Consumers’ Purchase Behavior Preference in E-Commerce Platform Based on Data Mining Algorithm

E-commerce platform can recommend products to users by analyzing consumers’ purchase behavior preference. In the clustering process, the existing methods of purchasing behavior preference analysis are easy to fall into the local optimal problem, which makes the results of preference analysis inaccurate. Therefore, this paper proposes a method of consumer purchasing behavior preference analysis on e-commerce platform based on data mining algorithm. Create e-commerce platform user portrait template with consumer data records, select attribute variables and set value range. This paper uses data mining algorithm to extract the purchase behavior characteristics of user portrait template, takes the characteristics as the clustering analysis object, designs the clustering algorithm of consumer purchase behavior, and grasps the common points of group behavior. On this basis, the model of consumer purchase behavior preference is established to predict and evaluate the behavior preference. The experimental results show that the accuracy rate of this method is 91.74%, the recall rate is 88.67%, and the F1 value is 90.17%, which are higher than the existing methods, and can provide consumers with more satisfactory product information push.

Booth Attractiveness: Scale Development and Model Testing from a Mental Budgeting Perspective

Given the importance of booth attractiveness at trade expositions, this study sets out to develop a scale measuring booth attractiveness (Study 1) and to examine its effectiveness in motivating attendees’ purchasing behavior (Study 2). Study 1 includes three steps: (1) item generation through a thorough review of the literature, focus group, and comments from experts, (2) item purification with exploratory factor analysis using 122 samples, and (3) reevaluating items with confirmatory factor analysis using 129 samples. A six-dimensional scale of booth attractiveness was developed in Study 1. Based on the theory of mental budgeting, Study 2 was conducted to examine the effects of booth attractiveness on the mechanism of attendees’ purchasing behavior using 323 samples. Results of Study 2 suggest that booth attractiveness could directly motivate impulse buying or indirectly through mental budgeting. Impulse buying, then, results in post-purchase guilt and anticipated satisfaction. Meanwhile, postpurchase guilt reduces anticipated satisfaction.

Wine market segmentation by age generations in the Western US: expectations after the COVID-19 pandemic

Purpose The purpose of this paper is to investigate if differences exist between the four wine-consuming generations in wine purchasing behavior, the desirability of wine attributes when making a purchase decision and information sources used. It examines if generational market segmentation is an actionable and valuable strategy for the wine industry. Generation Z, Millennials, Generation X and Baby-Boomers are the four generations examined. This research also investigates if the generations behaved differently concerning wine consumption during the COVID-19 pandemic. Further, expectations concerning future wine purchasing behavior are examined. Design/methodology/approach An online survey was conducted between April 29, 2020 and May 7, 2020, with a sample size of 944 consumers from Western US States (California, Washington, Idaho, Oregon and Nevada). One-way analysis of variance technique and Chi-square tests were used to examine differences. Findings Segmentation by generation is appropriate when creating products, pricing, determining channels of distribution and creating messaging for a specific wine brand. The COVID-19 pandemic caused channel shifting that is expected to continue after the pandemic. Originality/value This is the second academic paper that examines differences in wine purchasing behavior between generations including Generation Z and the only study that examines the purchasing behavior changes and expectations for the future by generation concerning the COVID-19 pandemic. Research limitations/implications A national survey should be conducted to confirm that the results from the sample that was mostly from California and neighboring states reflect the national wine consumer in the USA. Practical implications The research identifies the products, prices, channels of distribution and messaging that are appropriate to target each generation.

The role of perceived severity and vulnerability on COVID-19 in explaining hygiene product purchase behavior towards protection motivation

This study aims to explain the emergence of hygiene product purchasing behavior during the COVID-19 pandemic using the Protection Motivation Theory (PMT). Perceived severity and vulnerability, as well as protection motivation, are variables that are predicted to affect hygiene product purchase behavior during the COVID-19 pandemic. The object of this research is the adult citizens of Malang City who purchase hygiene products during the COVID-19 pandemic. Partial Least Square (PLS) is used in this study to answer the research objectives with the help of SmartPLS 3.3. This study found that perceived severity and protection intention played a role in stimulating the emergence of hygiene product purchase behavior during the COVID-19 pandemic, especially in Malang City.

Examining retailing sustainability in the QR code–enabled mobile payments context during the COVID-19 pandemic

The COVID-19 has influenced customers' purchasing behavior, especially the acceptability of mobile payments based on quick response (QR) codes. Sustainability is key for retail to thrive. In this context, customer acceptance of QR code–enabled m-payments needs further improvement. This study examines the critical antecedents affecting QR code–enabled m-payments acceptance intention, with the aim of determining why customers must accept QR codes. The Mobile Technology Acceptance Model was modified, as we examined ease of use, usefulness, transaction convenience, transaction speed, attitudes, optimism, and personal innovativeness to investigate customers’ adoption of mobile shopping in grocery stores using questionnaire survey data of 351 respondents. Most constructs in the model influence shoppers’ intentions for accepting QR code–enabled m-payments. Consumers are more likely to use mobile shopping channels if the system is simple and easy to use. A validated model would be an invaluable guide for researchers during the creation and improvement of QR code–enabled m-payments studies.

Potential of Vegetable E-Commerce for Empowering Farmers in Indonesia

The Covid-19 pandemic has disrupted the flow of horticultural products from farmers to consumers. It causes the delivery of vegetables to be hampered, especially in Jabodetabek, which is the center of vegetable consumption. Therefore, a new marketing strategy is needed involving e-commerce to meet people's need for vegetables. This study discusses the buying behavior of vegetables through e-commerce in Jabodetabek and analyzes the role of e-commerce platforms to empower farmers in Indonesia. The method used in this research is descriptive qualitative with two data sources, primary data obtained from questionnaires filled out by 153 respondents and secondary data obtained from literature studies. The results showed that 50.33 percent of respondents prefer to shop for vegetables through e-commerce, and 51.63 percent think online vegetable shopping services are better than offline or conventional shopping. The majority of people choose to buy vegetables online through e-commerce because of concerns about the spread of the COVID-19 virus. However, vegetable purchasing behavior is still in the introduction stage. E-commerce plays a role in making it easier for people to get the needs of quality vegetables at competitive prices. Empowering farmers to produce high-quality products is very important in increasing consumer repurchase intentions and improving the welfare of farmers in Indonesia.

The adventurous tourist amidst a pandemic: Effects of personality, attitudes, and affect

To better understand travel and hospitality consumers’ purchasing behavior amidst a worldwide emergency commonly referenced as COVID-19, the present research set out to assess the impacts of sensation-seeking, consumer affect, and risk-taking attitude on consumers’ willingness to purchase travel-related activities. A sample of 775 adult U.S. consumers were recruited with the help of a professional research consulting company. Simple and multiple regression analyses were performed for the purpose of hypotheses testing. Results demonstrate that individuals with higher sensation-seeking levels, lower negative affectivity, and who identify themselves as risk-takers are more willing to engage in various travel and commercial hospitality activities. Furthermore, sensation-seeking proves to be the most influential factor in driving consumers’ willingness to purchase amidst the COVID-19 pandemic. The authors conclude by proposing a typology (illustrated in two different grids) of consumers based on their levels of sensation-seeking (high vs. low), affect (positive vs. negative), and risk-taking attitude (high vs. low). Theoretically, the model helps predict which consumers are most likely to engage in travel-related activities despite of the challenges posed by global pandemics.

What approach and avoidance factors drive Gen-Z consumers to buy bubble tea? An exploratory study

Purpose Bubble tea has become a popular beverage among the Gen-Z population in recent years, not only in Asia where this beverage originated, but also worldwide. This research aims to understand the motivational factors of Gen-Z consumers in Indonesia in purchasing bubble tea products. Design/methodology/approach This research adopts a qualitative methodology by interviewing 22 Gen-Z consumers living in Indonesia. A thematic-analysis approach and NVivo software are applied for the data analysis. Findings Eight factors, i.e. taste, texture, packaging, store, price, health, trend and brand, play important roles in explaining how the emotional dimensions (pleasure, arousal and dominance) created by the environmental stimuli of bubble tea were approached or avoided within the purchasing behaviors of Gen-Z consumers. This study also identified affiliation behaviors as the result of interactions between the three dimensions. Research limitations/implications As a qualitative study, this research used a particular and limited context to gain insights. Hence, a broader scale of research using a quantitative approach is recommended to validate the factors influencing purchasing behavior among the Gen-Z population. Practical implications This study can help practitioners to gain a better understanding of Gen-Z consumers’ behaviors on beverage products and to formulate effective marketing strategies. Originality/value To the best of the authors’ knowledge, by adopting a qualitative approach, this study is among the first to explore more deeply the emotional dimensions that drive Gen-Z’s decisions regarding whether to purchase a bubble tea product or not.

Sustained Decline in Cigarette Consumption During COVID-19

Background: An estimated 8 million people die every year due to tobacco use. The COVID-19 pandemic has increased the health costs of smoking, which is a leading risk factor for more severe COVID-19 symptoms, hospitalization, and death. The pandemic has also led to reductions in physical activity, increases in stress and declines in mental well-being, all factors commonly associated with triggering higher tobacco. Methods: Using a longitudinal data set of purchasing behavior from 2019-2020 among a national sample of the Danish population (n=4042), we estimate changes in tobacco use during the COVID-19 pandemic. Our analysis compares tobacco purchases prior to the pandemic to purchases during the pandemic, at the individual level. We also examine effects within subgroups based on smoking behavior in 2019 prior to the pandemic. We estimate effects for smokers and non-smokers. Within smokers, we separately estimate effects for occasional smokers and regular smokers. Results: We find large, sustained, decreases in tobacco consumption during COVID-19. We estimate that, controlling for price, weekly tobacco purchase rates decline by 24 percent and average quantities decline by 12 percent during the period spanning the onset of the pandemic in March 2020 through the end of the year. The declines are driven by regular smokers with little change in behavior among non-smokers or occasional smokers. Among regular smokers, purchase rates decline by about 30 percent, tobacco consumption declines by about 20 percent and quitting rates increase by about 10 percentage points. Conclusion: Our results are consistent with individuals responding to the increased health risks of smoking due to COVID-19 and suggest that the pandemic could lead to sustained reductions in tobacco consumption.