The Role of Culture-Level Factors in Shaping On-Line Purchase Intentions

2008 ◽  
Vol 9 (1) ◽  
pp. 59-90
Author(s):  
Vladimir Pashkevich ◽  
David Curry ◽  
James Kellaris ◽  
Norman Bruvold
Keyword(s):  
Information Search ◽  
Behavioral Intention ◽  
Product Information ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Consumer Intentions ◽  
On Line ◽  
Formative Indicators ◽  
Moderating Role

The primary goal of this research is to enhance our understanding of the moderating role that culture-specific variables – individualism/ collectivism and culture context – play in shaping consumer intentions to use the Internet for product information search and shopping. Specifically, this research (a) operationalizes the concept of culture context by constructing an index with formative indicators, (b) develops reliable and valid scales for measuring constructs comprising the Theory of Planned Behavior (TPB), and (c) examines the boundary conditions and generalizability of the TPB in Internetmediated consumption settings. We show reliable support for the interaction between culture context, subjective norms and behavioral intention. Implications for marketing practices across cultures are discussed.

The Moderating Role of the Attitude-Subjective Norms Conflict on the Link Between Moral Norms and Intention

2006 ◽  
Vol 11 (2) ◽  
pp. 99-109 ◽  
Author(s):  
Gundula Hübner ◽  
Florian G. Kaiser
Keyword(s):  
Organ Donation ◽  
Behavioral Intention ◽  
Structural Equation ◽  
Subjective Norms ◽  
Moral Norms ◽  
Conservation Behavior ◽  
The Impact ◽  
Minimal Effort ◽  
Moderating Role

Within a traditional planned-behavior framework, the conditions remain ambiguous under which moral norms add to the overall intention to act. In this paper, we aim to provide insights into the circumstances that foster the impact of moral norms. Based on a minimal effort strategy, we predict that moral information is considered more strongly and, thus, is relatively more significant for people's motivation if a person's attitude is at odds with his or her subjective norms. To test our beliefs-conflict hypothesis, we conducted two surveys, one concerning organ donation (N = 639) and another concerning conservation behavior (N = 328). Structural equation analyses confirm that moral considerations have a stronger effect on a person's behavioral intention in cases of attitude-subjective norms conflicts compared to cases of harmonic attitudes and subjective norms.

Consumer–Celebrity Parasocial Interaction: A Conditional Process Analysis

2021 ◽  
pp. 097215092110103
Author(s):  
Yadvinder Parmar ◽  
Bikram Jit Singh Mann
Keyword(s):  
Sampling Method ◽  
Process Analysis ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Parasocial Interaction ◽  
Conditional Process Analysis ◽  
The Relationship ◽  
Self Administered Questionnaire ◽  
Moderating Role

This article aims to empirically examine the mediating impact of consumer’s parasocial interaction on the relationship between celebrity images on the consumer’s purchase intentions. It aims to empirically investigate the moderating role of celebrity liking in the formation of consumer’s parasocial interaction. Four different versions of self-administered questionnaire using different celebrities as a stimulus were developed. Data were collected from 484 respondents. Quota cum judgemental sampling method was used for the study. The findings show that parasocial interaction mediates the relationship between celebrity images and purchase intentions. It also reveals positive moderating effect of celebrity liking. It has significant implications for marketers and academicians.

scholarly journals Personal and Media Factors Related to Citizens’ Pro-environmental Behavioral Intention against Haze in China: A Moderating Analysis of TPB

2020 ◽  
Vol 17 (7) ◽  
pp. 2314 ◽  
Author(s):  
Xiaodong Yang ◽  
Liang Chen ◽  
Lai Wei ◽  
Qi Su
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Behavioral Intention ◽  
Online Survey ◽  
Behavioral Control ◽  
Subjective Norms ◽  
Perceived Behavioral Control ◽  
Mediating Role ◽  
Media Messages ◽  
Moderating Role

This study extends the theory of planned behavior by taking communication factors into account to examine the determinants of pro-environmental behavioral intention in haze mitigation. Unlike other theory of planned behavior (TPB) extension studies, we shift the focus of inquiry from examining the mediating role of TPB variables to investigating the moderating role in promoting pro-environmental behavior. Using an online survey in China, the results indicated that attitude, subjective norms, perceived behavioral control, and attention to haze-related efficacy messages were positively associated with pro-environmental behavioral intention. Notably, attention to haze-related threat messages had no significant relationship with behavioral intention. Moreover, moderation analyses revealed that the interaction effects between attention to efficacy messages and attention to threat messages on behavioral intention vary among people with different attitude, subjective norms, and perceived behavioral control. Theoretically, this study contributes to the literature of the TPB by analyzing its moderating role in promoting behavior change. Findings from this study suggest the importance of disseminating distinctive media messages to audiences with different personality traits, which is beneficial for practitioners to tailor specific messages in environmental campaigns.

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