affects purchase intention and brand loyalty. We also measure the mediating effect of perceived risk on the relationship between PLB image and purchase intention. Based on a sample of 348 respondents, we apply a structural equation model and find that (i) service quality has a positive effect on PLB image, (ii) PLB image has a positive effect on purchase intention, (iii) PLB image has a positive relationship with perceived risk, although this does not mediate the relationship between PLB image and purchase intention, and (iv) purchase intention translates positively into brand loyalty.

High versus low online price discounts: effects on customers’ perception of risks

2014 ◽  
Vol 23 (6) ◽  
pp. 401-412 ◽  
Author(s):  
Jung Eun Lee ◽  
Leslie Stoel
Keyword(s):  
Risk Perceptions ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Mediating Effect ◽  
Price Discount ◽  
Content Type ◽  
Perceived Risks ◽  
Price Discounts ◽  
Negative Perceptions ◽  
The Relationship

Purpose – The purpose of this paper is to examine the signaling effects of high versus low price discounts by integrating extant literature on price discounts, perceived risks and purchase intentions for products sold online. The study examines the influence of price discounts on perceived risks, and the subsequent influence of these risk perceptions on online purchase intentions. Design/methodology/approach – This study used an experimental design. The manipulated factor was price discount (10, 30, 50, 70 and 90 per cent). Responses were collected via online surveys. Nonlinear regression analysis with the MEDCURVE macro was used for the analysis. Findings – The results show that the discount size increases customers’ perceived risks, and that these perceived risks mediate the relationship between price discount and purchase intentions. Practical implications – This study provides a better understanding of customers’ risk perceptions for online price discounts, which enables retailers to decide appropriate price discounts to attract customers. Originality/value – Most previous literature focusing on price discounts takes into consideration the presentation effect on consumers’ positive perceptions, while this study investigates the price discount effect on customers’ negative perceptions. In particular, this study examines the mediating effect of perceived risks on the relationship between price discount and purchase intention, which has not been investigated in previous studies.

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