scholarly journals #I ENVY, THEREFORE, I BUY! #: THE ROLE OF CELEBGRAM TRUSTWORTHINESS AND PARA-SOCIAL INTERACTIONS IN CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 23 (2) ◽  
pp. 186-196
Author(s):  
Purwanto Purwanto
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Theoretical Contribution ◽  
Proposed Model ◽  
The Social ◽  
Consumer Services ◽  
Consumer Purchase Intention ◽  
Managerial Implications ◽  
Parasocial Interactions ◽  
Positive Effect

Businessmen’s marketing strategies that take advantage of the fame of celebgrams as influencers are incredibly appropriate in the social media era. The present study deals with the dynamics of celebgram trustworthiness and social interaction with their followers in relation to possession envy and consumer purchase intention. To test the proposed model, the researchers collected data from 181 respondents in Indonesia through an online survey and analyzed it using the Smart PLS. The results of the present study showed that celebgram trustworthiness had no positive effect on possession envy but it had a positive effect on consumer purchase intention. Furthermore, parasocial interactions had a positive effect on possession envy and consumer purchase intention and possession envy had a positive effect on consumer purchase intention. The present study provides a theoretical contribution to the literature on retail and consumer services and offers managerial implications for instafamous-based marketing.

scholarly journals The Mitigators of Ad Irritation and Avoidance of YouTube Skippable In-Stream Ads: An Empirical Study in Taiwan

Information ◽  
2021 ◽  
Vol 12 (9) ◽  
pp. 373
Author(s):  
Hota Chia-Sheng Lin ◽  
Neil Chueh-An Lee ◽  
Yi-Chieh Lu
Keyword(s):  
Structural Equation Modeling ◽  
Empirical Study ◽  
Structural Equation ◽  
Online Survey ◽  
Reciprocal Altruism ◽  
Equation Modeling ◽  
Modeling Analysis ◽  
Proposed Model ◽  
Managerial Implications ◽  
Positive Effect

On YouTube, skippable in-stream advertisements (ads) are critical income for both YouTube and content creators. However, ads inevitably irritate viewers, and as a result, they tend to avoid ads. Thus, this study attempts to identify potential mitigators—source attractiveness and reciprocal altruism—of ad irritation and avoidance in the context of YouTube skippable in-stream ads. Using an online survey (n = 512) in Taiwan, the proposed model is examined by a partial least squares structural equation modeling analysis. The findings show that while ad irritation has a positive effect on ad avoidance, reciprocal altruism can significantly reduce both ad irritation and avoidance. However, source attractiveness fails to mitigate ad irritation and avoidance. Theoretical and managerial implications of these findings are discussed, and several solutions for reducing ad irritation and avoidance are provided.

scholarly journals Linking Luxury Brand Perceived Value, Brand Attachment, and Purchase Intention: The Role of Consumer Vanity

2021 ◽  
Vol 13 (12) ◽  
pp. 6912
Author(s):  
Kristina Petravičiūtė ◽  
Beata Šeinauskiené ◽  
Aušra Rūtelionė ◽  
Krzysztof Krukowski
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Perceived Value ◽  
Brand Attachment ◽  
Luxury Brand ◽  
Functional Value ◽  
The Social ◽  
Consumer Purchase Intention ◽  
Symbolic Value

The current study adds to the literature on the indirect effect of luxury brand perceived value on purchase intention via the brand attachment under the boundary conditions of consumer vanity. The authors employed a quantitative method approach, conducting an online survey with 508 respondents in Lithuania. Empirical research analysis reveals that the greater the perceived value of a luxury brand, the greater the consumer purchase intention. The latter is most strongly affected by the luxury brand perceived functional value. The study demonstrates that the greater the luxury brand perceived value among consumers, the greater their brand attachment, which in turn leads to a greater purchase intention. As there is a positive emotional relationship between a luxury brand and the consumer, the consumer’s purchase intention is also affected by the luxury brand perceived symbolic value, i.e., the capacity of the brand to communicate the consumer’s success, leadership, and power. Consumer vanity was not statistically significant to the nature of the relationship between luxury brand perceived value, brand attachment, and purchase intention. Luxury car marketers may benefit by focusing on the social and symbolic value of luxury car brand value in communication with brand-attached consumers in Lithuania.

Effects of parental cultural capital on purchase intention of cognac

2019 ◽  
Vol 31 (3) ◽  
pp. 344-361 ◽  
Author(s):  
Yujie Wei ◽  
Blaise Bergiel ◽  
Lingfang Song
Keyword(s):  
Cultural Capital ◽  
Consumer Choice ◽  
Purchase Intention ◽  
Parental Influence ◽  
Value Orientations ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
The Usa ◽  
Managerial Implications ◽  
Willingness To Purchase

Purpose The purpose of this paper is to examine the possibility that individual differences in consumer choice of cognac are at least partially influenced by parental cultural capital. Also examined are ten value orientations factors (e.g. hedonism and self-direction) and attitudes toward France, cognac’s country-of-origin that may affect the degree of this intergenerational influence. Design/methodology/approach The survey research measures parents’ cultural capital, value orientations and attitude toward France and purchase intention using recognized scales. Data were collected from the faculty and students of a major university located in the southeast of the USA. The sample size was 234. Findings The results confirm that parental cultural capital, consumer value orientations and attitudes toward France have significant impacts on the consumer’s willingness to purchase cognac. Adult children of high cultural capital parents are more likely to buy cognac. Practical implications The findings of this paper provide meaningful insights into intergenerational influences on consumer purchase intention of cognac and socialization theory. The paper provides several managerial implications for segmentation, targeting and positioning of cognac in the US market. Originality/value As the first of its kind, this paper introduces the parents’ cultural capital into the consumer research regarding cognac. The longer-term effects that parents can have on grown children’s consumer behavior are confirmed, suggesting that parental influence persists well into adulthood and has impact on their brand preference.

scholarly journals Effects of Perceived Sustainability Level of Sportswear Product on Purchase Intention: Exploring the Roles of Perceived Skepticism and Perceived Brand Reputation

2020 ◽  
Vol 12 (20) ◽  
pp. 8650
Author(s):  
Yunjeong Kim ◽  
Kyung Wha Oh
Keyword(s):  
Structural Equation Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Model ◽  
Purchasing Behavior ◽  
Sustainable Products ◽  
Brand Reputation ◽  
Negative Effect ◽  
Positive Effect

Fashion companies are trying to increase the efficiency of their communication with consumers by providing information on sustainable activities or product levels. This study explored the effects of the perceived sustainability level of products offered by sports brands. An online survey was conducted of consumers in their 20s and 30s, and a total of 316 questionnaires were used for the analysis. The structural equation model analysis using AMOS showed that the perceived sustainability level had a positive effect on purchase intention and a negative effect on perceived skepticism. Furthermore, perceived skepticism was confirmed to have a negative effect on purchase intention. By verifying the moderating effect of the perceived brand reputation, it was confirmed that the effect of the perceived sustainability level on purchase intention and the influence of the perceived skepticism on purchase intention differ between high and low brand reputation groups. When the perceived brand reputation is high, the perceived sustainability level has only a direct effect on purchase intention, whereas when the perceived brand reputation is low, only the indirect effect of perceived skepticism appears. This study contributes to the literature and practice by verifying that perceived skepticism plays an important role in the purchasing behavior of sustainable products in fashion.

Consumers' perceptions and responses towards online retailers' CSR

2020 ◽  
Vol 48 (12) ◽  
pp. 1277-1299
Author(s):  
Van Thac Dang ◽  
Ninh Nguyen ◽  
Jianming Wang
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Social Trust ◽  
Current Knowledge ◽  
Mediating Effect ◽  
Brand Identification ◽  
Content Type ◽  
Online Retailers ◽  
Consumer Purchase Intention ◽  
The Relationship

PurposeAnchored on social trust theory, social identity theory and signalling theory, this study investigates the process of how consumers respond to online retailers' corporate social responsibility (CSR).Design/methodology/approachFollowing the hypo-deductive research design, a unique model was developed to link online retailers' CSR with consumer purchase intention through brand identification and word of mouth (WOM). This model was subsequently tested and validated by conducting an online survey to 239 customers of a major online retailer in China, that is, JD.com.FindingsAnalysis using structural equation modelling demonstrates that online retailers' CSR is positively associated with consumer purchase intention, and brand identification positively mediates such an association. In addition, WOM exhibits a mediating effect on the relationship between perceived online retailers' CSR and consumer purchase intention and between brand identification and consumer purchase intention.Practical implicationsOnline retailers must endeavour to employ CSR as a strategy to enhance consumer purchase intention and behaviour. Moreover, they should develop communication programmes that highlight their engagement in CSR activities to improve their brand image and facilitate consumers' positive WOM.Originality/valueTo the best of the researchers' knowledge, this study is the first to examine the mediating roles of brand identification and WOM in the relationship between online retailers' CSR and customer purchase intention. Furthermore, this study extends current knowledge about online retailers' CSR and its potential impact in emerging economies by focussing on the context of China.

How CSR Affects Brand Equity of Indian Firms?

2017 ◽  
Vol 18 (3_suppl) ◽  
pp. S52-S69 ◽  
Author(s):  
Anupam Singh ◽  
Priyanka Verma
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Business Performance ◽  
Online Survey ◽  
Structural Model ◽  
Developing Economies ◽  
Management Strategies ◽  
Sustainable Business ◽  
Managerial Implications

Studies in the developed economies report that corporate social responsibility (CSR) has effect on brand’s performance. However, there is a dearth of such studies in developing economies like India. Therefore, this study attempts to examine the nexus of CSR and brand equity (BE) in Indian business perspective. For the purpose of this study, questionnaire-based online survey was conducted to collect the empirical data. Structural equation modelling (SEM) technique using AMOS 22.0 was utilized to test structural model. Results indicate that firm’s CSR activities have positive effect on its BE. However, brand awareness, brand image, brand loyalty and purchase intention mediate the CSR and BE relationship. This study adds to the existing CSR literature theoretically and also offers the managerial implications. The findings of this study would help the companies to renovate their management strategies from traditional profit oriented to socially responsible business approach for sustainable business performance.

scholarly journals Impact of Perceived Risk on Consumer Purchase Intention towards Luxury Brands in Case of Pandemic: The Moderating Role of Fear

2021 ◽  
Vol 10 (1) ◽  
pp. 216-226
Author(s):  
RIMSHA KANWAL
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Online Survey ◽  
Dominant Role ◽  
Sampling Technique ◽  
Luxury Brands ◽  
Expectancy Value ◽  
Consumer Purchase Intention ◽  
Value Model ◽  
The Relationship

This paper explores the relationship between perceived risk, fear, and consumer purchase intention towards luxury brands in the case of COVID-19. An online survey was conducted on 750 consumers of luxury brands in Pakistan with a purposive sampling technique. The validity of the scale and the connection between the research model were identified by exploratory factor analysis (EFA). The study uncovered how COVID-19 wreaks havoc on luxury brands in Pakistan. It was found that perceived risk has a negative and significant effect on consumer purchase intention towards luxury brands in the case of COVID-19. Moreover, fear negatively moderating the relationship between perceived risk and consumer purchase intention towards luxury brands in the case of COVID-19. As fear playing a dominant role in the reduction of purchase intention in the case of an outbreak, a brand's industry needs to prepare some strategies in advance that control the negative emotions of consumers for shopping. Considering the uniqueness of the study, it is based on two theories include Psychometric Paradigm and Expectancy-Value model that explains how perceived risk changes the consumer purchase intention during an outbreak. Keywords: COVID-19, Perceived Risk, Fear, Consumer Purchase Intention, Luxury Brands.

scholarly journals Measuring Service Quality Effect on Consumer Purchase Intention in Retailing

2020 ◽  
Vol 9 (3) ◽  
pp. 375-388
Author(s):  
Dr. Trilok Pratap Singh
Keyword(s):  
Quality Of Service ◽  
Service Quality ◽  
Qualitative Analysis ◽  
Purchase Intention ◽  
Analysis Data ◽  
Retail Stores ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Positive Effect

The objective of this research is to measure the impact of service quality on consumer purchase intention in the retail environment. Implicitly, natural and informative focus has an effect on the customer's buying intentions. For qualitative analysis, data were collected from 477 customer surveys in large retail stores. The findings of the study indicate that quality of service have a positive effect on the purchase intention of the consumer. The results also showed that consumers do not intervene with pricing in large retail stores, as consumers feel that fair pricing are charged by retailers. Most consumers depend on the reputation and efficiency of the service quality.

scholarly journals Underlying correlates of consumers’ attitudes towards Chinese apparel and relationship with purchase intention in South Africa

2018 ◽  
Vol 14 (1) ◽  
Author(s):  
Asphat Muposhi ◽  
Manilall Dhurup ◽  
Roy M. Shamhuyenhanzva
Keyword(s):  
South Africa ◽  
South African ◽  
Market Segmentation ◽  
Purchase Intention ◽  
Structural Equation ◽  
Market Potential ◽  
Consumer Ethnocentrism ◽  
Equation Modelling ◽  
Consumer Purchase Intention ◽  
Managerial Implications

The study examined the influence of South African consumers’ attitudes and purchase intention towards Chinese apparel. A survey of South African consumers who had purchase experience of Chinese apparel was conducted to test the hypothesised relationships. Structural equation modelling results indicated that economic animosity and consumer ethnocentrism are negatively related to attitudes towards Chinese apparel and consumer purchase intention. The study revealed a significant, positive relationship between cosmopolitanism, attitudes towards Chinese apparel and consumer purchase intention. In addition, the findings of the study suggest the importance of cosmopolitanism, consumer ethnocentrism and animosity in market segmentation, targeting, positioning and market potential analysis. The study provides managerial implications for the marketing of Chinese apparel in South Africa.

scholarly journals Purchase intention towards dietary supplements during COVID-19 pandemic: consumers’ perspective

Food Research ◽  
2021 ◽  
Vol 5 (5) ◽  
pp. 294-299
Author(s):  
Y.Q. Wong ◽  
B.C. Tan ◽  
T.C. Lau ◽  
N. Khan
Keyword(s):  
Dietary Supplements ◽  
Purchase Intention ◽  
Online Survey ◽  
Theory Of Planned Behaviour ◽  
Consumer Attitudes ◽  
Subjective Norms ◽  
Planned Behaviour ◽  
Health Consciousness ◽  
Perceived Price ◽  
Consumer Purchase Intention

The consumption of dietary supplements (DSs) has been steadily increasing in the wake of the COVID-19 outbreak in most countries. Consumer purchase intention towards DSs is expected to be of concern to many companies in the pharmaceutical industry. This study extends the Theory of Planned Behaviour by adding health consciousness and perceived price in the model to investigate its effect on consumer purchase intention towards DSs during the COVID-19 outbreak. A questionnaire-based survey was distributed via an online survey to 207 respondents. Results from multiple regression analysis revealed that consumer attitudes, subjective norms, perceived behavioural control, and health consciousness contributed significantly to purchase intention towards DSs. Perceived price did not have an impact on intention. Further investigation revealed that favourable attitudes towards DSs were the most important contributor towards purchasing DSs during the COVID-19 pandemic.

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