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Article
Publication date: 1 February 2003

Shwu‐Ing Wu

The purpose of the experiment reported here was to examine Internet user concerns and perceptions of online shopping. The attitude of Internet users toward online shopping…

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Abstract

The purpose of the experiment reported here was to examine Internet user concerns and perceptions of online shopping. The attitude of Internet users toward online shopping was measured using the Fishbein model. The relative factors influencing user attitudes toward online shopping and the relationship between the attitude and the influence factors were explored. The results show that the Fishbein model can effectively measure consumer attitudes and the examined consumer characteristics were important influence factors on consumer attitudes and online shopping decisions.

Details

Marketing Intelligence & Planning, vol. 21 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 18 October 2022

Patria Laksamana, Suharyanto Suharyanto and Yohanes Ferry Cahaya

To investigate consumer continuance intention in mobile payment in the financial technology (fintech) industry.

Abstract

Purpose

To investigate consumer continuance intention in mobile payment in the financial technology (fintech) industry.

Design/methodology/approach

This empirical study used an online survey with 673 responses from consumers, with structural equation modelling for data analysis.

Findings

The results revealed that trust, perceived usefulness, perceived ease of use, perceived risk and perceived security significantly affect consumer attitude. A positive impact on consumer attitude towards consumer engagement was also exposed.

Research limitations/implications

Trust, perceived usefulness, perceived ease of use, perceived risk and perceived security significantly affect consumer attitude. Hence, consumer attitude and consumer engagement have a positive influence on continuance intention.

Practical implications

The study offers guidelines for decision makers to expand long-term engagement with consumers and enable continuance use of mobile payment services.

Social implications

The findings will ultimately guide fintech firms in the implementation of a more secure macro financial system.

Originality/value

This study highlights the importance of consumer attitudes and engagement in mobile payment and extends the TAM model for more extensive technological advancements.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Book part
Publication date: 24 October 2015

Nayyer Naseem, Swati Verma and Attila Yaprak

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions…

Abstract

Purpose

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of global, local, and hybrid brands. This is a topic that is becoming increasingly important as the world moves toward global economic interdependence and increasingly more firms expand abroad.

Methodology/findings

As the paper is in its conceptual/modeling phase, its research design is not yet complete, nor does it offer any findings. Resting our work on attitude and identity theories, we derive hypotheses about the potential influence of consumer behavior constructs, that is, the levels of the consumer’s global consumption orientation, globalization attitude, consumer ethnocentrism, and consumer cosmopolitanism on global brand attitude and its influence on willingness to purchase global versus nonglobal brands. We also derive hypotheses about influences that might moderate this relationship; specifically the consumer’s affinity with the home country of the particular brand, and the perceived value embedded in the brand.

Research/practical/social implications

Our work will contribute to the expanding literature on global consumer culture and consumption patterns and will thus provide valuable insights for international marketing managers and for social policy.

Originality/value

Our work will examine the joint influences of several consumer behavior constructs on brand purchase behavior, in addition to the independent influences of these constructs. It will also explore the possible mediating influence of global brand attitude on purchase intentions and moderating effects, if any, of perceived value and consumer affinity on consumers’ choices of global over local and hybrid brands.

Details

International Marketing in the Fast Changing World
Type: Book
ISBN: 978-1-78560-233-7

Keywords

Article
Publication date: 20 April 2022

Gordon Liu, Morteza Abolhasani and Haiming Hang

Drawing on information processing theory, this paper aims to study how consumers’ liking of background music in advertising affects their purchase intention and explore…

Abstract

Purpose

Drawing on information processing theory, this paper aims to study how consumers’ liking of background music in advertising affects their purchase intention and explore the roles of positive brand attitudes, music mode and music tempo within such a relationship.

Design/methodology/approach

We created several radio advertisements that promote two fictitious products: an electric car (EcoCar) and a reusable coffee mug (EcoMug). We study the role of music in these advertisements and examine how it affects purchase intention across multiple experiments.

Findings

We confirm the prediction that positive brand attitudes mediate the relationship between music liking and purchase intention. We also show that music moderates such an indirect relationship because major mode music strengthens the effect of positive brand attitudes on purchase intention. Additionally, we find that major mode music with a fast tempo can further strengthen the effect of positive brand attitudes on purchase intention. As a result, the indirect effect of music liking upon purchase intention via positive brand attitudes will be moderated jointly by the music mode and the music tempo.

Originality/value

Limited scholarship explores how the subjective characteristics of music affect consumer buying behaviour in conjunction with the objective characteristics of music. The current research addresses this gap by investigating how music liking (a subjective characteristic of music) and music mode and tempo (objective characteristics of music) affect consumer buying behaviour.

Details

European Journal of Marketing, vol. 56 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 21 June 2022

Youssef Chetioui, Irfan Butt, Anass Fathani and Hind Lebdaoui

Instagram health and wellbeing influencers (HWIs) have been increasingly considered as important sources of information and advice for their followers. This study aims to…

Abstract

Purpose

Instagram health and wellbeing influencers (HWIs) have been increasingly considered as important sources of information and advice for their followers. This study aims to investigate the key antecedents of followers' attitude towards HWIs as well as their influence on their followers' intent to purchase organic products. The moderating effect of gender is also taken into account.

Design/methodology/approach

Based on data collected from 251 Instagram HWIs followers, the authors empirically tested the conceptual model using structural equation modeling.

Findings

First, the authors demonstrate that attitude towards HWIs positively impacts followers' attitude towards the promoted brands as well as their intention to purchase organic food brands. Second, followers' attitude towards HWIs is mainly influenced by perceived congruence, influencer credibility, and physical attractiveness. Finally, gender acts as a moderator, e.g. attitude towards HWIs is more likely to be influenced by perceived congruence and physical attractiveness among female followers.

Practical implications

The findings allow organic brands' managers to understand the key antecedents of followers' attitudes toward HWIs, and therefore, better select talented influencers who are able to create purchase intentions among both existing and potential customers.

Originality/value

This original research bridges a gap pertaining to the potential use of HWIs to shape consumer intention to purchase organic products. To the authors' knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on both brand attitude and purchase intention in the organic food industry.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 30 December 2021

Van Thac Dang, Ninh Nguyen, Hoang Viet Nguyen, Hoang Nguyen, Le Van Huy, Viet Thao Tran and Tran Hung Nguyen

Facial recognition payment (FRP) has been recently introduced as a new cashless payment method in retail store context. Anchored on information systems and consumer

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Abstract

Purpose

Facial recognition payment (FRP) has been recently introduced as a new cashless payment method in retail store context. Anchored on information systems and consumer theories, this research aims to investigate the key antecedents and outcomes of consumer attitudes toward this innovative payment method.

Design/methodology/approach

This research used a survey method to obtain data from 795 consumers at retail stores in China. The data were then analyzed by different statistical methods, including descriptive statistics, reliability analysis and structural equation modeling.

Findings

Results show that perceived usefulness, perceived ease of use and perceived innovativeness positively affect consumer attitudes toward FRP, while perceived risk negatively impacts such attitudes. In addition, consumer attitudes enhance store satisfaction, and hedonic shopping value plays a mediating role in this relationship.

Practical implications

This study encourages retailers to adopt FRP that can enhance consumer hedonic shopping value and satisfaction.

Originality/value

This study contributes to the literature by explaining both the antecedents and the outcomes of consumer attitudes toward FRP in retail context. The study also provides fresh insights into how such attitudes can improve consumers' shopping values and satisfaction in an emerging market.

Details

International Journal of Bank Marketing, vol. 40 no. 3
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 6 December 2021

Sefa Emre Yilmazel and Leyla Özer

The aim of this study is to determine the effects of brand components (CBBE, brand fit, brand image, brand reputation, brand familiarity) on consumers brand portfolio…

Abstract

Purpose

The aim of this study is to determine the effects of brand components (CBBE, brand fit, brand image, brand reputation, brand familiarity) on consumers brand portfolio attitude via perceived risk (for two main portfolio strategies).

Design/methodology/approach

The study used a structured questionnaire to collect primary data from 636 consumers who made purchases from companies using house of brand (318) and branded house strategy (318). By conducting reliability and validity analysis, the model of this study was tested with confirmatory factor analysis and path analysis methods, using structural equation modeling.

Findings

According to the results of the path analysis, the effects of CBBE and brand reputation on brand attitude were confirmed for both house of brand and branded house strategy. Moreover, the full and partial mediating effect of perceived risk was proven in the relationships.

Research limitations/implications

One of the limitations of the study is determining a portfolio of brands for each strategy and collecting data for these brands. In addition, since the number of consumers using brand portfolios could not be reached in the study, data could be collected using the purposeful convenience sampling method. For this reason, it is thought that research conducted with the data obtained through systematic sampling methods can yield more reliable results.

Practical implications

Managers of companies with a brand portfolio should work on a main strategy that enhances CBBE and brand reputation regardless of the strategy they use. After these two variables, the variable that portfolio managers need to address is brand fit.

Originality/value

It will offer different perspectives in terms of understanding which portfolio strategy is needed, and which predecessors and outputs can be produced. Also, the findings of the research will produce important results to reduce the perceived risks of consumers and increase their positive attitudes toward brand portfolios.

Details

Marketing Intelligence & Planning, vol. 40 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 20 September 2021

Hyun Hee Park

This study investigates the effect of consumers' brand attitude changes according to the fashion film type. Furthermore, it examines the psychological mechanism by…

Abstract

Purpose

This study investigates the effect of consumers' brand attitude changes according to the fashion film type. Furthermore, it examines the psychological mechanism by engagement and consumer fantasy proneness. This study is meaningful because it provides a more in-depth understanding of the use of fashion film as a means of consumer-oriented persuasion communication.

Design/methodology/approach

This research uses a 2(fashion film type: narrative vs non-narrative) × 2(consumer fantasy proneness: high vs low) mixed factorial design to test the hypotheses. ANOVA and the PROCESS macro mounted on SPSS was used to test hypotheses.

Findings

The group with high consumer fantasy proneness showed more changes in brand attitude when exposed to non-narrative than narrative fashion films, but the group with low consumer fantasy proneness showed no significant difference in brand attitude change according to the fashion film type. In addition, when consumer fantasy proneness is high, media and brand engagement for non-narrative fashion films increase sequentially, resulting in a greater change in brand attitude, whereas these psychological mechanisms do not work in groups with low consumer fantasy proneness.

Practical implications

Fashion brands should identify their respective target group when producing fashion films and choose differentiated narrative forms. In the case of pursuing a fantastic aesthetic value, the non-narrative type induces more attention and curiosity from consumers than the narrative type, which affects the feeling of a special bond or relevance with the brand.

Originality/value

This study has value in that it demonstrates the rationale for why a fashion brand needs to select a differentiated content structure according to the aesthetic value pursued when making a fashion film in branding work.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 6
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 4 August 2021

Junaidi Junaidi

This research investigates how religiosity (e.g. extrinsic and intrinsic) influences consumers’ awareness and attitudes, which subsequently influences consumers

Abstract

Purpose

This research investigates how religiosity (e.g. extrinsic and intrinsic) influences consumers’ awareness and attitudes, which subsequently influences consumers’ preferences for Muslims in the context of Islamic bank.

Design/methodology/approach

A total of 480 Islamic bank consumers were recruited for online survey study. Structural equation modeling was used to test the research hypotheses.

Findings

Extrinsic religiosity has crucial role on consumers’ awareness and consumer attitudes. However, intrinsic religiosity has less effect on consumer attitudes, whereas consumer awareness plays an important role on consumer attitudes. Furthermore, mediator variables, such as consumers’ awareness and attitudes, have partial role to mediate religiosity and consumers’ preference.

Research limitations/implications

The recent study was limited to core of one region, therefore, future studies are needed to analyze consumersattitude and engagement in religious products and services such as Islamic brands image.

Practical implications

The stakeholders need to collaborate action to promote Islamic banks and the varying standard between their counterparts from the perspective of business and marketing.

Originality/value

The result of this study contributes to literature which has correlation with testing religion role toward Islamic bank. It also develops a new views into the determinants factor to influence consumers’ preferences.

Details

Journal of Islamic Accounting and Business Research, vol. 12 no. 6
Type: Research Article
ISSN: 1759-0817

Keywords

Article
Publication date: 9 September 2021

Ernest Emeka Izogo and Mercy Mpinganjira

Marketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media…

Abstract

Purpose

Marketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism that underlies the effect of VSM-DCM on electronic word-of-mouth (eWOM) intention.

Design/methodology/approach

The authors devised a 2 (product type: search vs. experience) × 3 (VSM-DCM: utilitarian vs. hedonic vs. utilitarian + hedonic) between-subject design (N = 360) after three pre-tests (N = 223).

Findings

The authors show that VSM-DCM formats are effective in enhancing brand attitude and eWOM intention for different products. Specifically, market-generated VSM-DCM that simultaneously embeds utilitarian and hedonic values is the most effective for optimizing brand attitude and eWOM intention in both search and experience product contexts. The effect of VSM-DCM formats on eWOM intention is mediated by brand attitude, while product type (search vs. experience) moderates this indirect effect.

Originality/value

This paper breaks new ground by highlighting the relevance of marketer-generated VSM-DCM in the DCM context and by illustrating the mechanism through which it leads to consumers’ intention to engage in eWOM. In so doing, it contributes to the debate on DCM implementation and the contextual factors that moderate the optimization of DCM outcomes.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

1 – 10 of over 58000