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Consumers' Purchase Intentions and their Behavior
Abstract
Purchase intentions are frequently measured and used by marketing managers as an input for decisions about new and existing products and services. Purchase intentions are correlated and predict future sales, but do so imperfectly. I review and summarize research on the relationship between purchase intentions and sales that has been conducted over the past 60 years. This review offers insights into how best to measure purchase intentions, how to forecast sales from purchase intentions measures, and why purchase intentions do not always translate into sales.
... Understanding consumer behavior can help firms maintain their business sustainability because consumer behavior reveals consumer insights that explain the reasons of their purchase decision [1,2]. In particular, purchase intention, which is one consumer behavior, is a key advantage to many businesses [2]. ...
... Understanding consumer behavior can help firms maintain their business sustainability because consumer behavior reveals consumer insights that explain the reasons of their purchase decision [1,2]. In particular, purchase intention, which is one consumer behavior, is a key advantage to many businesses [2]. Recently, many firms and researchers have paid significant attention to consumer purchase intention [3][4][5] because once they are able to deeply understand consumer purchase intention, they can find new solutions to satisfy their target customers and achieve more sales performances in the future [1,2]. ...
... In particular, purchase intention, which is one consumer behavior, is a key advantage to many businesses [2]. Recently, many firms and researchers have paid significant attention to consumer purchase intention [3][4][5] because once they are able to deeply understand consumer purchase intention, they can find new solutions to satisfy their target customers and achieve more sales performances in the future [1,2]. ...
Purchase intention has been acknowledged as an important factor influencing businesses’ sales performances and sustainability. Thus, finding factors that influence purchase intention is essential to all relevant businesses. Based on the current importance of purchase intention to businesses, the main objective of this research was to investigate how country of origin, brand image, and perceived value influenced intentions to purchase COVID-19 medicines among Thai consumers. To accomplish this objective, researchers created a Google Form to survey 862 people around Thailand. However, researchers found only 653 valid data, which were analyzed through the structural equation model. The research findings revealed that perceived COVID-19 medicine value increased once the values of country of origin and brand image were highly considered by consumers. At the same time, consumers attempted to buy COVID-19 medicines for their COVID-19 treatments if the products contained high country of origin and perceived values. Finally, the perceived value was found to be a full mediator between brand image and purchase intention. In comparison, despite country of origin and perceived value being the significant factors in purchase intention, consumers’ intention to purchase COVID-19 medicines depended significantly on the degree of the consumers’ perceived value because perceived value contributed the highest impact on purchase intention. These results revealed that COVID-19 medicines were highly valued by many consumers because these medicines could help prevent heavy illness in consumers. As a result, consumers had a higher intention to purchase these medicines for their future COVID-19 treatments.
... This makes it valuable to examine Filipino consumers' purchase intention toward Halal-certified restaurants and the factors influencing the intention. Morwitz (2014) asserted that marketers utilize consumer purchase intention to gauge future product demand and measure how their marketing strategies affect future sales. Abu-Hussin et al. (2017) noted that Halal literature gives little attention to determinants of Halal food consumption among Muslim minorities in Asia. ...
... Marketers utilize consumer purchase intention to gauge future product demand and measure how marketing strategies affect future sales (Morwitz, 2014). This study used the same measure to examine the demand for a Halal-certified restaurant in Iligan City. ...
This quantitative study aims to describe the demand for Halal-certified restaurants and identify predictors of purchase intention among Muslim and non-Muslim Filipino consumers in Mindanao using the Theory of Planned Behavior. This also seeks to test the moderating effects of Halal certification awareness, religiosity, and consumer characteristics on the relationships between TPB constructs. With a snowball sampling technique, an online survey questionnaire was distributed to 300 respondents who are at least 18 years old and eat at a restaurant in Iligan City. Descriptive statistics revealed a strong intention to purchase food or dine at a Halal-certified restaurant. PLS-SEM findings show that this intention is strongly shaped by attitude, followed by subjective norms. On the other hand, perceived behavioral control does not contribute to this intention. Moreover, only religious affiliation acts as a moderator in the model, specifically on the relationship between subjective norms and purchase intention. It conveys that attitude, social pressure, and religious affiliation should be taken into account when promoting Halal-certified restaurants. The government and restaurant industry players must make an effort to bring out positive evaluations of Halal and Halal certification among different religious groups.
... Kada je u pitanju marketinški aspekt, kupovinu i korišćenje električnih bicikala bi trebalo sagledati u kontekstu ponašanja potrošača. Akcenat se može staviti na njihove namere da kupe pomenuti proizvod, imajući u vidu da ta varijabla predstvalja značajan input marketing menadžerima u procesu donošenja različitih odluka (Morwitz, 2012). Uz to, treba napomenuti da su potrebe za istraživanjem determinisane i, po saznanjima autora, nepostojanjem sličnih istraživanja u domicilnom ambijentu. ...
... Ograničenje rada se ogleda u sagledavanju samo jedne varijable -namere kupovine električnih bicikala. I pored toga što ista predstavlja jedan od osnovnih indikatora procene budućih kretanja na tržištu, važno je napomenuti da njena korelacija sa stvarnim ponašanjem potrošača nije uvek perfektna (Morwitz, 2012). ...
Air pollution is a challenge faced by a large number of both developed and developing countries. Its consequences are particularly visible in urban areas, where the concentration of cars is the highest. In order to reduce the level of air pollution, one of the steps that should be taken, relates to the greater use of environmentally-friendly modes of transportation, among which are electric bicycles. The results of several studies have shown that substituting cars with electric bicycles can have positive effects on the environment and human health. Accordingly, the paper investigates the intention to purchase electric bicycles with a focus on the student population. It was analyzed in relation to the gender and age of the respondents. The obtained mean value indicates the existence of a relatively high intention of students when it comes to purchasing electric bicycles; hereby it is significantly higher among male respondents. In addition, its association with students' age was identified. After discussing the results, appropriate marketing and financial implications are presented.
... Furthermore, ref. Morwitz [18] outlined a 60-year meta-analysis indicating that buying intentions may not always translate or materialise into actual behaviour. Morwitz [18] came to the conclusion that purchase intentions are an imperfect predictor of what consumers do/act upon. ...
... Morwitz [18] outlined a 60-year meta-analysis indicating that buying intentions may not always translate or materialise into actual behaviour. Morwitz [18] came to the conclusion that purchase intentions are an imperfect predictor of what consumers do/act upon. Similarly, Nabi [19] refuted the concept that the intention to undertake a task typically predicts actual performance. ...
Understanding and recognising environmentally-friendly behaviour are vital in achieving the Sustainability Development Goals and driving the economy for countries and producers of environmentally-friendly goods. Nevertheless, various stakeholders have expressed concern about the existing green gap, which greatly hinders their marketing efforts. This situation persists as mainstream research investigates people’s purchasing intentions, under the notion that the intention to perform a specific behaviour would generally predict the actual behaviour. The key argument of this study is that examining the actual consumption behaviour of organic foods is the ideal approach towards investigating purchase intention drivers as a proxy for consumption. In response to the green gap, the theory of planned behaviour is expanded by including the dimension of temporal orientation, i.e., a future orientation that has an influential but unrecognised effect on many human behaviours. In contrast to the prevalent operationalisation of attitude, the term is defined as a product-specific attitude which is markedly dissimilar to the environmental attitude in its orientations. The Partial Least Squares Structural Equation Modeling technique was used to analyse the research model. The findings indicate that while product-specific attitudes and perceived availability positively affect organic food consumption, subjective norms do not. Additionally, the data implies that product-specific attitudes are stronger when future orientation is high.
... Purchase interest reflects individual behavior and desire to buy something (Suganda, Hapsari, et al., 2021). Purchase interest in consumer behavior appears in response to objects that indicate an individual's desire to make a purchase (Kotler et al., 2018;Morwitz, 2012;Zou, 2018). Purchase interest can be enthusiasm to buy something according to existing trends (Pahala et al., 2021). ...
... Purchase interest can be enthusiasm to buy something according to existing trends (Pahala et al., 2021). Purchase intention also refers to an individual's willingness to buy something at a particular time or in a specific situation (Morwitz, 2012). This is obtained from learning and thinking to form perceptions and generate motivation for what they think; finally, when individuals need to fulfill their needs, it is necessary to actualize what they have been thinking (Kusuma et al., 2020). ...
Background: Traditional markets are essential to many people for shopping and fulfilling their daily needs is necessary to study people's purchase behavior, especially regarding purchase interest, in an era of increasingly advanced technological developments including e-commerce. Objective: This study aims to show the effect of e-commerce on people's purchase interest in traditional markets. Method: This type of study is descriptive and quantitative, with primary and secondary data sources. The primary data is taken from questionnaires and interviews, while the secondary data is taken from some literatures. The population of the study is the people of Bengkalis Regency, Riau Indonesia in amount of 564,689 people in total. This study used random sampling. The sample measurement technique uses the Slovin approach and obtained a total of 400 respondent and for the data analysis, this study used simple linear regression. Results: The results of the study show that e-commerce positively and significantly affects people's purchase interest in traditional markets.
Conclusion: E-commerce positively and significantly affects the purchase interest of the Bengkalis people in traditional markets as much as 66.1% and the rest 33.9% is affected by other factors. Nevertheless, most people only use e-commerce as a catalogue to gain new information about a product, their purchase interest remains mostly buying the product in traditional markets. This study will theoretically enrich the previous existing theories and practically becomes a reference for business-persons to increase people's purchase interest.
... Self-brand connection (seven items, a = 0.93; Hollebeek et al., 2014), purchase intention (three items, a = 0.98; Morwitz, 2014), brand engagement (five items, a = 0.94) and selfexpression (six items, a = 0.94; Rifkin et al., 2021) were captured as in Study 2. Manipulation checks for relationship norms verified if participants perceived their relationship with the restaurant as communal or exchange (Wan et al., 2011). The rest of the measures were identical to Study 2. Please see Appendix 2 for more information about the measures used in Study 3. ...
... Further studies could examine these research streams. (Morwitz, 2014) 1) Definitely do not intend to buy/definitely intend to buy 2) Very low purchase interest/high purchase interest 3) Probably not buy it/probably buy it S1A = 0.95 S1B = 0.96 S2 = 0.97 S3 = 0.98 Studies 2-3 ...
Purpose
This paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues.
Design/methodology/approach
Four studies ( N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand connection.
Findings
The findings suggest that crowdsourcing (vs firm-generated) cues lead to higher brand engagement (Studies 1A–1B), mediated by self-brand connection (Studies 2–3). In addition, relationship norms moderate the effects (Study 3), such that under exchange brand relationships crowdsourcing (vs firm-generated) cues yield higher brand engagement, whereas communal brand relationships reverse such effects.
Practical implications
The findings provide valuable managerial implications by highlighting the importance of using relationship norms as diagnostic cues to successfully implement crowdsourcing initiatives.
Originality/value
This research adds to the customer-brand relationship literature by revealing an accessibility-diagnosticity perspective of consumers’ reactions to crowdsourcing (vs firm-generated) cues.
... Self-brand connection (seven items, a = 0.93; Hollebeek et al., 2014), purchase intention (three items, a = 0.98; Morwitz, 2014), brand engagement (five items, a = 0.94) and selfexpression (six items, a = 0.94; Rifkin et al., 2021) were captured as in Study 2. Manipulation checks for relationship norms verified if participants perceived their relationship with the restaurant as communal or exchange (Wan et al., 2011). The rest of the measures were identical to Study 2. Please see Appendix 2 for more information about the measures used in Study 3. ...
... Further studies could examine these research streams. (Morwitz, 2014) 1) Definitely do not intend to buy/definitely intend to buy 2) Very low purchase interest/high purchase interest 3) Probably not buy it/probably buy it S1A = 0.95 S1B = 0.96 S2 = 0.97 S3 = 0.98 Studies 2-3 ...
Purpose-This paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues. Design/methodology/approach-Four studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand connection. Findings-The findings suggest that crowdsourcing (vs firm-generated) cues lead to higher brand engagement (Studies 1A-1B), mediated by self-brand connection (Studies 2-3). In addition, relationship norms moderate the effects (Study 3), such that under exchange brand relationships crowdsourcing (vs firm-generated) cues yield higher brand engagement, whereas communal brand relationships reverse such effects. Practical implications-The findings provide valuable managerial implications by highlighting the importance of using relationship norms as diagnostic cues to successfully implement crowdsourcing initiatives. Originality/value-This research adds to the customer-brand relationship literature by revealing an accessibility-diagnosticity perspective of consumers' reactions to crowdsourcing (vs firm-generated) cues.
... Laroche [19] demonstrated that factors like consideration and expectation in buying a brand are essential precursors for measuring a consumer purchasing intention. Consumer purchasing intention is crucial to every business since it acts as a main input used by the marketers to predict prospective sales [20]. Purchase behaviour is evolved from the steps of purchasing intention. ...
... Purchase behaviour is evolved from the steps of purchasing intention. Morwitz [20] asserted that consumer behaviour towards a particular product would affect their purchasing intention. This phenomenon applies to all businesses, and the junk food industry makes no exception. ...
Junk food consumption is progressively thriving worldwide. Having junk food products close-at-hand at the marketplace with the frequent low-price sales promotion have significantly inflated the junk food consumption among Malaysians. Consumers can conveniently consume junk food as it requires zero planning on a formal meal. This study concentrates on generation Z consumers since they are among the prevalent junk food fans in Kota Bharu, Kelantan. Generation Z is a demographic cohort born between the years 1995 to 2015. Despite being rich in purchasing power, there is still a lack of comprehensive information on the antecedents of junk food purchase intention among generation Z consumers. This survey study is presented to identify the core factors affecting generation Z's purchase intention of junk food using the exploratory factor analysis. The Cronbach's Alpha validated questionnaires were distributed to the sampled 384 respondents in Kota Bharu, Kelantan. The exploratory factor analysis identifies four essential factors, which are ‘convenience trait, price, taste, and promotion’, ‘eating habit, spending priority, and peer influence’, ‘packaging information and brand’, and ‘health effect’. These factors hold nearly 50% of the variability. The research findings leverage academics and non-academics with wider cognizance into key antecedents of junk food purchase intention among Kota Bharu generation Z consumers. The ongoing augmentation of notion and understanding on the reasons for purchasing junk food help to drive the frenzy of junk food marketers and brands in extemporizing their strategies to consumer expectations that subsequently win the consumers’ penny.
... Buying intention is an important study since marketing managers use consumer buying intentions as an action to forecast sales and determine the effect of these consumers in the future. Consumer buying intention is the main input for buying behavior (Morwitz, 2014). Fashionconscious individuals are more likely to make a purchase (Lam & Yee, 2014). ...
... Buying intention is important to study because marketing managers use consumer buying intentions as a measure to forecast sales and determine the effect of these consumers in the future. Consumers consider buying intentions as the main input for buying behavior (Morwitz, 2014). Thus, it has become an important point for marketers to study consumers' buying intentions. ...
The growth of fashion development among male consumers in Indonesia is not supported by the increasing study on the male fashion segment. Therefore, it is necessary to understand the Generation Y male buying intention towards fashion products since Gen Y is the most prospective market. This study aims to investigate the factors that influence fashion consciousness among males in Indonesia by using self-identity, social media influence, changes in work practices, advancement in information technology, mass media influence variables, and the impact of fashion consciousness on buying intention. By employing quantitative research, the data collected uses a self-administered online questionnaire. The samples of this research are 227 respondents of Gen Y males with their profile data. This study uses partial squares structural equation modeling analysis with the smart PLS application to test the hypothesis. The findings of this study show that self-identity, social media influence, and mass media influence have a significant impact on fashion consciousness. Also, fashion consciousness has significant results on buying intention.
... One of the key indicators that marketing managers use to anticipate future sales and evaluate how their actions will affect consumers' purchasing behavior are the identified purchase intentions of consumers. Utilizing idea and product tests, purchase intentions are often used to analyze consumer demand for new items (Morwitz, 2012). ...
Social media has developed into an exceptional tool for everyone to generate marketing goods, services, and information sharing. This evolution of digital marketing is called eWOM, and it has created a new profession for users known as social media influencers. This research strives to demonstrate the effectiveness of influencers, advertisements, eWOM, and lifestyle as tools to build brand strength and purchase intention of ASTRO (Indonesia’s first quick commerce company that delivers groceries and essentials within 15 minutes). This empirical study utilized a quantitative research method and distributed questionnaires to the respondents. The study found that brand image and purchase intention have a significant impact on consumer behavior, while social media advertising, influencers, and eWOM have less of an impact.
... Purchase intention can be a predictive way to incorporate the factors that are most relevant for that person purchase decision (Morwitz 2014). The buying interest can also be interpreted as consumer attitudes towards products that consist of consumer trust in the brand and brand evaluation. ...
... Furthermore, purchase intention serves as a valuable marketing tool, enabling the assessment of the efficacy of marketing strategies, sales performance, and market share. It is important to note that the inclination to make a purchase typically arises when consumers develop an interest and a genuine desire to acquire a product they have encountered [28]. ...
The contemporary beverage business has recently begun attracting much attention from Indonesian consumers, especially in Jakarta. The contemporary beverage industry has recently garnered significant attention among consumers in Jakarta, Indonesia. This investigation aimed to ascertain whether there is a relationship between Electronic Word of Mouth (E-WOM) and Perceived Price with respect to customer Purchase Intention for ice cream, with Trust serving as a mediating factor. The study's participants were residents of Jakarta, with a sample size of 225 individuals selected through purposive sampling. Data analysis was conducted using the Partial Least Square Structural Equation Modeling (PLS-SEM) technique. The findings of this research reveal that E-WOM, perceived price, and trust influence consumer purchase intentions for ice cream products in Jakarta. Furthermore, this study highlights the mediating role of trust in the relationship between E-WOM and consumer purchase intentions.
... Minat merupakan perilaku konsumen yang muncul sebagai respon terhadap objek yang menunjukkan keinginan individu untuk melakukan penggunaan suatu produk atau jasa (Morwitz 2012). Minat dapat dikatakan antusiasme untuk membeli atau menggunakan sesuatu sesuai dengan tren yang ada (Pahala et al. 2021). ...
This research aims to analyze the influence of Islamic financial literacy, capital requirements, ratios, and convenience on the interest of micro, small, and medium enterprises (MSMEs) to become Islamic bank financing customers. This research uses a descriptive quantitative approach with an analytical method such as multiple linear regression. The population of this research is all MSME actors in East Java. The research sample was obtained from 63 MSMEs in East Java using the Roscoe approach. The data source uses primary data as a questionnaire and is analyzed using multiple linear regression. The research results show that Islamic financial literacy, capital requirements, nisba, and convenience significantly influence the interest of MSMEs to become Islamic bank financing customers. Partially, only the nisba positively and significantly affects the interest of MSMEs to become Islamic bank financing customers. Islamic financial literacy, capital requirements, and convenience do not influence the interest of MSMEs to become Islamic bank financing customers. This research can be used as a complement to existing theories. It can be used as a reference for Islamic banks and the government in developing strategies to attract MSMEs to become Islamic bank financing customers.
... Purchase intention refers to a customer's disposition to buy a product in the future. Most studies investigating the intention-behavior link report a significant positive relationship between purchase intention and actual purchase (Morwitz, 2014). However, emerging AI research has shown that disclosure negatively impacts purchase intention. ...
Marketing communicators are utilizing artificial intelligence–driven technology to create seemingly real communications featuring synthetic humans. This research aims to determine the consequences of disclosing the use of synthetic, or “deepfake,” video avatars in marketing. Based on schema congruity theory and the persuasion knowledge model, this research investigates whether disclosing an avatar as synthetic impacts consumers’ perceptions of source credibility and subsequent purchase intention. It also examines the role of social cynicism on consumers’ perceptions of source credibility and purchase intention. This study employs a posttest only, control group experimental design (n = 318) with participants from the United States (low social cynicism) and India (high social cynicism). Using partial least squares structural equation modeling analysis, findings indicate that disclosure of a synthetic avatar negatively impacted purchase intention due to reduced perceptions of source trustworthiness. Results show that for women and higher-income individuals, disclosure has a greater negative effect on purchase intention. However, there was no significant support for social cynicism moderating the mediation effects of the three dimensions of source credibility on purchase intention. Discussion includes implications for researchers, practitioners, and policymakers interested in synthetic human avatar use in marketing communications.
... Customer Purchase Intention. Customer Purchase Intention is a commonly used marketing tool for estimating the efficiency of a marketing strategy, consequently assisting in the forecasting of sales and market share (Morwitz, 2014). According to Lee et al. (2019), it refers to the measure of a customer's tendency IJMABER 3343 Volume 4 | Number 9 | September | 2023 to buy a certain product or avail of a service. ...
Influencer Marketing has become a widely used strategy wherein social media influencers partner with businesses to create awareness about their brand and promote their products. XYZ (not real name) Cosmetics, an international cosmetics company that provides affordable, high-quality products to the Philippine market, is one such company that embraces the trend. It has integrated influencer marketing to better connect with its customers. This study determines the relationship between the three aspects of influencers: Source Characteristics (Attractiveness and Popularity), Psychological-Related Influential Factors (Self-Congruency and Product Match-Up), and Content Attributes (Quality and Uniqueness) with XYZ's Customer Purchase Intention (CPI). Through using a case study survey research design, the study chose 387 respondents, randomly sampling the Instagram followers of XYZ. An online questionnaire consisting of seven-point Likert scale items was administered. The results show that Attractiveness, Uniqueness, and Self-Congruency significantly affect customer purchase intention, while Popularity, Product Match-up, and Quality do not. The study has implications for brand managers and entrepreneurs, underscoring how an influencer should be selected, especially for cosmetics companies like XYZ. The researchers recommend choosing an attractive and unique influencer known to possess credibility, an amiable personality, and good values while focusing less on assessing how well the influencer vlogs, how popular the talent is, and how matched the person is with the company's products.
... Co-branding strategy itself was implemented by multiple brands to create potential market's purchase interest and to expand the market of the brands. Intention to purchase was explained as how an individual have a consciousness to plan and gain a brand/product through purchasing it [3]. Thus, marketers need to understand what factors can drives consumer's intention to purchase a co-branded product to ensure the effectiveness of this strategy. ...
This research was conducted to empirically examine the role of perceived fit, attitude, and need for uniqueness to increase intention to purchase co-branded product in Jakarta. A total of 202 respondents were collected with non-probability convenience sampling technique, but only 150 data were usable as samples. An online questionnaire was distributed using Google Form with 5-point Likert scale for each indicator. All data were analyzed using PLS-SEM method. The results showed that perceived fit does not positively and significantly impact intention to purchase co-branded product. In addition, attitude and need for uniqueness can positively and significantly impact intention to purchase co-branded product. The results of this study contribute to get a better understanding of co-branding and to help the marketers formulate better co-branding strategies.
... Understanding consumer behavior has become increasingly important as it reveals consumer insights that explain their purchase decisions (Morwitz, 2014). In particular, purchase intention is among consumer behavior's aspect of interest. ...
This study examined the effect of online information sources from electronic word-of-mouth (e-WOM), neutral websites, and manufacturers’ websites on the intention to buy used cars, which was aimed at the citizens of Banda Aceh, who used online information sources to find information about vehicles before purchasing. The respondents were prospective car buyers. The sample used was selected through non-probability sampling with a purposive sampling technique. Two hundred questionnaires were distributed to respondents, and then the data was processed using SmartPLS 3.0 software. The results of this study indicated that sources of information from electronic word-of-mouth (e-WOM), neutral websites, and manufacturers’ websites significantly influence consumer purchase intentions.
... Purchase intention is a commonly used marketing tool for evaluating the success of a marketing strategy [20]. It is something that contains consumer considerations in purchasing products or services [21]. ...
... Co-branding strategy itself was implemented by multiple brands to create potential market's purchase interest and to expand the market of the brands. Intention to purchase was explained as how an individual have a consciousness to plan and gain a brand/product through purchasing it [3]. Thus, marketers need to understand what factors can drives consumer's intention to purchase a co-branded product to ensure the effectiveness of this strategy. ...
This research was conducted to empirically examine the role of perceived fit, attitude, and need for uniqueness to increase intention to purchase co-branded product in Jakarta. A total of 202 respondents were collected with non-probability convenience sampling technique, but only 150 data were usable as samples. An online questionnaire was distributed using Google Form with 5-point Likert scale for each indicator. All data were analyzed using PLS-SEM method. The results showed that perceived fit does not positively and significantly impact intention to purchase co-branded product. In addition, attitude and need for uniqueness can positively and significantly impact intention to purchase co-branded product. The results of this study contribute to get a better understanding of co-branding and to help the marketers formulate better co-branding strategies.
... Fishbein and Ajzen, 2012).Morwitz (2014) defined purchase intentions as "Consumers' willingness to buy a given product at a specific time or in a specific situation".Sukato and Elsey (2009) related purchase intention to actual purchase behaviour, which was also confirmed by(Choo et al., 2004), who concluded that purchase behaviour could be possibly predicted by purchase intent ...
... Celebrity endorsements will improve brand recognition and provide consumers more of a chance to learn about the product (Masato, 2021;Morwitz, 2014). According to the analysis's findings, brand image has a positive and significant impact on consumers' willingness to purchase MS Glow skincare. ...
... Purchase intentions are used by marketers as for making marketing mix decisions, because purchase intension actually or linked with the future sales, or predict the future sales. So, that is why more important factor to identify and focus on as a marketer (Morwitz, 2012) Whereas, as per a research around 70 to 90% client had a strong role of purchase intension in doing the purchases in their daily rotten purchasing activities (Jamieson, 1989). ...
Purchase intention is a crucial factor that affects fast food usage as it reflects the individual's willingness to buy a product or service. In the fast-food industry, purchase intention is particularly important because it can determine the success or failure of a business. If a consumer has a positive purchase intention towards a particular fast-food brand, it is more likely that they will purchase from that brand repeatedly. On the other hand, if a consumer has a negative purchase intention, they may choose to purchase from a competitor or not purchase at all. This article explores the factors that influence the purchase intention of university students in Quetta, Pakistan, in the fast-food industry. The aim of this study is to explore the factors namely, physical environment and health consciousness which affect the purchase intension of universities students. The study uses a quantitative approach, and data was collected from 300 university students through a self-administered questionnaire. Statistics software (SPSS V23) was used to analyze the data. The results indicate that factors such as physical environment and health cautiousness have a significant impact on the purchase intention of university students. Furthermore, the study also suggests that demographic variables such as gender, age, and income have a moderate influence on purchase intention. The findings of this study have important implications for fast-food businesses operating in Quetta, as they can use these factors to develop effective marketing strategies to target the university student market.
... Niat untuk membeli merupakan komponen penting dalam perilaku pembelian konsumen dan berlaku untuk produk yang dijual secara online (Atika et al., 2016;Nuseir, 2019). Munculnya niat seseorang untuk membeli suatu produk dapat disebabkan oleh pengalaman individual yang dirasa memuaskan Morwitz, 2014;Nurhasah et al., 2018), dengan proses terbentuknya minat membeli dan atau mengkonsumsi suatu produk dapat dipertimbangkan sebagai bentuk atas hasil dari sikap terhadap produk tersebut. ...
The purpose of this study was to examine the important determinants of the intention to buy the product "Odading Mang Oleh" (a food product in Bandung that was viral on social media) in terms of E-Word of Mouth (E-WOM), brand credibility, and brand image. This study uses quantitative methods, using 112 respondents who perceive each research instrument that is distributed online. The research findings reveal that E-WOM does not have a significant effect on the intention to buy "Odading Mang Oleh", while credibility and brand image have an important impact on the intention to buy the product. The conclusions may not be generalizable because not all areas were represented in this study. In future studies, a larger and more inclusive sample would help to overcome this limitation. This study provides practical information about the exploration of important determinants of product purchasing decisions in terms of e-word of mouth, brand credibility, and the brand image of a product that was viral.
... Morwitz [6] defined purchase intention as an individual's conscious plan to purchase a product. In addition, it is also described that purchase intention is an important concept that is widely used in research and marketing practices in various fields such as testing of a new product, forecasting, advertising, research, and market segmentation. ...
Organic food refers to the products produced in conventional way, without hazardous materials. Millennials are the generation most attractive to organic food market. This study aims to analyze whether factors such as environmental knowledge, environmental awareness, health awareness and social awareness affecting purchase intention and sustainable consumption of the millennials towards organic food. A questionnaire used to evaluate the relationships between the six constructs. The findings showed that 340 respondents have met requirements for analysis. The method used was Structural Equation Model (SEM). The research findings find out the main factors that influence purchase intention and sustainable consumption of the millennial generation towards organic food. This research is expected to help non-governmental organizations increase purchase intention and investigate factors that influence the sustainable consumption of organic food in the millennial generation. This research has implications for the organic food industry, especially organic food producers, namely by applying the packaging sustainability method to reduce waste in the environment.
... PI refers to the level of psychological commitment a client has to purchasing a product or service [47,48]. It is also referred to the extent to which a customer is likely to buy a product due to their perceived benefits, emotions, and experiences [49]. In the social media marketing context, Choedon et al. [2] defined PI as "a user's probability and willingness to purchase a recommended product after using social networking websites". ...
Recently, social media marketing has become an effective tool for restaurants to gain visibility, increase customer engagement, and boost sales. Through social media marketing activities (SMMAs) including customization (CUST), entertainment (ENTR), trendiness (TRND), and interaction (INTR), restaurants can connect with their customers in a dynamic way that may affect their satisfaction and purchasing behavioral intention. Hence, this study primarily aims to empirically explore the individual influence of SMMAs namely CUST, ENTR, TRND, and INTR on social media followers’ satisfaction and purchase intention in a sample of casual-dining restaurants in Saudi Arabia. Furthermore, drawing on the Stimulus-Organism-Response (S-O-R) model, we also seek to investigate the influence of customer satisfaction as a mediating variable in the relationship between CUST-PI, ENTR-PI, TRND-PI, and INTR-PI. Furthermore, to examine the direct influence of CS on PI. In order to meet these objectives, an online survey was created to collect data from a convenience sample of restaurant social media followers. Data from 415 followers were analyzed using the PLS-SEM with a bootstrapping technique to confirm the research hypotheses. The findings of the study illustrated the significant positive effect of CUST, ENTR, and INTR on followers’ purchase intention, respectively. Trendy social media marketing activities did not significantly affect purchase intention. Additionally, CS partially mediated the relationships between CUST, ENTR, INTR, and PI but fully mediated the trendiness-purchase intention relationship. The results from this research can assist restaurant operators to leverage the benefits of social media more effectively by understanding how SMMAs influence customers’ purchase intentions and enhancing their understanding of how customer satisfaction can be used to capitalize on the benefits of social media.
... Purchase Intention-Purchase intention (PI) is a commonly used tool of marketers when planning marketing strategies (Morwitz, 2012) [86] as it has proven to be a reliable predictor of consumers' actual behavior and possible new product acceptance (Sarabia-Andreu and Sarabia-Sánchez, 2018) [76]. In the study by De Toni et al. (2021) [33], they postulated a consumer's PI was their mindful decision to purchase a wine product based upon a complex process of evaluative and normative judgment. ...
Purpose: Exploring antecedents of flawed wine purchase intention, this study attempts to assess consumer acceptance leading to the purchase or consumption of a flawed wine product as well as build a profile of flawed wine consumers. Design/Methodology/Approach: A survey, from Amazon Mechanical Turk (Mturk) with 260 valid survey responses collected. ANOVA with post hoc testing was used to analyze the data. Findings: Results reflect that attitude, subjective knowledge, perceived behavioral control, perceived risk, and sensory appeal all significantly influence intent to purchase a flawed wine product. Additionally, environmental attitude significantly influences their intent to purchase wines with flaws and their attitude toward flawed wine. Originality: To date, no research has explored consumer acceptance of flawed wines. This study attempted to fill a gap in the literature and add to the overall body of knowledge regarding flawed wines and consumer understanding/acceptance of flawed wines, as well as generating a profile of potential flawed wine consumers. Research Limitations/Implications: Consumer panel data is not as rich as an experimental study design; however, this work starts an academic conversation on flawed wine and provides a foundation for future research. Practical Implications: The results of this study offer practical opportunities, from educating consumers toward a richer understanding of wine flaws; promotional opportunities for wine producers with a product to be disposed of, enhancing revenue generation; and how sensory appeal and environmental concern are beneficial to furthering the understanding and predictability of consumer intentions to purchase flawed wines.
... Several questionnaires were administered to all participants after interacting with wine products asking about their perceived shopping value. The questionnaires consisted of three sections: 1) future behavioral/purchase intentions (Morwitz, 2014), 2) hedonic/ utilitarian purchase motivations (Jones et al., 2006), and 3) emotional state (SAM scale, Bradley and Lang, 1994). Additionally, two more questionnaires measuring MR technology usability and acceptance (King and He, 2006;Kalantari and Rauschnabel, 2018) were completed only by participants in the HoloLens group. ...
There is increasing interest in studies analyzing the influence of technologies that integrate virtual and real-world components on consumer behavior. These technologies include augmented reality, virtual reality and mixed reality. Mixed reality is a user environment in which physical reality and digital content are combined in a way that enables interaction with and among real-world and virtual objects. In spite of previous works related with MR and retails spaces, little is known about how consumers respond to MR features and which elements of the MR-based experience, such as vividness and novelty, impact behavior. In this study, we have explored the relative advantage of mixed reality in retail shopping practices over a traditional-based purchase. Implicit reactions of shoppers when interacting with products with and without MR glasses were compared. The results reveal that participants wearing MR glasses exhibited different patterns of interaction (i.e., frequency and interaction with product duration) that differed from those indicated by participants who did not wear the MR technology. At the level of purchase decision, our results show that the use of MR smart glasses has an impact on decision times that relates to a utilitarian purchase type. Based on participants’ explicit answers to questionnaires, the reported findings further show that the perceived hedonic and utilitarian values of the purchase experience were higher when MR was used, which also affected future purchase intentions and perceived emotional state as reported by consumers’ experience and satisfaction in the context of retail.
... Brand attitude corresponds to consumers' overall impression of a brand (Colliander and Marder, 2018), making it a critical factor in influencing consumers' brand choices (Augusto and Torres, 2018). Purchase intention is a widelyused metric to estimate the effectiveness of a marketing strategy, which can be used to predict conversions and revenues (Morwitz, 2014). Social media marketing studies have found that influencer marketing can significantly influence brand attitude and purchase intention, suggesting that both variables are important measures of success in influencer marketing Lou et al., 2022). ...
Purpose
This study aims to focus on the dynamics in influencer-consumer relationships to understand how Generation Z consumers’ identification and social comparison with influencers shape their response to influencers’ branded posts. Specifically, this study investigates how perceived similarity and wishful identification lead to distinct social comparison mechanisms that affect Generation Z consumers’ self-improvement motives, which, in turn, drive their message engagement, brand attitudes and purchase intentions.
Design/methodology/approach
An online survey was conducted with 295 college students who are digital natives and whose purchase decisions are heavily influenced by social media influencers.
Findings
The study findings confirmed that perceived similarity positively influenced assimilative comparison emotions of optimism, admiration and aspiration while negatively influenced contrastive comparison emotions of envy, depression and resentment. Wishful identification positively affected both assimilative and contrastive comparison emotions. Both types of social comparison emotions further affected consumers’ motivations to follow the influencer for self-improvement, thereby enhancing their brand attitude, purchase intention and engagement behaviors.
Originality/value
This study is one of the earliest attempts to investigate the relationship dynamics between influencers and consumers from the lens of social comparison. The study examines the antecedents of perceived similarity and wishful identification, the mediators of upward comparison emotions and self-improvement motives and the brand evaluation outcomes of message engagement, brand attitude and purchase intention.
... Purchase intention refers to the degree to which the customer is likely to manifest a predictable behavior leading to making a final decision of buying goods or services (Morwitz, 2014). It is considered a predictor of consumer behavior and 2. Literature Review ...
... Purchase intentions (PI) are regularly evaluated and used by marketers as a feedback for decisions about products and services and their anticipated purchases by customers (Morwitz, 2014). ...
The paper aims to improve understanding about the causes why customers intend to purchase online through social media networks. The study examined factors affecting purchase intention namely: country of origin effect, trust, perceived value, and influencer marketing on the willingness of buyers to purchase clothes through social commerce. A questionnaire was established for data collection, and 400 forms were collected in Lebanon, and were analyzed using SEM to examine the relationships in the conceptual framework suggested. Results designated that country of origin, trust, and perceived value were three significant precursors of customers’ purchase intention in the context of social commerce. Moreover, country of origin and perceived value can impact trust beliefs; and influencer marketing could enhance perceived value of commodity purchased. This research suggests vital inferences to both scholars and professionals and highlights the implications of factors’ motivating intention to buy from vendors in social media networks. The paper is amid the early efforts to evaluate the effect of country of origin on intention to purchase among consumers in social commerce settings.
... Purchase intention is defined as consumers' tendency to purchase a particular product and subjectively choose a brand or a product category (Sezgin and Tanrisevdi, 2021). Companies can utilise purchase intention to develop a marketing strategy (Morwitz, 2014). Due to its nature as a good predictor of individual behaviour (Chandon et al., 2016) and sales (Morwitz et al., 2007). ...
This study examines the role of cultural adoption in moderating the relationship of country image to corporate image and brand image to brand attitude and purchase intention to foreign brands. During the COVID-19 pandemic, data collection was conducted online for Indonesian people interested in the Japanese restaurant Sushi Tei. The data collected from 171 respondents were analysed with partial least squares structural equation modelling (PLS-SEM). The results indicate that only corporate image and brand image were found to significantly affect brand attitude and purchase intention, while country image was insignificant. Furthermore, in the moderation test, the homologiser moderation effect was found. Culture adoption did not moderate any relationships between the conceptualised variables, but what was found was a significant relationship between culture adoption and brand attitude. The mediation test found that brand attitude partially mediated the relationship between corporate image, brand image, and purchase intention. This study also discusses its implications, both theoretically and practically, and its implications for future studies.
... Purchase intention or purchase intention according to Setiawan in (Udayana et al., 2022) can be classified as consumer behavior regarding buying interest in a brand/brand, usually consumers before making a purchase they will seek information about the product brand they are going to buy. In addition, buying interest is a strategy that can be used by companies to predict market share and sales that will be obtained later (Morwitz, 2014). Purchase intention can also be said to be a consumer's desire or interest in a product or service so that there is a desire to buy within a certain period and amount, this is what marketers will predict to fulfill consumer desires, consumers will carry out an evaluation process then analyze and create a series which leads to selection or purchases based on their interests (Hermawan, 2021). ...
Purpose of this article: . In this study, it aims to see how much influence influencers and lifestyle have in influencing the purchase intention of marketplace usersMethodology The use of data in this study uses the IBM SPSS 25 for windows application with several stages of statistical testing through a distribution of 100 respondentsResult : The results of this study influencer and lifestyle simultaneously have a positive effect on the purchase intention of marketplace users, influencers partially have a positive effect on the purchase intention of marketplace users and lifestyle partially have a positive effect on the purchase intention of marketplace users.Keywords: Influencer, Lifestyle And Purchase Intention
The study aimed to examine the impact of social media marketing on brand awareness and purchase intention for Vietnamese domestic fashion brands. Quantitative research was conducted on 302 Vietnamese people of Generation Z. The questionnaire designed on Google forms was sent to research samples who were willing to participate. Research results determined the role and benefits of social media marketing in 2 aspects: (1) information about the brand of social media marketing on social networks and (2) brand engagement on social networks. Social media marketing has a positive impact on brand awareness and purchase intention of Vietnamese domestic fashion brands. In particular, brand information when communicating on social networks has a direct and positive impact on brand awareness and purchase intention. Brand engagement on social networks has a positive direct impact on brand awareness and a positive indirect impact on purchase intention through brand awareness. The research results show that Vietnamese domestic fashion brands do quite well in social media marketing, and are highly appreciated by the online community of generation Z in Vietnam. In the future, in order to improve brand awareness and purchase intention, Vietnamese domestic fashion brands need to pay attention to the brand information properties of social media marketing programs and need to invest more in brand engagement characteristics of social networks. Keywords: social media marketing, brand awareness, purchase intention
Nowadays a lot of companies use social media influencers as a marketing strategy. They are a tool for any emerging company that wants to increase consumer numbers of a specific target audience, effective for several generations. This research focuses on examining brand equity and consumers’ attitude and purchase intentions depending on credibility, measured as the expertise, trustworthiness, and attractiveness of social media influencers. To study these variables, a study hypothesis was made using the PSL-SEM model based on a measured questionnaire. The obtained results suggest that both credibility of social media influencers and brand equity have a positive impact on consumers’ purchase intentions and they are positively interrelated. These results also make it possible to infer that although the independent variable, trustworthiness, does not directly influence brand equity, it has indirect impact through other variables.
Diamond consumption is increasing on the Chinese mainland. To interact with their potential customer, many jewelry stores in Wuhan use offline advertising, with store flyers typically accessible in shopping streets or shopping malls. Store flyers are commonly used to advertise point of sale, new goods, in-shop promotions, and special store bargains. While diamond characteristics and information are presented in shop flyers, they are not included in the store's pitch. While the relationship between customer diamond awareness, product participation, and diamond wedding ring purchase intention might be influenced by those components. An interesting finding emerged. The target market's consumer culture is taken into consideration. Modern Wuhan people analyze product-related information on flyer, content phrasing on related advertising methods, as well as look, design, packaging, and presentation, and see advertisements as a reflection of the business and brand, as well as how they treat customers.
Disrupting the concept of ownership in the digital space, non‐fungible tokens (NFTs) have created unprecedented market opportunities and captivated millions of investors. Characterized by artificial scarcity and ensured authenticity, the technical implementation establishes novel parameters for digital ownership and collecting, underscoring a research gap where the determinants of consumer behavior are yet to be studied. This paper presents a research model based on the Stimulus‐Organism‐Response (SOR) model to investigate consumers' purchase intention of NFT‐based collectibles (NFTC) for the first time. To develop our model, we identified distinctive NFTC features (functionality, scarcity, aesthetics, and price value) and blockchain characteristics (security and privacy) affecting the utilitarian and hedonic attitude towards NFTC and finally shape NFTC purchase intention. For empirical validation, we conducted an online survey among an NFT‐interested target group ( N = 356) and analyzed the results by structural equation modeling with SPSS Amos. Findings indicate that the utilitarian attitude toward NFTC is affected by perceived functionality and price value from the product side, and perceived blockchain security and privacy from the technology side. The hedonistic attitude toward NFTC is shaped by perceived functionality, scarcity, and aesthetics. Both attitudes, utilitarian and hedonistic, demonstrate a significant impact on purchase intention. A subsequent mediation analysis confirms that NFTC and blockchain characteristics have an indirect effect on purchase intention. In the under‐investigated interface of blockchain technology, digital ownership, and consumer behavior, this work enriches the digital ownership discourse by demonstrating how NFTC create consumer value through product and technology features.
The rise of new technologies now-a-days have rapidly increased the numbers of consumers who tend to rely on information about hotel products and services provided by customers who have past experiences in various hotels' accommodations, indicating the power and persuasiveness of online product reviews. Through a descriptive and empirical study, researchers are mainly investigating the impact of reference groups on consumers' purchase intentions regarding travelers' decision-making and hotel bookings. Purchase intention is influenced by a variety of internal and external factors. Researchers are focusing in this study on the external influential aspects, which can include peers, members of the family, opinion leaders, and celebrities, in a manner, building up our reference groups. These reference groups inspire individuals' tendency toward certain brands or set of products. For example, individuals tend to make purchasing decisions of products/services, which will reflect their belonging group. Study indicated that the online reference groups have an influence on customers' hotel booking intentions. Study also indicated that the type of online reference groups has a different effect on consumer purchase. intentions.
purpose- The weakness of the marketplace is that it cannot physically present products that can be touched by potential customers, for this reason information liaison is needed including influencers and product features to increase consumer purchase intentions. The marketplace itself has become a lifestyle, especially for the Z generation (Gen Z) in buying a product. Design/methodology/approach -This study used a quantitative method by distributing 100 questionnaires, especially to the current Z generation, which is estimated to be in the age range of 20 to 40 years, who have certainly purchased products through marketplaces that have been determined by the researcher. By using the SPSS 25 analysis tool and the purposive sampling method. The results and techniques will describe several factors such as influencers, product features and lifestyle in influencing purchase intention. Findings and Discussions -From the results of calculations using the analytical tools applied to this study, it proves that influencers have a significant influence on purchase intention because consumers not only need the benefits of product features, but those that are closest to their satisfaction and needs that are deemed appropriate to support their lifestyle. Therefore, how important it is for companies to select influencers who can influence consumer buying interest by looking at the elements of good interaction between prospective consumers and their educators. With the aim of increasing more buying interest. For marketplace providers and their users, including producers who work together, they must always provide feature products that are always innovating where feature products are required to approach consumer satisfaction and needs. Conclusion- Marketplace is one of the most popular services for generation z at this time. Not only providing services anytime and anywhere regarding information on a product being traded, but also providing some interesting promotions. However, the marketplace also has several drawbacks because the service is only listed on the internet screen so consumers cannot see or physically touch the product to be purchased. For this reason, influencers are needed as a liaison and to increase consumer confidence by educating how to use and practice these products. There is interaction between influencers and consumers so that it influences the lifestyle of marketplace users as well as wanting to be recognized as part of an idol in using the same product.
EWOMM ile çevrimiçi satın alma niyeti ilişkisinde Phubbing'in aracılık rolünün incelendiği bu araştırmada, üç önemli kavram üzerinde durulmaktadır. EWOMM, bir tüketicinin ürünler, hizmetler ya da işletmeler hakkında, bir ya da bir grup tüketiciye, olumlu ya da olumsuz deneyimlerini, düşüncelerini, fikirlerini elektronik ortamlarda paylaşmasıdır. Çevrimiçi satın alma niyeti, bir ürünü çevrimiçi satın almayı ve tüketmeyi düşünmek ve zihinde bunu tasarlamak, planlamaktır. Phubbing ise, bireyin bir ortamda yalnızca akıllı telefonuyla ilgilenmesi ve çevresini önemsememesi durumudur. Araştırmada çevrimiçi satın alma niyeti ile EWOMM, EWOMM ile Phubbing ve çevrimiçi satın alma niyeti ile Phubbing arasındaki ilişki analiz edilmiş ve Phubbing'in aracılık rolü incelenmiştir. Araştırma sosyal medya kullanıcıları üzerine yapılmıştır. Araştırmada 402 geçerli anket elde edilmiş, veriler Excel, IBM SPSS ve Stata programları ile analiz edilmiştir. Çalışmanın sonucuna göre, EWOMM, çevrimiçi satın alma niyeti ve Phubbing arasında pozitif yönde, orta ve zayıf düzeyde ilişkiler olduğu bulgusuna ulaşılmıştır. Ayrıca EWOMM'un çevrimiçi satın alma niyeti ve Phubbing üzerinde, Phubbing'in çevrimiçi satın alma niyeti üzerinde etkisi olduğu bulgusuna ulaşılmıştır. Son alarak Phubbing'in EWOMM ile çevrimiçi satın alma niyeti ilişkisinde aracılık rolü incelenmiş ve Phubbing'in bu ilişkide bir aracı olmadığı sonucuna ulaşılmıştır.
همهگیری کوید-19، فرصتی بزرگ برای کسبوکارها جهت تغییر به سمت مسئولیت اجتماعی اصیلتر بوده که به رفع چالشهای اجتماعی و محیطی کمک میکند. اما شیوع همهگیری نحوه پیادهسازی اقدامات مسئولیت اجتماعی توسط کسبوکارها را به طرز چشمگیری تغییر داده و شرکتها مسئولیت اجتماعی آفلاین سنتی خود را به مسئولیت اجتماعی دیجیتال، تبدیل کردهاند، اما نتایج این اقدامات همچنان نامشخص است. در همین راستا تحقیق حاضر با هدف بررسی مسئولیت اجتماعی دیجیتال بر قصد خرید مصرفکننده در دوران همهگیری کوید-19 انجام شد. تحقیق از نظر هدف کاربردی و از لحاظ شیوه جمعآوری دادهها توصیفی-پیمایشی است. جامعه آماری تحقیق کلیه مصرفکنندگان محصولات غذایی در شهر رشت است. نمونه مورد نیاز، براساس فرمول کوکران 384 نفر تعیین شد که با روش غیراحتمالی دردسترس انتخاب شدند. ابزار گردآوری دادهها پرسشنامه استاندارد مقاله پوروایت و تریپپساکول (2021) و وو و ژو (2021) بود که پایایی و روایی آن تایید شد. دادههای تحقیق نیز با استفاده از روش مدلسازی معادلات ساختاری با رویکرد حداقل مربعات جزیی تجزیهوتحلیل شدند. براساس یافتههای تحقیق مشخص شد که اقدامات مسئولیت اجتماعی دیجیتال شرکتهای محصولات غذایی بر قصد خرید مصرفکننده تاثیر معنیداری داشته است. همچنین نقش میانجی ترجیح برند و هویتیابی مشتری-شرکت نیز در این رابطه تایید شد. براین اساس با توجه به گرایش مشتریان به محیط دیجیتال در دوران کوید-19، لازم است شرکتها نیز فعالیتهای مسئولیت اجتماعی خود را در محیط دیجیتال و شبکههای اجتماعی تقویت کنند تا به افزایش قصد خرید در مشتریان نائل شوند.
Despite the growing relevance of influencer marketing, recent research suggests that consumers have negative reactions to social media ads. Our research investigates how different types of disclosure (paid partnership vs. in-text disclosure) and post content (experiential vs. material) mitigate consumers' negative reactions to social media advertisements. Four preregistered studies, drawing on the social exchange theory, reveal how the post content shapes the sponsorship disclosure effects. In particular , we show that a paid partnership (vs. in-text) disclosure has a positive impact on consumers' responses (engagement and purchase intent) and that persuasion resistance mediates the effects. Furthermore, Study 3 reveals that the type of content (experiential vs. material) moderates the effect, such that consumers' negative reactions to sponsorship disclosure are mitigated with experiential (vs. material) content. Overall, our results provide actionable implications for tourism marketers on how to create advertisements in social media, minimizing negative reactions to sponsorship disclosure.
Consumer research on conversational agents (CAs) has been growing. To illustrate and map out research in this field, we conducted a systematic literature review (SLR) of published work indexed in the Clarivate Web of Science and Elsevier Scopus databases. Four dominant topical areas were identified through bibliographic coupling. They are 1) consumers’ trust in CAs; 2) Natural Language Processing (NLP) in developing and designing CAs; 3) communication with CAs; 4) impact of CAs on value creation and the value of CAs for business. We leverage these findings to provide an updated synopsis of extant scientific work. Moreover, we draw a framework whereby we identify the: 1) drivers of and motivators for adoption and engagement with CAs; and 2) the outcomes of CA adoption for both users and organizations. Finally, we leverage the framework to develop an agenda for future research.
In this study, it is aimed to examine the relationship between customer experience and re-visit intention, and purchase intention in e-commerce sites in the example of amazon.com.tr. The questionnaire form prepared to collect data within the scope of the research was shared on the internet. Descriptive statistical analysis and regression analysis were performed with the data obtained from 358 participants who answered the questionnaire. As a result of the analysis, it was found that customer experience has significant effects on purchase intention and re-visit intention, as well as purchase intention on re-visit intention.
Promotion is the key to success in business. When the promotion that is run is right, usually customers will be loyal to continue to buy. Product packaging has a strong influence on consumer purchase intentions, especially at the point of sale. Packaging serves as a means of promotion because packaging that can protect and facilitate the use of the product adds value to the sale and promotion of the product. Packaging is able to add value to consumers if it is in accordance with the function of the packaging itself, such as a place that fits the load capacity of a product and also becomes a differentiating identity from other products, so that consumers are sure to buy. The purpose of this study was to find out how the role of product promotion, product packaging, consumer buying interest at the Tiara Sari cake shop. The method uses a qualitative research approach and literature study
(Library Research) which is useful for obtaining a series of descriptions of the factors that influence the results of the variables studied. This research step uses data collection methods from online journals literature sourced from Google schooler. The results of product promotion research affect consumers in generating consumer buying interest, packaging has a negative impact on the variable
of consumer buying interest, which means that the lower the quality of the packaging, the lower the consumer's interest in buying a product. The conclusion of the role of product promotion in generating consumer buying interest at the Tiara Sari cake shop can be seen specifically for respondents with low packaging perceptions, high promotional perceptions increase purchase intentions more than low promotional perceptions, if the product quality is good, although not there is
a product promotion, consumers can still buy the product so that the better the quality of the product it produces will provide an opportunity for consumers to make purchasing decisions. In addition, the role of product packaging in generating consumer buying interest at the Tiara Sari cake shop is already functioning properly, the packaging has an influence (gives a negative impact) on consumer buying interest, which means that the lower the quality of product packaging, the lower the consumer interest in buying a product. Product packaging has a great influence on buyers when making purchasing decisions, product packaging moderated by promotions generates consumer buying interest. Although good packaging does not guarantee good product quality.
The Juster Scale is a purchase probability scale used to predict the actual purchase rate in a population from a sample of consumers from that population. Several overseas studies have demonstrated the predictive ability of the Juster Scale, particularly for cars. This paper reports the findings of two New Zealand studies involving the Juster Scale. The first confirms the superior predictive ability of the Juster Scale compared to buying intentions scales, and both studies confirm the practicality of using the Juster Scale for predicting purchases of a range of items including durables, services and fast-moving consumer goods. The ability of the Juster Scale to accurately predict car purchases was corroborated, but the accuracy of predictions for other items was variable.
To explain the question-behavior effect, that is, the effect of answering an intention question on subsequent behavior, this article takes on a motivational perspective and proposes that answering an intention question automatically activates an intention. The activation of this motivational state influences subsequent brand choices due to changes in brand accessibilities. Three studies provide support for the assumption that responding to an intention question affects brand choices through a motivational mechanism, such that (1) answering an intention increases the accessibility of motivation-related information and decreases the accessibility of motivation-competing information which increases the choice for the intention-related brand; (2) intention completion temporarily reverses the foregoing accessibility patterns, instigating a reversal of the brand choices for an immediate, second brand choice; and (3) the changes in brand accessibilities and thus the behavioral effect persist as the delay between the intention question and brand choice occasion increases until intention completion.
In this paper, we develop four models to investigate the role of intentions (stated and true) and explanatory variables in forecasting purchase based on the social psychology view that true intentions determine purchase behavior. We found that a weighted average of stated intentions together with the complementary FED variables are powerful indicators of future purchase behavior. For intention survey designers, these results imply that a conversion scale is needed to convert stated intentions to true intentions and intentions questions would yield more useful information if it is formulated in terms of probabilities rather than in terms of yes/no answers.
This paper examines the suitability of the Juster Scale for predicting demand for different brands of fast moving consumer goods, within two product categories. The products used in the study were three brands of canned soup (Watties, Campbells and Heinz), and four brands of yoghurt (Ski, Yoplait, Fresh and Fruity, and No-Frills). The purchase probability data was obtained from the 1992 Palmerston North Household (face-to-face) Omnibus survey. Respondents were reinterviewed by telephone, four weeks after the omnibus survey to obtain recalled estimates of actual purchases. The Juster scale overestimated purchases, both for product categories and for brands. Purchase rates for soup were overestimated by 5% and for yoghurt by 6%. The overestimate for individual brands were slightly larger; the average over all 7 brands being 8%.Although the accuracy of the predictions of purchase rates was disappointing, the predictions of brand share were more accurate. This study has demonstrated that it is possible to obtain quite accurate estimates of market share for branded products using the Juster Purchase Probability Scale, as well as accurate estimates of the purchase rate for each brand.
Marketers often promote socially beneficial actions or discourage anti-social behaviors to the benefit of their firms, target markets, and society at large. One means by which such influence may be accomplished is through use of a technique referred to as the self-prophecy effect—the behavioral influence of a person making a self-prediction. Prior research has yet to establish the efficacy of self-prophecy to influence large target markets. Additionally, the theoretical mechanism underlying the effect remains in question. The current work reports two field studies demonstrating successful application of self-prophecy via mass-communicated prediction requests. Further, theoretical support for a dissonance-based explanation for self-prophecy is provided in three laboratory experiments. A discussion of practical implications for marketers wishing to influence socially normative behavior is provided.
Tested 3 replications of a structural equation model that represents M. Fishbein and I. Ajzen's (see record
1978-20968-001) theoretical framework for the prediction of behavior in a panel study of 228 college students, using data from questionnaires that assessed attitudes, subjective norms, intentions, and behavior. Although these models were rejected by chi-square goodness-of-fit tests, alternative theoretical models fit the data adequately. The models show that intentions may be directly influenced by factors other than attitudes and subjective norms (i.e., previous behavior), in contradiction to Fishbein and Ajzen's schema. Results also show that the effects of attitudes and previous behavior on subsequent behavior are, to a significant extent, not mediated by intentions (i.e., a nontrivial portion of behavioral variability is predictable from attitudes and previous behavior with the effects of intentions partialled out). The proposed models represent a generalization of Fishbein and Ajzen's theory of attitude–behavior relations in the sense that their theory is embedded within these models. It is argued that the proposed models supersede the Fishbein-Ajzen theory in their ability to reflect the dynamics of attitude–behavior relations in various behavioral domains. (24 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
In two studies, students contacted by telephone were asked to predict whether they would perform a particular behavior (registering to vote or voting, respectively) in the next few days. The proportion who predicted that they would do these socially desirable behaviors exceeded the proportion of control subjects who performed the behavior without first being asked to predict whether they would. Further, in the voting study these errors of overprediction were self-erasing in the sense described by S. J. Sherman (
Journal of Personality and Social Psychology, 1980,
39). That is, subjects who were asked to predict whether they would vote—all of whom predicted that they would—actually did vote with substantially greater probability than did the no-prediction control subjects. (Actual voting was verified by consulting official voter rolls.) Asking people to predict whether they will perform a socially desirable action appears to increase their probability of performing the action. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Prior work has established that measuring intents can influence the likelihood of behavior. Laboratory and field experiments extend past work and show that intentions are unique memorial structures that, once accessible, have profound influences on information processing and behavior. The results consistently demonstrate that measurement influences behavior and that measuring intent has a stronger influence on behavior than measuring attitudes. In addition, the laboratory experiment shows that measuring intents influences the accessibility and extremity of related yet previously unmeasured attitudes. However, measuring attitudes did not influence previously unmeasured intents. The research furthers our understanding of measurement effects and their impact on cognitive structure and behavior, and has implications for survey methodology and public policy. In addition, the research highlights the need for additional research on how intentions are represented in memory. © 2001 John Wiley & Sons, Inc.
Intentions data often contain systematic biases; intentions change over time and may not accurately predict actual purchases. Ignoring the discrepancies between intentions and purchasing can produce biased estimates of variable coefficients and biased forecasts of future demand. This study proposes a unified model that takes into account various sources of discrepancies between intentions and purchasing and forecasts purchasing probability at the individual-level by linking explanatory variables (e.g., socio-demographics, product attributes, and promotion variables) and intentions to actual purchasing. The proposed model provides an empirically better explanation of the relationship between stated intentions and purchasing and offers more accurate individual-level purchase predictions than do other existing intention models.
Implementation intentions are specific plans regarding how, when, and where to pursue a goal (Gollwitzer). Forming implementation intentions for a single goal has been shown to facilitate goal achievement, but do such intentions benefit multiple goals? If so, people should form implementation intentions for all their goals, from eating healthily to tidying up. An investigation into this question suggests that the benefits of implemental planning for attaining a single goal do not typically extend to multiple goals. Instead, implemental planning draws attention to the difficulty of executing multiple goals, which undermines commitment to those goals relative to other desirable activities and thereby undermines goal success. Framing the execution of multiple goals as a manageable endeavor, however, reduces the perceived difficulty of multiple goal pursuit and helps consumers accomplish the various tasks they planned for. This research contributes to literature on goal management, goal specificity, the intention-behavior link, and planning.
Combining prior theory about really-new products with temporal construal theory, the authors show in four field studies that consumers follow-through less often on positive purchase intentions to buy really-new products relative to intentions to buy incrementally-new products, with the decrement growing with time. Compared to consumers of incrementally-new products, consumers of really-new products are less likely to think concretely about the circumstances of buying and using the products and are more poorly calibrated in their expectations of initial product use. The authors discuss implications for marketing of really-new products and market research on really-new products.
A common objective of social science and business research is the modeling of the relationship between demographic/psychographic characteristics of individuals and the likelihood of certain behaviors for these same individuals. Frequently, data on actual behavior are unavailable; rather, one has available only the self-reported intentions of the individual. If the reported intentions imperfectly predict actual behavior, then any model of behavior based on the intention data should account for the associated measurement error, or else the resulting predictions will be biased. In this paper, we provide a method for analyzing intentions data that explicitly models the discrepancy between reported intention and behavior, thus facilitating a less biased assessment of the impact of designated covariates on actual behavior. The application examined here relates to modeling relationships between demographic characteristics and actual purchase behavior among consumers. A new Bayesian approach employing the Gibbs sampler is developed and compared to alternative models. We show, through simulated and real data, that, relative to methods that implicitly equate intentions and behavior, the proposed method can increase the accuracy with which purchase response models are estimated.
Purchase intentions are routinely used to forecast sales of existing products and services. While past studies have shown that intentions are predictive of sales, they have only examined the absolute accuracy of intentions, not their accuracy relative to other forecasting methods. For example, no research has been able to demonstrate that intentions-based forecasts can improve upon a simple extrapolation of past sales trends. We examined the relative accuracy of four methods that forecast sales from intentions. We tested these methods using four data sets involving different products and time horizons; one of French automobile sales, two of US automobile sales, and one of US wireless services. For all four products and time horizons, each of the four intentions-based forecasting methods was more accurate than an extrapolation of past sales. Combinations of these forecasting methods using equal weights lead to even greater accuracy, with error rates about one-third lower than extrapolations of past sales. Thus, it appears that purchase intentions can provide better forecasts than a simple extrapolation of past sales trends. While the evidence from the current study contradicts the findings of an earlier study, the consistency of the results in our study suggest that intentions are a valuable input to sales forecasts.
The mere measurement of a person's intention to behave has been shown to influence his or her likelihood of engaging in the behavior. The mere measurement effect has been attributed to an increased accessibility of the attitude toward the behavior. Another source of the mere measurement effect may be the redundancy in the cognitive processes used to generate the mere measurement response and the cognitive processes used to decide whether to engage in the behavior. Process redundancy creates a fluency that can be interpreted as supportive of the behavioral tendency. Across eight studies, the authors show that processing fluency also contributes to the mere measurement effect. [ABSTRACT FROM AUTHOR]
Two laboratory studies investigate how behavior prediction and personal norms interact to influence whether or not people repeat their past behavior. We find that asking people about their future behavior increases their likelihood of repeating past behaviors when personal norms are weak but reduces it when personal norms are strong. By identifying a new consequence of asking question about future behavior (behavior repetition) and a new moderator (personal norm strength), our results contribute to the debate regarding the relative importance of habits and intentions in guiding behavior and reconcile some seemingly contradictory past findings in mere-measurement and self-prophecy research. [ABSTRACT FROM AUTHOR]
We compare the incidence, timing, and profitability of repeated online grocery purchases made by a cohort of consumers whose purchase intentions were measured with those of similar consumers whose intentions were not measured. We find that measuring intentions increases the likelihood of repeat purchase incidence and shortens the time until the first repeat purchase but that these two mere-measurement effects decay rapidly after 3 mo. Still, we find persisting gains in customer profitability over time because the accelerated purchases of the first 3 mo. lead to faster subsequent purchases in the remainder of the period. [ABSTRACT FROM AUTHOR]
The predictive accuracy of a widely used pre-test-market model (ASSESSOR) is analyzed. The standard deviation between pre-test-market and test-market shares is 1.99 share points before adjustments for achieved awareness, distribution, and sampling and 1.12 share points after adjustment. Sixty-three percent of those products tested passed the pre-test screen and 66% of these were subsequently successful in test market. A Bayesian decision analysis model is formulated and a "typical" case shows a positive value of information. Although some conditions are identified under which a test market may be bypassed, in the authors' opinion both pre-test and test-market procedures should be used in all but exceptional situations.
This paper reports some further analyses and applications of Morrison's model of the predictive relationship between measures of intentions and subsequent purchasing behavior. A review of published studies bearing on the threats to predictive validity of intention scales represented in Morrison's model is presented. Findings from a test-retest study of intention ratings for concept stimuli are shown to be consistent with the levels of reliability expected under the model's assumptions of beta binomial distributed scores. Evidence of the predictive validity of intention measures is found in a re-analysis of several sets of relevant data but a different form of predictive relationship is shown to hold for generic durable goods as compared to branded packaged goods. Whereas a linear relationship is supported in the case of durable goods, the presence of a threshold phenomenon in the branded packaged goods data suggests the use of a piecewise linear model. There is reason to believe that the nature and sources of systematic error present in intentions ratings are different for these two types of purchases.
Previous research has demonstrated that merely asking consumers purchase intent questions has a significant impact on their actual purchase incidence in the category. Our article extends this research to explore the impact of the "mere-measurement" effect at the brand level. We hypothesize that there are predictable patterns of brand-level purchase effects that depend on whether a consumer has previously made a purchase in the product category. The results demonstrate that current owners of cars are more likely to repurchase the brands they currently own when they are asked intent questions. In addition, the purchase behavior of current car owners is more consistent with their brand attitudes when they are asked intent questions. First-time car buyers, on the other hand, are more likely to purchase brands that have large market shares when asked intent questions. Finally, we discuss both the implications of these results and opportunities for future research. Copyright 1996 by the University of Chicago.
The authors illustrate how a firm can face the challenge of forecasting consumer reaction for a really-new product. For the case of an electric vehicle, the authors describe how one firm combines managerial judgment and state-of-the-art market measurement to determine whether (1) the really-new product would be a viable business venture at its target launch date, (2) the firm should plan for improvements in technology that would reduce price and/or increase benefits enough so that the business venture would be profitable, or (3) the firm should stop development. The new market measurement system combines existing methods with a multimedia virtual-buying environment that conditions respondents for future situations, simulates user experience, and encourages consumers to actively search for information on the product. The authors comment on the advantages and disadvantages of the methodology and summarize the lessons they have learned from this application.
82 female undergraduates were assigned to 1 of 4 experimental groups--predict-request, information-request, predict only, and request only--in which requested tasks involved writing a counterattitudinal essay or singing over the telephone. In 3 experiments, Ss overpredicted the degree to which their behavior would be socially desirable and these errors of prediction proved to be self-erasing. Having mispredicted a given behavior, Ss were likely to have these predictions confirmed in later behavior, indicating that prediction of a behavioral sequence evokes a specific cognitive representation of that sequence which is subsequently accessed. Results demonstrate the strong effects on behavior of engaging in prebehavioral cognitive work. (27 ref) (PsycINFO Database Record (c) 2006 APA, all rights reserved).
The author develops a probabilistic model that converts stated purchase intents into purchase probabilities. The model allows heterogeneity between nonintenders and intenders with respect to their probability to switch to a new "true" purchase intent after the survey, thereby capturing the typical discrepancy between overall mean purchase intent and subsequent proportion of buyers (bias). When the probability to switch of intenders is larger (smaller) than that of nonintenders, the overall mean purchase intent overestimates (underestimates) the proportion of buyers. As special cases, the author derives upper and lower bounds on proportions of buyers from purchase intents data and shows the consistency of those bounds with observed behavior, except in predictable cases such as new products and business markets. However, a straightforward modification of the model deals with new product purchase forecasts.
The authors show how to incorporate actual purchase behavior data (usually from diaries) into the calculation of standard errors for making inferences about the proportion of purchasers from self-reported purchase intent. The case considered is for a single sample and two products, where interest is in the difference between the two groups in probability of purchase.
Derived and reported utility functions for members of a high school junior's family were used to predict actual college applications made the next year. The manipulations were whether or not advance deliberations were prompted before the utility measurement and whether or not subjects imagined an imminent commitment deadline. The predictions were poorer when subjects did not deliberate in advance or imagine a commitment was imminent. The reported utilities gave better predictions than the derived ones.
The author compares the information content from intention surveys with management's judgmental estimates of consumers' intentions. Results indicate that both consumer data and judgmental estimates provide management with significant incremental information.
The authors investigate whether the use of segmentation can improve the accuracy of sales forecasts based on stated purchase intent. The common current practice is to prepare a sales forecast by using purchase intent and observed historical patterns in purchase rates given level of intent. The authors show that the accuracy of sales forecasts based on purchase intent can be improved by first using certain kinds of segmentation methods to segment the panel members. The main empirical finding is that more accurate sales forecasts appear to be obtained by applying statistical segmentation methods that distinguish between dependent and independent variables (e.g., CART, discriminant analysis) than by applying simpler direct clustering approaches (e.g., a priori segmentation or K-means clustering). The results further reveal that meaningful segments are present and identifiable that vary in their subsequent purchase rates for a given level of intent. This identification has important implications for areas such as target marketing, as it indicates which customer segments will actually fulfill their intentions. One key substantive finding is that households in a (demographic/product-usage-based) segment having an a priori high propensity to purchase are also more likely to fulfill a positive intention to purchase.
Marketing research often finds weak correspondence between purchase intentions and subsequent behaviors. The author claims lack of contextually specific measures is partially responsible. Existent research supports this contention. The study reported empirically compares direct and conditional intentions as predictors of soft drink purchases. The conditional format is more predictive.
Forecasts of consumer buying trends are more frequently being based on surveys of consumers' "subjective purchase probabilities," rather than on their verbal "buying intentions." However, a planning horizon of 6 months or longer is usually employed. What happens to the speed, accuracy, and usefulness of these forecasts when the horizon is shortened to 90-day probabilities?
When respondents say they are "definitely interested" in buying a test product, do they really mean it? This study provides a partial answer.
This study used meta-analysis to quantify the relationship between intentions and behaviour in prospective studies of condom use. The effects of six moderator variables were also examined: sexual orientation, gender, sample age, time interval, intention versus expectation and condom use with ‘steady’ versus ‘casual’ partners. Literature searches revealed 28 hypotheses based on a total sample of 2532 which could be included in the review. Overall, there was a medium to strong sample-weighted average correlation between intentions and condom use (r+ = .44), and this correlation was similar to the effect sizes obtained in previous reviews. There were too few studies of gay men to permit meaningful comparison of effect sizes between homosexual versus heterosexual samples. Gender and measurement of intention did not moderate the intention-behaviour relationship. However, shorter time intervals, older samples and condom use with ‘steady’ rather than ‘casual’ partners were each associated with stronger correlations between intentions and condom use. Factors which might explain the significant effects of moderator variables are discussed and implications of the study for future research on intention-behaviour consistency are outlined.
Researchers have consistently shown that questioning people about a future behavior influences the subsequent performance of that behavior. Since its first demonstration by Sherman (1980), two groups of researchers have built parallel streams of research investigating the self‐prophecy and mere‐measurement phenomenon. Both sets of scholars have clearly demonstrated the importance of questioning as a social influence technique and have shed light on at least two of the theoretical processes underlying observed effects. In the current paper, these researchers formally adopt a common label—the question–behavior effect—for these and similar effects. After providing a review of prior work in the area, the authors detail directions for future researchers interested in joining the investigation of this unique and persuasive form of social influence.
In this article, the authors focus on the formation of intentions to quit among salespeople and the link between these intentions and subsequent quitting behavior. Building on the foundations of the recently developed judgment uncertainty and magnitude parameters (JUMP) model, which statistically and simultaneously separates the drivers of judgment magnitude from those of judgment uncertainty, the authors present a model of the formation of uncertain intentions that decomposes a stated intention into a magnitude and an uncertainty dimension. The authors then develop hypotheses regarding the impact of affective and continuance commitment and critical sales events on intention magnitude and the effect of critical sales events and role stress on intention uncertainty. Subsequently, the authors develop a threshold model of the intention-behavior link that articulates a psychological mechanism within which uncertainty-laden intentions translate into actual behavior. Empirically, results from sales force intention and turnover data provide strong support for the theorizing. In addition to identifying some drivers of intention-to-quit magnitude and uncertainty, the authors identify the crucial role of intention uncertainty in shaping both the probability and timing of subsequent behavior. Consistent with the psychological underpinnings of the threshold model, the authors find that intention uncertainty lowers the probability of intended behavior. The results regarding the timing of quitting support an uncertainty avoidance conjecture: Given a stated intention, likely quitters with greater intention uncertainty quit faster than those with lower intention uncertainty.
Services managers are dependent on forecasting purchase behavior when making resource allocation decisions. Purchase intentions are commonly used as a basis to forecast purchase behavior. This practice is, however, not without its critics. In a study of restaurant patrons, it was found that the patrons who expressed strong purchase intent and made a subsequent purchase demonstrated distinct attitudes differences when compared to those patrons who also expressed strong purchase intent but failed to make a subsequent purchase. The results suggest that the service manager could be misled, and therefore could make costly service mix mistakes, if purchase intent is used solely to model purchase behavior. Specific strategy implications are discussed.
This study concerns the implications of Peter Gollwitzer's concept of implementation intentions for Icek Ajzen's theory of planned behavior. Attitude, subjective norm, perceived behavioral control, and intentions were assessed before an intervention that required subjects to make implementation intentions concerning when and where they would perform breast self-examination during the next month. Behavior was assessed by self-report 1 month later. Results supported Gollwitzer's contention that goal intentions that have been supplemented by implementation intentions concerning where and when the behavior is to be performed are more likely to be enacted. Evidence suggested that implementation intentions were effective because they provided a mechanism that facilitated the retrieval of intentions in memory. Implementation intentions also reduced the capacity of past behavior to predict future behavior, suggesting that implementation intentions mimic the effect of habit in human action. Implications for applications of models of attitude-behavior relations are outlined.
Examines a study carried out on the acquisition of consumer durables by a selection of English households. Reveals the class structure of ownership, the proportion of first acquisitions and replacements, and the reasons for timing. Presents an analysis based on the returns of 548 households successfully interviewed and extensive use of tables by way of explanation. Summarises that the data gathered demonstrated the method employed and the results indicate it was worthwhile.
Researchers have largely overlooked the distinction between behavioral intention and behavioral expectation as predictors of one's own behavior. Moreover, the distinction between purely volitional behavior and behavioral goals, the latter of which may be impeded by such nonvolitional factors as lack of ability, lack of opportunity, habit, and environmental impediments, has also been blurred in the literature. Behavioral expectation is theorized to be based on a cognitive appraisal of one's behavioral intention and all other behavioral determinants of which one is aware. The present study argues and gives evidence that, although behavioral expectation and behavioral intention may have similar predictive accuracy for volitional behaviors, behavioral expectation is adequate, but behavioral intention may be inadequate for prediction of the accomplishment of behavioral goals.
Despite multiple calls for the integration of time into behavioral intent measurement, surprisingly little academic research examines timed intent measures directly. In two empirical studies, the authors estimate individual-level cumulative adoption likelihood curves - curves calibrated on self-reported adoption likelihoods for cumulative time intervals across a fixed horizon - of 478 managerial decision makers, self-predicting whether and when they will adopt a relevant technology. A hierarchical Bayes formulation allows for a heterogeneous account of the individual-level adoption likelihood curves as a function of time and common antecedents of technology adoption. A third study generalizes these results among 354 consumer decision makers and, using behavioral data collected during a two-year longitudinal study involving a subsample of 143 consumer decision makers, provides empirical evidence for the accuracy of cumulative adoption likelihood curves for predicting whether and when a technology is adopted. Cumulative adoption likelihood curves are shown to outperform two single-intent measures as well as two widely-validated intent models in predicting individual-level adoption for a fixed time period of two years. The results suggest great promise for future research on using and optimizing cumulative timed intent measures across a variety of application domains.
We demonstrate that the mere-measurement effect occurs because asking an intention question is not perceived as a persuasion attempt. In experiments 1 and 2, we show that when persuasive intent is attributed to an intention question, consumers adjust their behavior as long as they have sufficient cognitive capacity to permit conscious correction. In experiment 3 we demonstrate that this finding holds with product choice and consumption, and we find that persuasion knowledge mediates the effects. In experiment 4, we show that when respondents are educated that an intention question is a persuasive attempt, the behavioral impact of those questions is attenuated.
Surveys of consumer intentions to buy are inefficient predictors of purchase rates because they do not provide accurate estimates of mean purchase probability. This is a consequence of the fact that intentions surveys cannot detect movements in mean probability among nonintenders, who account for the bulk of actual purchases and for most of the time-series variance in purchase rates.Comparison of predictions from alternative surveys, one of subjective purchase probabilities and the other of buying intentions, indicates that purchase probabilities explain about twice as much of the cross-section variance in automobile purchase rates as buying intentions. Similar but not quite so conclusive differences are obtained from analysis of selected household durables. The probability variable predicts more accurately than the intentions variable largely because it divides nonintenders, and those who report that they “don't know” about their buying intentions, into subgroups with systematically different purchase rates.
This paper compares consumer likelihood of purchase ratings for a proposed new product to their actual purchase behavior after the product was introduced. The ratings were obtained from a mail survey a few weeks before the product was introduced. The analysis leads to a model for forecasting new product sales. The model is supported by both empirical evidence and a reasonable theoretical foundation. In addition to calibrating the relationship between questionnaire ratings and actual purchases, the empirical evidence demonstrates the significant effect of alternative promotion/distribution vehicles on new product sales. The model uses questionnaire data to extend the results of a limited market trial to alternative target markets, product specifications, and prices.
Given the importance of forecasting the performance of new products and services in the marketplace, numerous new product forecasting models have been developed over the years, both in industry and academia. This paper evaluates strengths and weaknesses of these models and outlines a research agenda to enhance their implementation and further development.
This paper compares the Conference Board's buying intentions for consumer durable goods with forecasts constructed using simple time-series extrapolation over 177 months. The results show that simple time-series extrapolations provide more accurate forecasts than the judgmental approach. Very little support is found for using buying intentions as a forecasting tool for predicting the sales of durable goods.
The present research uses a technique that permits unique estimation of both automatic and effortful processes in the question-behavior link. Results show that individuals asked to report behavioral intent (vs. those not asked) are more likely to choose options that are highly accessible and positively valenced, regardless of cognitive resources available at the time of processing. This suggests that the effect of intent questions on subsequent behavior is primarily the result of automatic, as opposed to effortful, processing. Practically, this suggests that efforts to debias this robust effect need to affect nonconscious processes and adjust for the automatic impact of being asked an intention question on respondents' behavior.
In three experiments, we examined the mere-measurement effect, wherein simply asking people about their intent to engage in a certain behavior increases the probability of their subsequently engaging in that behavior. The experiments demonstrate that manipulations that should affect the ease of mentally representing or simulating the behavior in question influence the extent of the mere-measurement phenomenon. Participants who were asked about their intention to engage in various behaviors were more likely to engage in those behaviors than participants not asked about their intentions in situations in which mentally simulating the behavior in the intention question was relatively easy. We tested this ease-of-representation hypothesis using both socially desirable and socially undesirable behaviors, and our dependent variables comprised both self-reports and actual behaviors. Our findings have implications for survey research in various social contexts, including assessments of risky behaviors by public health organizations.