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Tytuł:
The Impact of Advertising Appeals on Purchase Intention for Women’s Fashion Products in Malaysia
Autorzy:
Farihah Bt. Isamudin, Nur
Tahir Jan, Muhammad
Powiązania:
https://bibliotekanauki.pl/articles/2054345.pdf
Data publikacji:
2021-07-02
Wydawca:
Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
Tematy:
Advertising appeals
fashion products
purchase intention
Malaysia
Opis:
This paper is mainly focused on analyzing the impact of four advertising appeals, namely love appeal, humor appeal, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected from 303 respondents using selfadministered online questionnaire that was distributed among social media users in Malaysia. The collected data went through an extensive process of screening and sorting to prepare for the analyses. Several important tests were conducted using analytical tools, namely IBM Statistical Package for the Social Sciences (SPSS) and its added module, AMOS to reach the fi ndings. Among them are a descriptive analysis, reliability tests, an exploratory and confi rmatory factor analysis, and hypothesis testing. In addition, two-stage structural equation modeling (SEM) was used to test for the fi tness of the proposed model. The fi ndings from the study revealed that two out of four advertising appeals, namely excitement appeal and love appeal, had signifi cant positive impacts on consumers’ purchase intention. Meanwhile, humor appeal and happiness appeal were found to have insignifi cant impacts. This research provides invaluable insights for marketers, especially those in women’s fashion industry in Malaysia, in creating eff ective advertising campaign to promote their fashion products to consumers in Malaysia. A unique attempt to investigate the individual impact of love appeal, humor appeal, happiness appeal, and excitement appeal on purchase intention is the strength of this research. Further, this study is also invaluable because of its main consideration, which was women’s fashion products.
Źródło:
Journal of Marketing and Consumer Behaviour in Emerging Markets; 2021, 1(12); 19-36
2449-6634
Pojawia się w:
Journal of Marketing and Consumer Behaviour in Emerging Markets
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Is Your Purchase Intention Influenced by Irrational Factors? An Investigation of Fashion Industry
Autorzy:
Tahir Jan, Muhammad
Mohamed Hamed Aly Abouzaid, Ahmed
Nadeem, -
Hossain, Tashpia
Powiązania:
https://bibliotekanauki.pl/articles/2054871.pdf
Data publikacji:
2020-12-08
Wydawca:
Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
Tematy:
Irrational factors
purchase intention
fashion industry
SEM
Opis:
This research paper mainly aims to identify and analyse irrational factors that impact consumers’ purchase intention, especially in the fashion industry. The data for this study were collected from 205 consumers of various nationalities via an online self-administered questionnaire. The acquired data were put through a thorough process to establish their relevance and to ensure that the data were ready for further analysis by applying the SPSS & AMOS software. Three irrational factors were extracted from the extant literature, namely, media, social impact, and emotions. These factors are reported to have a positive infl uence on the consumer’s purchase intention. First, a descriptive analysis was undertaken followed by an inferential analysis. Structural equation modelling (SEM) was used to test the fi tness of the proposed model and also to test the hypotheses. Two out of the total three hypotheses are supported. In this case, media infl uence and social infl uence emerged with a signifi cant positive impact on the consumer’s purchase intention. Even though emotions infl uence resulted in a positive impact, it was not statistically signifi cant and does not relate to the consumer’s purchase intention in the fashion industry. The fi ndings of this study have signifi cant contribution to the body of knowledge and practice. Marketing research, in general, and consumer research, in particular, will benefi t from the contribution of this research. Similarly, policy makers in the fashion industry may adopt the fi ndings of the present study to devise more eff ective marketing strategies. Indeed, this research highlights that the consumer’s purchase intention is not entirely in response to a particular phenomenon but a multitude of so-called “irrational” factors like media, society, and emotions.
Źródło:
Journal of Marketing and Consumer Behaviour in Emerging Markets; 2020, 2(11); 16-32
2449-6634
Pojawia się w:
Journal of Marketing and Consumer Behaviour in Emerging Markets
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Motivation and Value of Low-Cost Green Car (LCGC) Purchase Intention Across Generations
Autorzy:
Kirana, Lorenza
Windasari, Nila A.
Powiązania:
https://bibliotekanauki.pl/articles/2014184.pdf
Data publikacji:
2019
Wydawca:
Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
Tematy:
customer motivation
hedonic
LCGC
perceived value
purchase intention
utilitarian
Opis:
The low-cost green car (LCGC) is becoming one of interesting research topics in the automobile industry along with its unique characteristics of a vehicle product, tax incentives, and industry growth. The characteristics of this green product and its economic value are ultimately shifting customer behavior. Therefore, an understanding of the purchase motivation and value perception is crucial to determine the purchase intention. Perceived value acted as a full experience that customers received as a combination of thinking and feeling dimensions which are consistent with the utilitarian and hedonic motivations. Besides, LCGC sales have also been growing recently from the fi rst car owner until more senior customers who are predicted to have different motivations and values across generations. This study explores the LCGC car purchase intention of 240 customers in Indonesia to fi nd relationships of buyers’ motivation and perceived value to the LCGC purchase intention across generations X, Y, and Z. The result shows that hedonic motivation signifi cantly differs particularly between generation Y versus Z, and X versus Z. However, utilitarian motivation does not signifi cantly differ among generations. Further, perceived value also signifi cantly differs between generations X and Y.
Źródło:
Journal of Marketing and Consumer Behaviour in Emerging Markets; 2019, 1(9); 30-41
2449-6634
Pojawia się w:
Journal of Marketing and Consumer Behaviour in Emerging Markets
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Towards an Integrated Model of Customer Religiosity: A Self-Determination Theory Perspective
Autorzy:
Gilal, Faheem
Gadhi, Abdul
Gilal, Rukhsana
Gilal, Naeem
Zhang, Na
Gong, Zhenxing
Powiązania:
https://bibliotekanauki.pl/articles/1933546.pdf
Data publikacji:
2020-02
Wydawca:
Akademia Leona Koźmińskiego w Warszawie
Tematy:
intrinsic religiosity
extrinsic religiosity
luxury purchase intention
customer brand loyalty
Opis:
Purpose: Drawing on self-determination theory (SDT), this article aims to examine the impact of customers’ intrinsic and extrinsic religiosity on purchase intentions for luxury brands. Moreover, this study delves into the moderating effect of customer brand loyalty in these relationships. Methodology: To this end, we tested our hypotheses with a student sample (N = 169) from Pakistan. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation modeling (SEM), and moderation analysis techniques were used to analyze the data using SPSS 24.0 and AMOS 24.0. Findings: The results of data analysis indicated that a customer’s purchase intention for luxury brands is significantly influenced by extrinsic religiosity, while intrinsic religiosity has trivial influence in boosting purchase intention for a luxury brand. Our results for moderation analysis further show that customer purchase intention for a luxury brand is reinforced by intrinsic religiosity when customer brand loyalty is high but not when customer brand loyalty is low, whereas purchase intention for a luxury brand is fortified more by extrinsic religiosity when customer brand loyalty is low than when customer brand loyalty is high. Research Limitations: As with any set of cross-sectional studies, our research is not without limitations. For instance, the sample size in the current study is purposefully small. This limits the generalizability of findings across a wider population. Implications/originality/value: This study has provided a framework to explain how customers’ intrinsic and extrinsic religiosity affected the purchase intentions of luxury brands in the emerging market.
Źródło:
Central European Management Journal; 2020, 28(2); 16-27
2658-0845
2658-2430
Pojawia się w:
Central European Management Journal
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Young women’s attitude towards counterfeiting cosmetics: an empirical study
Autorzy:
Diouani, Hela
Bechelaghem, Khadidja
Graa, Amel
Powiązania:
https://bibliotekanauki.pl/articles/54515468.pdf
Data publikacji:
2023-12-30
Wydawca:
Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
Tematy:
attitude
counterfeit
consumer behaviour
economic aspect
perceived risk
purchase intention
Opis:
The present research aimed to pinpoint the factors shaping attitudes towards counterfeiting and how these attitudes influence the intention to purchase counterfeit products. The work tries also to take a step back from previous research contributions, to develop a model for understanding attitudes towards counterfeit products. To achieve this aim, a quantitative study was undertaken using a questionnaire survey was administered to a sample of 250 women in Algeria. To assess our hypotheses, a structural equation modelling (SEM) was employed. Findings showed that factors such as insensitivity to counterfeiting, economic considerations as well as perceived risk directly impact the attitude towards counterfeiting.
Źródło:
Marketing Instytucji Naukowych i Badawczych; 2023, 50, 4; 93-114
2353-8414
Pojawia się w:
Marketing Instytucji Naukowych i Badawczych
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Developing customer inspiration in XYZ retail stores
Autorzy:
Tanjung, Valencia
Susanto, Yosef Budi
Rusdianto Berto, Agustinus
Powiązania:
https://bibliotekanauki.pl/articles/18105219.pdf
Data publikacji:
2023-09-28
Wydawca:
Szkoła Główna Handlowa w Warszawie. Kolegium Zarządzania i Finansów
Tematy:
visual merchandisin
customer inspiration
purchase intention
retail store
store environment
Opis:
Many retailers have low sales due to the difficulty in the purchase decision of their customers. Previous research shows the lack of studies on the impact of store interiors on purchase decisions. This study aims to find out various visual merchandising factors that affect purchase intentions at XYZ retail stores and focuses on visual merchandising itself, as well as store environment and customer inspiration factors that affect customer behaviour. The non-probability sampling technique with analysing 140 respondents using an online questionnaire with SMART PLS was used to conduct this research. The results show that customer inspirations directly influence customers’ purchase intentions. Visual merchandising and store environment indirectly affect purchase intention as well, mediated by customer inspirations. The customer inspiration variable is in the good category in the XYZ store. It is recommended to use quick response in visual merchandising and develop a store environment virtually that can be connected to a customer’s device.
Źródło:
Journal of Management and Financial Sciences; 2023, 47; 35-49
1899-8968
Pojawia się w:
Journal of Management and Financial Sciences
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?
Autorzy:
Gilal, Faheem
Gilal, Naeem
Gilal, Rukhsana
Gon, Zhenxing
Gilal, Waseem
Tunio, Muhammad
Powiązania:
https://bibliotekanauki.pl/articles/1933750.pdf
Data publikacji:
2021
Wydawca:
Akademia Leona Koźmińskiego w Warszawie
Tematy:
brand attachment
brand passion
purchase intention
product involvement
young consumers
Opis:
Purpose: Drawing from attachment theory and categorization theory, the present study aims to investigate the effects of brand attachment and brand passion on consumer purchase intention, and to explore the moderation effect of product involvement (i.e.a low-involvement convenience product vs. a high-involvement shopping product) in these relationships. Design/methodology/approach: To bridge this gap, we recruited n = 205 young consumers to test the hypotheses using AMOS 24.0 and SPSS 24.0. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and moderation analysis techniques were used as data analysis methods. Findings: Results show that when brand attachment and brand passion were assessed, the brand passion has the highest effect on purchase intention. Moreover, our data reveal that brand attachment is more likely to lead to consumer purchase intention for convenience products, while brand passion is more promising for increasing consumer purchase intention for high-involvement shopping products. Finally, we provide a detailed discussion of how these results can be applied to both research and practice. Implications: This study offers recommendations for how practitioners can strengthen purchase intentions of convenience and shopping brands in emerging markets. Originality/value: This study is the first to prove that brand attachment is a driver of purchase intention of low-involvement convenience brands, whereas brand passion is a more prominent predictor of the purchase intention of high-involvement shopping brands.
Źródło:
Central European Management Journal; 2021, 29(1); 14-38
2658-0845
2658-2430
Pojawia się w:
Central European Management Journal
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Motives in Online Shopping through Digital Platforms in Textile: Risk Perception and Purchase Intention
Autorzy:
Turhan, Gülden
Powiązania:
https://bibliotekanauki.pl/articles/2200767.pdf
Data publikacji:
2022
Wydawca:
Sieć Badawcza Łukasiewicz - Instytut Biopolimerów i Włókien Chemicznych
Tematy:
online shopping motivation
digital platform
textile
risk perception
purchase intention
Opis:
This study aims to provide a great deal of insight into how risk perception and purchase intention differ for the consumer with different online shopping motives. Data were collected through a questionnaire with 359 voluntary consumers aged 18-28 living in Istanbul. 14 motives leading them to online shopping through digital platforms for textile products were defined with the Focus group technique. First, clustering analysis was conducted to define consumers according to the guiding motives in online shopping. Next, whether the consumer segments identified by these motives have different levels of risk perception and purchase intention was investigated via ANOVA analysis.
Źródło:
Fibres & Textiles in Eastern Europe; 2022, 5 (151); 1--7
1230-3666
2300-7354
Pojawia się w:
Fibres & Textiles in Eastern Europe
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Antecedents of Word-of-Mouth Communication and Purchase Intention on Facebook
Autorzy:
Anastasiei, Bogdan
Chiosa, Ana Raluca
Powiązania:
https://bibliotekanauki.pl/articles/2012517.pdf
Data publikacji:
2018
Wydawca:
Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
Tematy:
electronic word of mouth
brand engagement
referral intention
recommendations
purchase intention
social media
Opis:
More and more business customers use social media to express their opinions about products, services and brands. This study aims to make a step further in understanding consumer engagement in electronic word of mouth (eWOM) on Facebook and its impact on recommending and purchasing products. To test our conceptual framework, structural equation modeling techniques have been applied to data collected through a self-administrated survey addressed to 640 Facebook users from Romania. Our model shows that Facebook’s perceived usefulness infl uences customer brand engagement, which in turn has an important effect on the intention to purchase the brand and recommend it to others (word of mouth). Therefore, people who use Facebook as a source of information about products and services are top eWOM providers. A brand that seeks to build authority on Facebook should look for eWOM providers, convert them into fans and “feed” them with attention-grabbing information that is worth spreading. This way, most of the fans will provide free word-of-mouth advertising, becoming true brand ambassadors. Our study has established that Facebook’s perceived usefulness not only engages online users with brands, but also makes this medium a perfect eWOM tool: it builds trust in friends’ recommendations, and eventually, makes the users sincere supporters of the brands they like.
Źródło:
Journal of Marketing and Consumer Behaviour in Emerging Markets; 2018, 2(8); 33-45
2449-6634
Pojawia się w:
Journal of Marketing and Consumer Behaviour in Emerging Markets
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Investigating the Antecedents of Purchase Intention Toward Local Dairy Products: An Empirical Study Based on the SOR Model
Autorzy:
Mkedder, Nadjim
Bakır, Mahmut
Lachachi, Abdelheq
Powiązania:
https://bibliotekanauki.pl/articles/1934117.pdf
Data publikacji:
2021
Wydawca:
Akademia Leona Koźmińskiego w Warszawie
Tematy:
SOR theory
perceived quality
local products
consumer purchase intention
dairy products
Opis:
Purpose: The aim of this study was to investigate the antecedents of consumers’ purchase intention toward local dairy products. In doing so, this article delves into the relationships between perceived quality, perceived price, customer satisfaction, brand image, and customer purchase intention in the context of developing countries. Design/methodology/approach: Drawing on the stimulus-organism-response (SOR) framework, the research model was tested using the partial least squares structural equation modeling (PLS-SEM) technique with a questionnaire applied to 731 respondents from Saudi Arabia. Findings: The results showed that perceived quality, consumer satisfaction, and brand image have a positive impact on purchase intention, whereas perceived price could not explain purchase intention. Moreover, consumer satisfaction and brand image appeared to significantly mediate the relationships in the research model. Research limitations/implications: This article studies a specific country and local dairy consumption. One should be careful when generalizing the results to other food and country contexts. Originality/value: This study investigates consumer purchase intention specifically toward local dairy products, which was a matter underexplored in the literature as opposed to studies on a variety of other local products. Moreover, the article contributes to an extension of the SOR framework onto the body of literature regarding local products.
Źródło:
Central European Management Journal; 2021, 29(4); 124-148
2658-0845
2658-2430
Pojawia się w:
Central European Management Journal
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland
Autorzy:
Cong Doanh, Duong
Gadomska-Lila, Katarzyna
Thi Loan, Le
Powiązania:
https://bibliotekanauki.pl/articles/19233725.pdf
Data publikacji:
2021
Wydawca:
Instytut Badań Gospodarczych
Tematy:
green purchase intention
green products purchase willingness
collectivism
long-term orientation
perceived environmental knowledge
Opis:
Research background: Even though antecedents of green consumption have already been considered in numerous scientific articles, their findings still remain inconsistent. Furthermore, far less attention has been paid to understanding the underlying mechanism of cultural values, including collectivism and long-term orientation, and perceived environmental knowledge influencing intention to purchase environmentally friendly products, as well as the meditating role of green purchase willingness in the linkages between antecedents and green purchase intention. In addition, some previous studies suggested that it might be meaningful and significant to explore these linkages in the cross-cultural context with different levels of economic development. Purpose of the article: This study explored the effects of cultural dimension, perceived environmental and green purchase willingness with regard to intention to purchase environmentally friendly products of Vietnamese and Polish customers. Moreover, the mediating role of green purchase willingness was also investigated in this study. Methods: To achieve the objectives of this research, customer surveys were conducted in two developing countries ? Vietnam and Poland. Two convenience samples of 611 Vietnamese consumers and 301 Polish consumers have been recruited from 03 May to 03 October 2020. The structural equation modelling (SEM) was utilized to examine the conceptual framework and test the proposed hypotheses. Findings & value added: The research revealed that green purchase willingness became the most influential factor to predict green purchase intention in both cultures. Also, perceived environmental knowledge was found to have substantial effects on willingness and intention to purchase environmentally friendly products in both countries, even though the influential degree in Poland was much higher than that in Vietnam. Remarkably, cultural dimensions were found to significantly affect green consumption in the collectivist culture of Vietnam, while these relationships were not significant in Poland. This study was expected to significantly contribute to the existing literature by boosting our understanding of the importance of cultural values and perceived knowledge environment in promoting green consumption in the cross-cultural context.
Źródło:
Oeconomia Copernicana; 2021, 12, 4; 935-971
2083-1277
Pojawia się w:
Oeconomia Copernicana
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Predicting Consumers’ Intention to Shop Online in an Emerging Market: A COVID-19 Perspective
Autorzy:
Islam, Afsarul
Anjum, Nishath
Ahmed, Imran
Powiązania:
https://bibliotekanauki.pl/articles/2054344.pdf
Data publikacji:
2021-05-25
Wydawca:
Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
Tematy:
online shopping
purchase intention
theory of planned behaviour (TPB)
consumers
emerging market
COVID-19
Opis:
As an emerging economy, Bangladesh has witnessed a remarkable development in adopting information and communication technologies over the last decade. Hence, the fi eld of e-commerce is expanding rapidly and consumers are now using the internet as an alternative channel for buying. The fundamental purpose of this study is to predict consumers’ intention to purchase online during the COVID-19 pandemic in Bangladesh. Based on the Theory of Planned Behavior (TPB), this study attempts to explore certain factors (attitude towards online shopping, subjective norms, perceived behavioral control) aff ecting consumers’ online buying intention. A structured questionnaire has been used to collect the primary data through the CAWI survey method. A total of 157 respondents have participated in this study from diff erent universities in Sylhet city, Bangladesh. This study employed multiple regression analysis to test the proposed research model. The fi ndings indicate that all the predictors have a signifi cant impact on consumers’ behavioral intention to do online shopping during the COVID-19 pandemic. However, any developing country like Bangladesh has a genuine need for more research works on the e-commerce fi eld. This study provides some valuable insights into the adoption of the online shopping system in an emerging economy which helps the e-commerce industry to understand online consumers’ behavior to develop various marketing strategies accordingly. The study also contributes to the body of knowledge both at the academic and practical levels.
Źródło:
Journal of Marketing and Consumer Behaviour in Emerging Markets; 2021, 1(12); 4-18
2449-6634
Pojawia się w:
Journal of Marketing and Consumer Behaviour in Emerging Markets
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The effect of service quality on private brand image and purchase intention in the chain stores of ETKA
Autorzy:
Soltani, Morteza
Esfidani, Mohammad Rahim
Jandaghi, Gholamreza
Soltaninejad, Nima
Powiązania:
https://bibliotekanauki.pl/articles/1192668.pdf
Data publikacji:
2016
Wydawca:
Przedsiębiorstwo Wydawnictw Naukowych Darwin / Scientific Publishing House DARWIN
Tematy:
service quality
brand image
perceived value
purchase intention
private brand
chain stores of ETKA
Opis:
The chain stores require special attention of the managers to be established and maintained in a competitive and beneficial position in the marketplace. Hence the present study provides a proposed model to examine the effect of service quality on private brand image and purchase intention in the chain stores of ETKA. The statistical population of this study includes the customers of these stores in Tehran and the required data for performing the research were obtained by the approach of purposive sampling among 390 customers of these stores. Data analysis was performed by using correlation analysis and structural equation modelling and with the help of software AMOS 18. The results show that: (1) service quality has a positive and significant effect on the purchase intention of the private brand (2) service quality has a positive and significant effect on the perceived value (3) perceived value has a positive and significant effect on the purchase intention of the private brand (4) private brand image has a positive and significant effect on the purchase intention of the private brand.
Źródło:
World Scientific News; 2016, 47, 2; 202-216
2392-2192
Pojawia się w:
World Scientific News
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Purchase intentions in a chatbot environment: An examination of the effects of customer experience
Autorzy:
Martínez Puertas, Sergio
Illescas Manzano, María Dolores
Segovia López, Cristina
Ribeiro-Cardoso, Paulo
Powiązania:
https://bibliotekanauki.pl/articles/39987490.pdf
Data publikacji:
2024
Wydawca:
Instytut Badań Gospodarczych
Tematy:
artificial intelligence tools
chatbot
customer experience
purchase intention
uses and gratifications theory
usage frequency
Opis:
Research background: Chatbots represent valuable technological tools that allow companies to improve customer experiences, meet their expectations in real time, and provide them with personalized assistance. They have contributed to the transformation of conventional customer service models into online solutions, offering accessibility and efficiency through their integration across various digital platforms. Nevertheless, the existing literature is limited in terms of exploring the potential of chatbots in business communication and studying their impact on the customer's response. Purpose of the article: The main objective of this study is to examine how consumers perceive chatbots as customer service devices. In particular, the paper aims to analyze the influence of the dimensions of “Information”, “Entertainment”, “Media Appeal”, “Social Presence” and “Risk for Privacy” on the “Customer Experience” and the latter on the “Purchase Intention”, under the consideration of the Uses and Gratifications Theory. Moderations due to Chatbot Usage Frequency for some of the relationships proposed are also analyzed.  Methods: An empirical study was performed through a questionnaire to Spanish consumers. The statistical data analysis was conducted with R software through the lavaan package. To test the hypotheses from the conceptual model a structural equation modelling approach was adopted. Findings & value added: The results obtained identify the main characteristics of chatbots that can support brands to effectively develop their virtual assistants in order to manage their relational communication strategies and enhance their value proposal through the online customer journey. Findings demonstrate the contribution that chatbot dimensions make to the online consumer experience and its impact on the purchase intention, with the consideration of the moderating effect exercised by the user's level of experience (novice vs. experienced) with the use of chatbots. Regarding managerial implications, this research offers recommendations for e-commerce professionals to manage chatbots more effectively. The “Entertainment” and “Social Presence” dimensions can be operationalized at a visual (e.g., appearance of the avatar and text box, use of designs aligned with the website) and textual level (e.g., style and tone of voice, use of expressions typical of the target audience) to generate a feeling of proximity with the chatbot and facilitate its adoption. “Media Appeal” requires that the chatbot be easy to use, effective, and accessible, to facilitate its usability. Finally, mitigation of “Privacy Risk” concerns should be achieved by presenting an appropriate privacy policy and requesting permission for the use of customers’ private information.
Źródło:
Oeconomia Copernicana; 2024, 15, 1; 145-194
2083-1277
Pojawia się w:
Oeconomia Copernicana
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Shopping for fresh food online during Covid-19 in Shanghai
Autorzy:
Janssens, Kim
Semeijn, Janjaap
Powiązania:
https://bibliotekanauki.pl/articles/13925592.pdf
Data publikacji:
2023-03-29
Wydawca:
Wyższa Szkoła Bankowa we Wrocławiu
Tematy:
Theory of Planned Behavior
fresh food e-commerce
perceived risk
purchase intention
past experience
Covid-19
Opis:
Aim: The main goal is to examine the role of perceived risk in determining customers’ willingness to purchase fresh food online. Research methods: Data were collected through an online survey. Respondents were recruited via a call on online platforms. A total of 287 fresh food e-commerce consumers participated. Conclusions: The results showed that perceived risk of COVID-19 infection had a positive effect on purchase intention, perceived risk of purchase behavior had a negative impact on purchase intention, and attitude was a mediating variable between perceived risk and purchase intention. Past experience moderated the relationship between perceived risk of purchase behavior and attitude. Actual consumer behavior was explained directly by purchase intention Originality: Next to attitude, subjective norms, and perceived behavioral control, the effects of perceived risk of COVID-19 infection, perceived risk of purchase behavior, and past experience on purchase intention and actual behavior to purchase fresh food online were examined in an extended Theory of Planned Behavior model. Previous studies measured overall risk perception as risk perception associated with purchase behavior and risk perception related to Covid-19 infection. The influence of both types has rarely been examined distinctively. Implications: Retailers can contribute to lowering consumers’ risk perception of purchasing fresh food online and offer creative promotions to attract repeat purchases. Limitations: Only attitude correlated significantly with purchase intention, implying that additional variables may influence purchase intention. Also, although the influence of past experience is considered, a detailed distinction was not made. JEL: D01, D81
Źródło:
Central European Review of Economics and Management; 2023, 7, 1; 7-30
2543-9472
Pojawia się w:
Central European Review of Economics and Management
Dostawca treści:
Biblioteka Nauki
Artykuł
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