Consumer decision journey for online group buying: psychological and intentional procedure perspectives

PurposeThis study investigates the relationship between buyers’ psychological antecedent and repurchase intentions in online group buying. Considering and evaluating pre-purchase, the authors measure the buyers’ overall experience of online group buying through their perceived value (PV) and risk. This study examines the influence of PV and perceived risk (PR) on positive electronic word-of-mouth (eWoM) communication and repurchase intention in online group buying.Design/methodology/approachThe authors verify the research model using SPSS and the structural equation modeling-partial least square (SEM-PLS) to analyze 839 convincing respondents. This quantitative research provides insights into online group buying, including the food industry.FindingsThe results demonstrate that the buyers’ PV of online group buying enhanced positive eWoM communication and repurchase intention. The willingness of buyers to spread positive eWoM indicates their recognition and satisfaction with a product or brand. Thus, they have the behavioral intention to repurchase in online group buying. The study found that while positive eWoM communication significantly impacts repurchase intention, PR negatively affects PV. The research provides theoretical and practical implications at the end of the study.Research limitations/implicationsThis study has some limitations. First, the study only used PV and PR to measure consumers’ considerations and evaluations of the initial stage in the consumer decision journey. Future studies can include more dimensions that may further affect these considerations and assessments to verify the research model. Second, the study only used positive eWoM communication to measure the “enjoy-advocate-bond” of consumption and usage in the post-purchase stage.Originality/valueThe study proposes the sequential relationship in the psychological decision procedure of participating in online group buying and provides valuable managerial implications for managers operating online group buying on third-party platforms. The findings provide good knowledge for the food industry to stay connected with customers and develop their satisfaction.

Revisiting Sproles and Kendall’s Consumer Styles Inventory (CSI) in the 21st Century: A Case of Australian Consumers Decision-Making Styles in the Context of High and Low-Involvement Purchases

There has been considerable research on the investigation of Consumer Decision-Making Styles (CDMS). However, research designs suggested to date mainly replicate the original study by Sproles and Kendall (1986) proposing eight mental characteristics, the Consumer Styles Inventory (CSI). The research aims to develop this approach further and apply the CSI to different product involvement (e.g., high and low) and compare the relationship between product involvement and consumer decision-making styles. Data were collected from 208 Australian respondents using a self-administered questionnaire. Exploratory and confirmatory factor analysis was conducted on the CSI adapted for high and low involvement purchases. The generalisability of the CSI was tested within this context. Results found significant differences between the two product categories and demonstrated a relationship between products and CDMS and that CDMS are governed by consumers’ perceived product involvement. Furthermore, the original CSI can still be a valuable measure to low involvement purchases; however, it is questionable and requires further modification in relation to high involvement purchases. For instance, the addition of new factors such as “environmental sustainability”, “innovation consciousness”, “corporate social responsibility”, etc. with the original scale would help understand CDMS effectively. The findings of this research will expand the scientific literature on the relationship between product involvement and CDMS. Knowing that Australians are ‘rational’ and ‘quality conscious’ buyers, managers can employ CDMS to analyse consumers’ needs and develop segmented marketing messages and strategies.

PENGARUH PROMOSI DAN SERVICESCAPE TERHADAP KEPUTUSAN MENGINAP MELALUI CITRA MEREK DI EL ROYALE HOTEL BANYUWANGI PADA MASA PANDEMI

During this Pandemic Covid 19 situation, the competition in the hotel industry becomes more competitive. The niche market especially in this industry become smaller and tighter. Thus, the hotel businesses have to be more aware with all the factors than can affect the customer to do the purchase decision to keep their sustainability and to win the competition. Some of the important factors that can affect the consumer decision are promotion, servicescape and brand image. The study was conducted to find out the influence of promotion and servicescape of stay decisions through of brand image at El Royale Hotel Banyuwangi. This research uses a type of quantitive research with path analysis as the method. The tool that was used by the researcher is IBM SPSS 26. The population of this study is the visitors who stay at El Royale Hotel Banyuwangi, with the number of samples used are 100 based on Slovin Formula and taken by purposive sampling technique.The sampling’s criteria that are used in this research are the guests above 17 years old, and the guest who act as a decision maker. The result of this study is show that (1) partially promotion and servicescape affect the brand image positively and significantly. (2) partially promotion, servicescape and brand image affect the stay decision positively and significantly. (3) Brand image able to mediate the influence of promotion to stay decision. (4) Brand image is not able to mediate the influence of servicescape to stay decision.