scholarly journals The Impact of Emotional Advertising on Consumer Buying Behavior for Home Appliance Products in Pakistan

2019 ◽  
Vol 7 (1) ◽  
pp. 23 ◽  
Author(s):  
Qaswa Kamran ◽  
Danish Ahmed Siddiqui
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Positive Relationship ◽  
Positive Impact ◽  
Equation Modeling ◽  
Buying Behavior ◽  
Advertising Appeal ◽  
Home Appliance ◽  
The Impact ◽  
Consumer Buying Behavior

This study was conducted to identify the impact of emotional advertising on consumer buying behavior. The research is limited to high involvement products specifically home appliance brands. It also aims to assess the most influential advertising appeal that impacts the buying decision of the consumers. A quantitative approach was used, and the questionnaire-based survey was conducted using a sample size of 200 respondents and their response to different appeals like love, humor, happiness and excitement were recorded. The hypothesized model has been tested using factor analysis and structural equation modeling (SEM). The results show a positive impact of emotions like love, humor and happiness in influencing the purchase intention of the consumers. The paper confirms the positive relationship between emotional advertising and consumer buying behavior with respect to the home appliance brands.

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

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.

scholarly journals 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 ◽  
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.

PARTIAL LEAST SQUARE ANALYSIS OF IMPACT OF PROMOTION ON PURCHASE INTENTION CONSUMER TRUST AS MEDIATION

2021 ◽  
Vol 9 (1) ◽  
pp. 54
Author(s):  
Vivi Iswanti Nursyirwan
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Research Output ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Consumer Trust ◽  
Equation Modeling ◽  
The Impact

The purpose of this study is to assess the impact of promotion on consumer trust, the impact of promotion on consumer purchase intentions, the impact of consumer trust on purchase intentions, and the impact of promotion on purchase intentions with consumer trust as a mediating variable. This research is a case study on Shopee e-commerce, with the research population being Shopee visitors in 2019, as many as 90.7 million. Determination of the sample by purposive as many as 100 people. This study is different from several previous studies which only examined the effect of independent variables on the dependent variable. The novelty of this research is to present a mediating variable. The approach used in data analysis using Structural Equation Modeling with Partial Least Square. The research output explains that in Shopee e-commerce there is a significant positive impact at the 10% real level for promotional variables on consumer trust, as well as promotion on purchase intention, the same results are also shown for the impact of consumer trust on purchase intention, as well as on promotional variables on purchase intention with consumer trust as a mediating variable.

The Impact of Perceived Brand Globalness on Consumers Purchase Intention and the Moderating Role of Consumer Ethnocentrism An Evidence from Vietnam

2020 ◽  
Author(s):  
Ha Nam Khanh Giao
Keyword(s):  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Positive Association ◽  
Equation Modeling ◽  
Consumer Ethnocentrism ◽  
Brand Quality ◽  
The Impact ◽  
Brand Prestige

The aim of this research is to examine the effect of perceived brand globalness on consumers’ purchase intention, noting the mediating roles of perceived brand prestige and quality, brand social responsibility, and the moderating roles of consumer ethnocentrism. Survey data collected from 613 consumers in Vietnam was analyzed to provide evidence. Results from the partial least squares structural equation modeling (PLS-SEM) using the SmartPLS 3.0 program indicated that there was a positive impact of perceived brand globalness on consumers’ purchase intention; this was mediated partially through perceived brand prestige and quality, and brand social responsibility. Moreover, this study also found the moderatingeffects of consumer ethnocentrism on the impacts of perceived brand globalness onconsumer’s purchase intention and on perceived brand quality. Consumer ethnocentrism dampened the positive association between perceived brand globalness and perceived brand quality as well as reduced purchase intention of Vietnamese consumers. The finding also implies that marketers should build a suitable marketing strategy to heighten consumers’ purchase intention.

Measuring the impact of beliefs on luxury buying behavior in an emerging market

2017 ◽  
Vol 21 (3) ◽  
pp. 341-360 ◽  
Author(s):  
Sheetal Jain ◽  
Mohd Naved Khan
Keyword(s):  
Structural Equation ◽  
Positive Impact ◽  
Statistical Tests ◽  
Emerging Market ◽  
Equation Modeling ◽  
Control Belief ◽  
Buying Behavior ◽  
Content Type ◽  
New Findings ◽  
The Impact

Purpose Demand for luxury brands is increasing at a very fast pace in emerging markets like India. But very few quantitative studies have been conducted to explore the reasons behind this sudden surge in demand. Thus, the purpose of this paper is to understand the impact of beliefs on consumer buying behavior for luxury fashion brands in the Indian context employing theory of planned behavior and to develop a comprehensive understanding regarding motivating factors behind luxury goods consumption. Design/methodology/approach Researcher-controlled sampling techniques (judgment and snowball sampling) were employed to collect data from actual users of luxury fashion brands in New Delhi (India). Statistical tests including confirmatory factor analysis and structural equation modeling were applied for data analysis. Findings The findings show that all three beliefs – attitudinal belief, normative belief (NB) and control belief – were positively and significantly related to attitude, subjective norm and perceived behavioral control (PBC). NB was found to have a positive impact on PBC as well as actual consumer purchasing behavior for luxury fashion brands. Originality/value This research contributes to the extant literature by bringing to light new findings that could help provide meaningful insights to the academicians and marketing practitioners.

scholarly journals The Effect of Visual Merchandising, Sensational Seeking and Collectivism on Impulsive Buying Behavior

2016 ◽  
Vol 4 (4) ◽  
pp. 321-333
Author(s):  
Tariq Jalees ◽  
Syed Hasnain Alam Kazmi ◽  
Syed Imran Zaman
Keyword(s):  
Structural Equation ◽  
Positive Relationship ◽  
Age Groups ◽  
Predictor Variables ◽  
Equation Modeling ◽  
Buying Behavior ◽  
Impulsive Buying ◽  
Convenience Sampling ◽  
Visual Merchandising ◽  
The Impact

AbstractThe aim of this paper is to measure the effect of sensational seeking, visual merchandising and collectivism on impulsive buying behavior. Valid sample size for this study was 300 comprising of all age groups. Mall intercept method which is a kind of convenience sampling was used for collecting the data. The data was collected by preselected enumerators. Scale used for this study had established reliabilities. After ascertaining the normality of data a typical multiple steps, procedure was adopted for this study. The conceptual framework tested through Structural equation modeling and was found to be relevant in understanding the impact of predictor variables on impulsive buying behavior. A strong and positive relationship was found between sensational seeking, and no relationships were found between, collectivism and impulsive buying, and visual merchandising and impulsive buying. One of the contributions of this study is that it has explored the relationships of collectivism, and sensational seeking with impulsive buying which have not been explored that extensively.

Celebrity Endorsement as Drivers of Advertising Strategy: The Case of Toc Tien Endorsing Oppo

2017 ◽  
Vol 33 (2) ◽  
Author(s):  
Phuong Nguyen Van
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Positive Relationship ◽  
Positive Impact ◽  
Consumer Perceptions ◽  
Future Research ◽  
Celebrity Endorsement ◽  
Significant Positive Relationship ◽  
Advertising Strategy ◽  
The Impact

This study focuses on the consumer perceptions of celebrity endorsement in Vietnam using the case of Toc Tien endorses OPPO brand. Specifically, the research examines the impact of celebrity endorsement on viewers’ preference towards the advertising and purchase intention by using the structural equation method with the sample size of 304 respondents. We found out some interesting results that attractiveness, expertise, familiarity, performance, likeability, and celebrity/ product fit are statistically significant positive relationship with advertising. Moreover, there was no evidence to show any linkage between trustworthiness and advertising. Findings indicate that viewers’ preference towards the advertising has a positive impact on purchase intention. Implications for marketers as well as suggestions for future research are also discussed.

scholarly journals Celebrity Physical Attractiveness Effect on Consumer Buying Behavior

2019 ◽  
Vol 16 (2) ◽  
pp. 173
Author(s):  
Rizwan Khalid ◽  
Tehreem Yasmeen
Keyword(s):  
Physical Attractiveness ◽  
Purchase Intention ◽  
Positive Impact ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
Point Of View ◽  
Buying Behavior ◽  
Specific Product ◽  
The Impact ◽  
Consumer Buying Behavior

Nowadays, the use of celebrity as brand endorsements is increasing. Celebrity is considered to be the fastest and safest way for a brand to develop an association and a bond in consumer minds. This study aimed to analyze the impact of a celebrity physical attractiveness on consumer buying behavior. This study only focuses on the buying intention of mobile phone product. Data was gathered from college (both private and public) undergraduate by questionnaires with an individual's age between 17 to 30 years as the target respondent. The reason in selecting those students with specific age is because they are the target consumer of the specific product that has been chosen as the research object. The researcher used simple random sampling as a sampling technique with 376 respondents and regression analysis is used to model the relationship between variable. This study concluded that there is a positive impact between the physical appearance of celebrity to purchase intention. There are a no different perception from gender, ages, institution type, and education background point of view regarding the attractiveness of celebrity physical and their intention to buy.

scholarly journals THE IMPACT OF THE QUALITY OF INTRINSIC AND EXTRINSIC ATTRIBUTES IN CREATING LOYALTY AND PURCHASE INTENTION

2016 ◽  
Vol 15 (2) ◽  
Author(s):  
Albari . ◽  
Sofian Dewi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Sampling Technique ◽  
Restaurant Industry ◽  
Equation Modeling ◽  
Direct And Indirect Impacts ◽  
Indirect Impacts ◽  
Two Stages ◽  
The Impact

A business organization should always strive to maintain its sustainability by creating loyalty and purchase intention towards its products. The activity is specifically required for an organization engaged in the restaurant industry. The organization needs to be aware of which product attributes are in concern to the customers when purchasing the food in a restaurant. This research was intended to measure the importance of the quality from intrinsic and extrinsic attributes of a product for the customers and its impact on the customers’ loyalty and purchase intention. The research was conducted by involving the customers of a pizza product in Yogyakarta. 116 respondents were selected using convenience sampling technique. Meanwhile, the data being obtained were analyzed by using structural equation modeling (SEM) approach and data processing program named AMOS 20.0 after going through two stages of testing, namely data validity and data reliability tests. The results showed that the intrinsic attributes quality has a direct and positive impact on the customer’s purchase intention, but there is no impact  on their loyalty. On the other hand, the extrinsic attributes quality has both direct and indirect impacts on the purchase intention through the loyalty mediator variable. The results also demonstrated the dominance of the importance of loyalty in the research model. This was indicated by the significance of direct impact or predictive total impact of loyalty towards purchase intention as compared to the impact of intrinsic and extrinsic attributes quality.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

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