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1 – 10 of over 14000
Article
Publication date: 5 June 2017

Ivan Russo, Ilenia Confente, David M. Gligor and Nicola Cobelli

This study investigated business-to-business (B2B) repeated purchase intent and its relationships with customer value and customer satisfaction. Additionally, it explored the link…

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Abstract

Purpose

This study investigated business-to-business (B2B) repeated purchase intent and its relationships with customer value and customer satisfaction. Additionally, it explored the link between willingness to purchase again, switching costs and product returns management. Modern customers are more likely to switch suppliers; however, previous research suggests that this behaviour can be attenuated by a robust returns management experience. The purpose of this study was to provide a revised model of B2B repeated purchase intent that integrates the concept of product returns management and switching costs with existing B2B customer repurchase intent models.

Design/methodology/approach

First, a qualitative inquiry based on semi-structured interviews was conducted to test and develop a quantitative survey. Then a survey was then sent to business owners operating in the audiology industry. Finally, there were 317 responses.

Findings

The authors reveal the complex relationship between returns management and repeated purchase intent. Specifically, the authors’ results indicate that the effect of product returns on repurchase intent is opposite to the effect of customer value, depending on the value of customer value. The authors’ findings indicate that even when switching costs are low, firms can positively impact the intent to purchase again in the future if they increase the level of customer satisfaction. In addition, the authors’ findings indicate that in the context of B2B a high/low level of customer satisfaction does not trigger a positive effect of managing product returns on repurchase intent.

Originality/value

This study was the first to introduce the concept of product returns management to research on B2B repurchase intent.

Details

Journal of Business & Industrial Marketing, vol. 32 no. 5
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 7 January 2013

Graham R. Massey, David S. Waller, Paul Z. Wang and Evi V. Lanasier

The purpose of this paper is to show that culture has differential effects on purchase intent, using respondents from four very different cultural groups within Indonesia, and two…

5725

Abstract

Purpose

The purpose of this paper is to show that culture has differential effects on purchase intent, using respondents from four very different cultural groups within Indonesia, and two different advertisements (one ethical, another unethical).

Design/methodology/approach

The study uses survey methods and a highly structured questionnaire to collect data from respondents in four cultural groups. In total, 100 responses were received from each of these groups within Indonesia (Bali, Batak, Java, and Minang). Data were analyzed using partial least squares.

Findings

The results suggest that when advertising to culturally conservative groups, caution is required. Such groups have lower purchase intent when they do not like the advertisement. Moreover, other variables such as attitude towards the advertiser may become salient drivers of purchase intent for such groups if the advertisement is perceived to be unethical. Importantly, neither of these factors are salient for more permissive cultures, regardless of whether the advertisement is perceived to be ethical or unethical. In addition the authors identify a set of “universal paths” by which advertisement-related factors, and company-related factors indirectly influence purchase intent for both permissive and conservative cultures, regardless of the perceived ethicality of the advertisement.

Research limitations/implications

The research uses four samples, with 100 respondents per group. Future research could verify these results using larger samples. In addition, the study only uses low involvement consumer products, hence future research could test the model on higher involvement products.

Practical implications

Managers should test their advertising messages on target audiences to assess whether they are likeable, as advertisement likeability can influence purchase intent. In addition, whilst factors such as ethicality (and likeability, and attitude towards the advertiser) tend to not affect purchase intent directly except in specific circumstances, these antecedent variables do have strong effects on each other via the universal paths.

Originality/value

This is the first study which has examined the effects of ethical/unethical advertisements across four different cultures in Indonesia. The results also reveal an important set of relationships between the model variables, which the authors refer to as the “universal paths.” These paths have important implications for advertisers and their clients in their attempts to build brand equity and increase purchase intent.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 25 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 15 July 2022

Hongming Gao, Hongwei Liu, Weizhen Lin and Chunfeng Chen

Purchase conversion prediction aims to improve user experience and convert visitors into real buyers to drive sales of firms; however, the total conversion rate is low, especially…

Abstract

Purpose

Purchase conversion prediction aims to improve user experience and convert visitors into real buyers to drive sales of firms; however, the total conversion rate is low, especially for e-retailers. To date, little is known about how e-retailers can scientifically detect users' intents within a purchase conversion funnel during their ongoing sessions and strategically optimize real-time marketing tactics corresponding to dynamic intent states. This study mainly aims to detect a real-time state of the conversion funnel based on graph theory, which refers to a five-class classification problem in the overt real-time choice decisions (RTCDs)—click, tag-to-wishlist, add-to-cart, remove-from-cart and purchase—during an ongoing session.

Design/methodology/approach

The authors propose a novel graph-theoretic framework to detect different states of the conversion funnel by identifying a user's unobserved mindset revealed from their navigation process graph, namely clickstream graph. First, the raw clickstream data are identified into individual sessions based on a 30-min time-out heuristic approach. Then, the authors convert each session into a sequence of temporal item-level clickstream graphs and conduct a temporal graph feature engineering according to the basic, single-, dyadic- and triadic-node and global characteristics. Furthermore, the synthetic minority oversampling technique is adopted to address with the problem of classifying imbalanced data. Finally, the authors train and test the proposed approach with several popular artificial intelligence algorithms.

Findings

The graph-theoretic approach validates that users' latent intent states within the conversion funnel can be interpreted as time-varying natures of their online graph footprints. In particular, the experimental results indicate that the graph-theoretic feature-oriented models achieve a substantial improvement of over 27% in line with the macro-average and micro-average area under the precision-recall curve, as compared to the conventional ones. In addition, the top five informative graph features for RTCDs are found to be Transitivity, Edge, Node, Degree and Reciprocity. In view of interpretability, the basic, single-, dyadic- and triadic-node and global characteristics of clickstream graphs have their specific advantages.

Practical implications

The findings suggest that the temporal graph-theoretic approach can form an efficient and powerful AI-based real-time intent detecting decision-support system. Different levels of graph features have their specific interpretability on RTCDs from the perspectives of consumer behavior and psychology, which provides a theoretical basis for the design of computer information systems and the optimization of the ongoing session intervention or recommendation in e-commerce.

Originality/value

To the best of the authors' knowledge, this is the first study to apply clickstream graphs and real-time decision choices in conversion prediction and detection. Most studies have only meditated on a binary classification problem, while this study applies a graph-theoretic approach in a five-class classification problem. In addition, this study constructs temporal item-level graphs to represent the original structure of clickstream session data based on graph theory. The time-varying characteristics of the proposed approach enhance the performance of purchase conversion detection during an ongoing session.

Details

Kybernetes, vol. 52 no. 11
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 15 June 2021

Eli Sumarliah, Sher Zaman Khan and Rafi Ullah Khan

The study has three primary purposes, i.e. (1) to examine the determinants influencing customers’ online purchase intent for modest wear; (2) to measure the effects of electronic…

Abstract

Purpose

The study has three primary purposes, i.e. (1) to examine the determinants influencing customers’ online purchase intent for modest wear; (2) to measure the effects of electronic innovativeness, fashion innovativeness, perceived value, and trust on the intent to buy modest wear via the Internet; (3) to inspect how the factor “trust” can affect the “perceived value” of modest wear purchase through e-commerce; and (4) to explore the roles of “attitude” and “religiosity” in influencing customers’ intent to purchase modest wear online.

Design/methodology/approach

561 Muslim consumers were reviewed in the study. According to the conceptual framework established through a literature review on the constructs suggested, measurement items were modified to the study’s perspective, and a 31-item questionnaire was applied. A regression examination of potential variables was applied using ADANCO version 2.0.1 software and the PLS-SEM.

Findings

The findings signify that the leading factors affecting online modest wear purchase intent are fashion innovativeness, electronic innovativeness, perceived value, trust, attitude, and religiosity. Meanwhile, trust is the predictor of perceived value, and religiosity is the predictor of attitude.

Originality/value

There are only two notable studies that focus on modest fashion purchase intention in the online channel with examining only three influential factors. The study is an initial effort to examine new and more complete leading factors affecting online modest wear purchase intent including fashion innovativeness, electronic innovativeness, perceived value, trust, attitude, and religiosity.

Details

Research Journal of Textile and Apparel, vol. 26 no. 1
Type: Research Article
ISSN: 1560-6074

Keywords

Article
Publication date: 28 August 2007

Claire A. Boudreaux and Stephen E. Palmer

The purpose of this research is to examine the impact of brand personality on purchase intent and the influence of three design elements of wine labels on brand personality.

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Abstract

Purpose

The purpose of this research is to examine the impact of brand personality on purchase intent and the influence of three design elements of wine labels on brand personality.

Design/methodology/approach

Participants made brand personality judgments and rated their purchase intent for subsets of 90 experimental wine labels, which varied along the dimensions of color, illustration, and design layout.

Findings

Brand personality explained nearly half of the variance in purchase intent, with the facets successful, charming, spirited, and up‐to‐date being most strongly correlated with purchase intent. Of the three dimensions of visual design studied, the illustration used on the label had the greatest impact on both purchase intent and perceptions of brand personality.

Research limitations/implications

This study used a proxy to measure purchase intent and studied only a subset of brand personality facets, limiting the generality of findings.

Practical implications

This research offers brand managers a potential means of evaluating prospective designs in terms of their likely impact on purchase intent and consumer perceptions of brand personality, and suggests general guidelines for the design of product line extensions from a successful label design.

Originality/value

This research helps brand managers and packaging designers to leverage brand personality research and evaluate the effectiveness of new designs.

Details

International Journal of Wine Business Research, vol. 19 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 1 May 2002

Joey F. George

Using the theory of planned behavior as the theoretical base, data collected through a semi‐annual survey of Web users were used to determine if beliefs about privacy and Internet…

7508

Abstract

Using the theory of planned behavior as the theoretical base, data collected through a semi‐annual survey of Web users were used to determine if beliefs about privacy and Internet trustworthiness helped determine attitudes towards the Internet, which were thought to affect intent to make Internet purchases. Intent, in turn, was thought to affect actual purchasing behavior. Taking Internet experience into account, general support for the model was found.

Details

Internet Research, vol. 12 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 5 February 2018

Yeonsoo Kim and Mari Luz Zapata Ramos

The purpose of this paper is to examine how stakeholders perceive the motives behind fast food companies’ public health-related corporate social responsibility (CSR) and general…

3419

Abstract

Purpose

The purpose of this paper is to examine how stakeholders perceive the motives behind fast food companies’ public health-related corporate social responsibility (CSR) and general social issue-related CSR initiatives, and their responses toward CSR in terms of supportive communication intent, investment intent, and purchase intent. The authors further examine the impact of perceived CSR motives on intent and whether a healthier chain image has an effect on stakeholder responses.

Design/methodology/approach

An online experiment was conducted. This study employed a randomized 2 (CSR type: health-related CSR vs generic social issue-related CSR)×2 (chain image: healthier chain vs general fast-food chain) full factorial design using general stakeholder samples.

Findings

For an ordinary fast food restaurant, generic social issue-related CSR programs elicited significantly more positive perceptions of CSR motives, supportive communication intent and investment intent, than public-health related CSR. When a company has a healthier image, stakeholders do not distinguish between CSR types. Stakeholders perceive both CSR types as stemming from mutually beneficial motives and show neutral to slightly positive reactions to both CSR. A positively perceived CSR motive plays a determinant role in anticipating communication, investment, and purchase intents.

Originality/value

This is the first study that examines stakeholder perception of motives behind and responses toward fast food chains’ health-related vs generic social issue-related CSR initiatives, in light of corporate image. The study findings help public relations practitioners, public health professionals, parent groups, and legislators understand stakeholders’ reactions toward CSR initiatives in the fast food industry and help them monitor practices for improvements.

Details

Corporate Communications: An International Journal, vol. 23 no. 1
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 1 May 2019

Yeonsoo Kim and Mary Ann Ferguson

The purpose of this paper is to examine how corporate reputation interacts with corporate social responsibility (CSR) fit and affects stakeholders’ skeptical attribution (SA) of…

2541

Abstract

Purpose

The purpose of this paper is to examine how corporate reputation interacts with corporate social responsibility (CSR) fit and affects stakeholders’ skeptical attribution (SA) of CSR motives, as well as their attitudes, supportive communication intent and purchase intent. This study proposes that a high-fit CSR program does not necessarily engender more favorable outcomes, nor does it stimulate SA. The study proposes the effects of CSR fit differ by corporate reputation. For bad-reputation companies, low-fit is anticipated to generate more desirable CSR outcomes than high-fit initiatives.

Design/methodology/approach

Two experiments were conducted. The first experiment employed a randomized 2 (CSR fit: high fit vs low fit) × 2 (good reputation vs bad reputation) × 2 (Industry: food retailing and insurance) full factorial design to examine the suggested hypotheses. The second study employed a randomized 2 (CSR fit: high fit vs low fit) × 2 (good reputation vs bad reputation) full factorial design with consumer samples to replicate the conceptual relationships among variables in the first study.

Findings

While reputation plays a dominant role in influencing stakeholders’ CSR-related responses across both CSR fit situations, a SA partially mediates the relationship between reputation and stakeholder reactions. CSR fit interacts with reputation, and influences the partial mediation process through SA; under a bad reputation condition, low-fit CSR engenders less SA and results in better stakeholder reactions. A similar tendency was found with supportive communication intent and purchase intent. High-fit CSR initiatives by a negative reputation company engendered the weakest supportive intent and purchase intent. For a reputable company, across both CSR fits, respondents displayed generally very positive attitudes toward, greater intent to support, and intent to purchase from the company.

Originality/value

The study findings provide useful and empirically supported logical explanations of why high-fit CSR programs sometimes cause backlash effects, despite the general consensus that such initiatives generate positive outcomes. This study offers an alternative and more relevant perspective to conceptualize the complexity of anticipating CSR outcomes.

Details

Corporate Communications: An International Journal, vol. 24 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 1 April 2005

Minjeong Kim and Leslie Stoel

This paper aims to explore online customer service dimensions and to examine how attitude toward online customer service influences online purchase intent.

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Abstract

Purpose

This paper aims to explore online customer service dimensions and to examine how attitude toward online customer service influences online purchase intent.

Design/methodology/approach

The human factors approach was employed to identify online customer service dimensions by analyzing service provided by salespeople at retail stores. Regression analyses supported the predictive validity of these measures, revealing that customer service dimensions of ease in searching, availability of frequently asked questions (FAQs), availability of in‐stock status information, and ease of comparison shopping were important predictors of online purchase intent.

Findings

Results from this study suggest that online retailers need to provide more information (e.g. FAQs) and make browsing easier to help customers have satisfactory shopping experience.

Originality/value

Provides useful information that online retailers can utilize in the development and operation of successful shopping sites.

Details

International Journal of Retail & Distribution Management, vol. 33 no. 4
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 June 2001

W. David Salisbury, Rodney A. Pearson, Allison W. Pearson and David W. Miller

While Web‐based consumer activity is poised on the brink of dramatic growth, concerns about security have the potential to limit this growth by arousing shopper’s concerns about…

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Abstract

While Web‐based consumer activity is poised on the brink of dramatic growth, concerns about security have the potential to limit this growth by arousing shopper’s concerns about the Web‐based channel. One key aspect to consumer participation in Web commerce may be the extent to which they perceive risk to their sensitive information. This study describes the creation of a scale to measure perceived Web security. We apply the scale in a causal model to investigate the relative impact of beliefs about Web shopping on intent to purchase products using the World Wide Web. Data from two samples is used to develop the scale and to perform the causal analysis. Our findings indicate the favorable psychometric properties of the scale, and the causal analysis from our sample indicates that security is a greater influence on intent to purchase using the Web than is the ease and utility of purchasing products.

Details

Industrial Management & Data Systems, vol. 101 no. 4
Type: Research Article
ISSN: 0263-5577

Keywords

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