Impact of perceived value on the online purchase intention of base of the pyramid consumers

Despite the voluminous purchasing power of the consumers at the base of the pyramid (BOP), substantial research has not been carried out on their online buying behaviour. This study investigates the factors that trigger the online shopping intention of BOP consumers. We conducted semi-structured in-depth interviews with 52 BOP respondents from India. Our thematic analysis indicates four perceived benefits and five sacrifices influencing BOP consumers' perceived value for online purchases, subsequently determining their adoption behaviour. As a novel contribution to the literature, this study unfolds several unknown factors that motivate/demotivate BOP consumers to buy online using the Value-based Adoption Model (VAM). The findings of this study will help e-commerce marketers enhance BOP consumers' usage intention toward online purchases.     

Effects of Conditional Sales Promotion Tactics on Consumers' Feelings of Unfairness

ABSTRACT

The purpose of this research is to demonstrate the negative effects of the conditional sales promotion tactics on nonpreferred consumers' feelings of unfairness from the viewpoint of motivation. A two-by-two between-subjects design experiment was conducted to examine the consumers' psychological mechanism. The results show that three types of consumers' perceptions—tactic attractiveness, task difficulty, and tactic irrationality—positively affected their feelings of unfairness. The results show an important mediating role among consumers' perceptions, short-term consumption intention and long-term satisfaction. This research provides new insights for future research and concrete strategic suggestions for retailers.     

Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence

This study examines how the consumers' perceived values (utilitarian and hedonic values) impact their impulse buying behavior (IBB) in the mobile commerce (m-commerce) context. Moreover, we view interpersonal influence as a moderator and test its impact on the correlation between the consumers' perceived value and their IBB. Data were collected through a survey in China (n = 199). The results show that environmental stimuli significantly influence consumer perceived values (i.e., perceived utilitarian value and perceived hedonic value), and the consumers’ perception of hedonic value significantly and directly impacts their IBB. In addition, the interaction effect of perceived hedonic value and interpersonal influence significantly affects IBB. The findings provide valuable guidance for m-commerce retailers to induce consumer IBB.     

A Research Model for Consumers' Intention of Buying Private Label Frozen Vegetables

This article aims at identifying the factors that affect consumers' intentions of buying private label frozen vegetables, developing a related research model, and testing this model using quantitative data from a consumers' sample in Greece.

The field research was carried out in Athens and the sample comprised 282 consumers. Data analysis was performed using Structural Equation Modeling. The results confirmed that:

• Consumers' intention of buying private-label frozen vegetables is directly affected by consumers' attitudes toward this type of products.

• Consumers' attitudes toward private-label frozen vegetables are directly affected by the perceived benefits and indirectly affected by consumer trust and perceived economic situation.

     

Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites

Drawing upon technology acceptance model (TAM), this study investigates the antecedents and consequences of consumers' attitude toward social commerce sites. In addition to the antecedents of perceived usefulness and perceived ease of use from TAM, the study includes such factors as perceived trust, perceived shopping enjoyment, perceived shopping risk, and perceived social presence. The study results suggest that consumers' attitudes toward social commerce sites are significantly impacted by perceived usefulness, perceived ease of use, perceived shopping enjoyment, and perceived shopping risk. The study also finds that consumers' attitudes toward social commerce sites significantly influence the effects of e-word-of-mouth (eWOM) intention, intention to return, and e-purchase intention. This study provides an integrative approach to evaluating antecedents and consequences of consumers' attitude toward social commerce sites. Limitations and future research are discussed.     

The effects of influencer type,regulatory focus,and perceived authenticity on consumers' purchase intention

Companies often use influencers to promote their products, and many celebrities have expanded their activities on social media as influencers. In this work, we classified influencers into celebrity and noncelebrity groups and analyzed how they affect consumers' purchase intention. We also analyzed how psychological variables, such as regulatory focus and perceived authenticity affect this process. We conducted three studies with consumers in China, South Korea, and the United States who participated in each between-subjects experiment. The results showed that people have higher purchase intention for products recommended by noncelebrity influencers than those recommended by celebrity influencers. We also found that regulatory focus moderates the relationship between the influencer type and consumers' purchase intention. Purchase intention for products recommended by noncelebrity influencers were stronger among prevention-focused consumers. However, no significant difference in the effect of influencer type was found among promotion-focused consumers. We found that perceived authenticity mediated this moderating effect. The results of this study provide effective marketing strategies and implications for companies when they use influencers as a tool for marketing activities.     

Impact of Multiple Perceived Value on Consumers' Brand Preference and Purchase Intention: A Case of Snack Foods

This study explores product value with reference to brand development. The question of which perceived product value acts dominantly has received very little attention, in particular, whether multiple product value may importantly enhance consumers' brand preference/purchase. This research investigates relationships between multiple perceived snack foods' product value, brand preference and purchase intention. Findings show significantly positive effects of brand preference on purchase intention, and brand preference as a mediator between multiple perceived product value and purchase intention. Findings also reveal multiple value perceptions of snack foods, (e.g., functional-price/value for the money and performance/quality, emotional, and social dimensions) be significant in the formation of brand preference, whereas only functional-price/value for the money and emotional value relate to purchase intention directly.     

Modelling Perceived Quality in Fruit Products

Abstract

Quality is in the eye of the beholder. Therefore, the firm's marketing strategy must be carried out by taking into consideration not only the consumers' objectively measurable needs and expectations but also their subjective perceptions as to what actually constitutes a quality product. Turning to Olson and Jacoby's distinction regarding the difference between a product's intrinsic and extrinsic attributes, the authors performed the estimation of structural equation models in order to assess the contribution of fruit product attributes to the Spanish consumers' perception of quality. In this article, the authors demonstrate that: (a) perceived quality in fruit products is a multidimensional concept depending on both intrinsic and extrinsic attributes; (b) intrinsic attributes exert a greater influence on perceived quality in fruit products than do extrinsic attributes; and (c) a very limited number of attributes (only seven out of twenty) stand out as being statistically significant to the consumers' perception of quality in fruit products. Finally, they provide statistical estimates pertaining to the relative contribution of the most significant intrinsic and extrinsic attributes to perceived quality in fruit products.     

Consumers’ Intent: In the Organic Food Market

ABSTRACT

This paper examines the determinants that influence consumers' intention to purchase organic products. Ajzen's theory of planned behaviour (TPB) provides the conceptual framework of the research and the appropriateness of the theory is tested. A survey of 144 consumers was used to determine the beliefs which determine consumers’ intent to purchase organic food. Furthermore, attitudes, subjective norm, and perceived behavioral control were examined to determine whether they affect consumers’ intention to make organic products purchases. The findings offer considerable support for the robustness of the TPB in explaining intention in the sample. In addition, empirical evidence suggest that price, availability of organic products, product information and the subjective opinions of others are important determinants of consumers intent to buy organic products. The results are consistent with previous research.     

Community Banks and Internet Commerce

ABSTRACT

This study examines the factors affecting a community bank's decision to develop Internet-based applications using survey data from representative community banks and secondary data regarding the financial institution's financial performance data (Call Reports). The results from a logistic regression show that there is a significant size effect in developing web and Internet commerce applications. Other factors determining Internet commerce activities include IT costs, use of PC-banking options, and the perceived competition in the local commercial loan markets.     

Beyond presence: Creating attractive online retailing stores through the cool AR technology

Augmented reality (AR) is increasingly coming into the spotlight for its potential to improve the consumer experience through the creation of presence. This research aims to explore the theoretical mechanisms through which AR-based product presentation influences online store attractiveness and whether the effects differ in the purchasing contexts of hedonic and utilitarian product types. From the perspective of consumers' bidimensional experience, we find that AR increases online store attractiveness by creating perceived coolness (intrinsic attribute) and spatial presence experience (extrinsic attribute), which would further have a positive impact on consumers' purchase intention. The mediating mechanisms are different in purchasing contexts of various product types: for hedonic products, perceived coolness and spatial presence are parallel mediating factors leading to the improvement of online store attractiveness; while for utilitarian products, only the mediation effect of spatial presence presents. Our findings enrich the literature on AR marketing by proposing an insightful mediating force (i.e., perceived coolness) to complement the effect of presence, and explore the different purchasing contexts. We also provide managerial guidance for e-retailers to differentiate AR interface design for diverse product types to apply AR technology effectively.     

Understanding the inhibitors to consumer mobile purchasing intentions

Consumers frequently browse online stores via mobile (m-) channels but seldom realize transactions through m-channels. Although this m-purchasing yields an attractive growth opportunity for online retailers, existing research still insufficiently explains m-purchasing (intentions). Hence, this research develops and empirically tests a model of m-purchasing intention. This study's findings suggest that both task-related (e.g., perceived security risk of m-purchasing) and m-channel-related (e.g., perceived security risk of m-channels) factors inhibit consumers' decision to use m-channels for online transactions. Prior experiences with m-purchasing moderate the effect of perceived m-purchasing security risk on m-purchasing intention; the effect is stronger for experienced than for inexperienced consumers.     

To use or not use: Understanding Chinese consumers' intention toward “serving chopsticks”

Serving chopsticks (or “community-use chopsticks”) refers to chopsticks that are used to serve food from a shared dish to an individual's plate, they are used because of concerns about hygiene. This study aims to examine consumers' perceived values toward serving chopsticks and provide an insight into the formation of consumers' intentions to use serving chopsticks. A mixed-method approach was utilized to collect data; interviews were conducted with 62 consumers, followed by a web-based survey with 630 consumers. Qualitative analysis and structural equation modeling analysis were used in the data analysis. Qualitative analysis highlighted four dimensions that contribute to consumers' perceived value of serving chopsticks: functional, altruistic, symbolic, and emotional values. Structural equation modeling analysis illustrated that the more positive values consumers endorse toward serving chopsticks, the stronger they believe not using serving chopsticks has negative consequences. Also, the more they feel responsible for problems caused by not using serving chopsticks, the more they feel personally obliged to use serving chopsticks. Moreover, subjective norm was confirmed as having positive impacts upon consumers' intention to use serving chopsticks. This study contributes to the development of the value-belief-norm theory through exploring the dimensions of the value construct. In addition, the results can assist governments and industry in developing more effective strategies that promote the use of serving chopsticks.     

Consumer purchase intentions for green products: Mediating role of WTP and moderating effects of framing

This research examines the role of consumers' willingness to pay (WTP) in the purchase decision process for a green product and investigates the moderating effects of two types of framing: price and ecological message claim. Using an experimental design, 262 participants were assigned randomly to one of nine conditions (3 price × 3 ecological message frames). The results reveal a mediating effect of WTP on the relationship between consumers' perceptions and purchase intentions. Furthermore, a price framed in aggregate terms reinforces the positive effect of WTP on purchase intention. The mere presence of an ecological message claim also enhances the relation between WTP and purchase intentions. This research proposes ways marketers can promote their green products. The results encourage the use of ecological messages and frames of prices in an aggregate form to enhance consumers' purchase intentions through WTP.     

Examining consumers' continuous usage of multichannel retailers' mobile applications

This paper examines the variables influencing a consumer's satisfaction and continuous use of a multichannel retailer's mobile application. Drawing upon the Expectation Confirmation Model for Information Technologies, post-adoption literature, and consumer behavior literature, we assess pertinent factors on the continuous usage of multichannel retailers' mobile apps. Through a sample of 1009 consumers who retained a retailer's mobile app for more than 6 months and conducting Structural Equation Modelling, the findings illustrate that utilitarian variables (perceived usefulness, ease of use, and personalization), hedonic variables (perceived enjoyment), and a brand-related variable (consumer loyalty intention toward the retailer's brand), play a significant role in influencing continuous usage of multichannel retailers' mobile apps. In contrast to e-commerce research, the study outlines that escapism plays a negative role in both consumer satisfaction and intention to continue to use a multichannel retailer's mobile app. Previous research points to the fact that consumers' retention of retailers' apps is low. This paper contributes to the emerging literature on consumers' continuous use of retailers' mobile apps through enhancing our understanding of technology and non-technology-related variables.     

Augmented reality shopping application usage: The influence of attitude,value, and characteristics of innovation

Consumers' intentions are crucial to the wide usage of augmented reality shopping applications (ARSAs). Combining innovation diffusion, perceived value, and attitude theories, this study proposes a theoretical model that identifies the antecedents of consumers' innovation to use ARSAs and specifies their interrelationships. A total of 379 consumers were surveyed using questionnaires, and the data were analyzed through confirmatory factor analysis and structural equation modeling. Results show that the effects of the perceived relative advantage, perceived compatibility, and perceived observability on consumers' intentions to use ARSAs are mediated by consumers' attitudes toward ARSAs. In addition, attitudes have an indirect impact on consumers' intentions to use ARSAs through perceived value. Theoretically, this study synthesizes behavioral theories anchored on innovation and marketing to explain consumer's use intention. Managerially, this study provides strategic recommendations for technology companies developing ARSAs and retailers wishing to adopt ARSAs.     

Power-Dependence and Reseller Influence on SMEs' Continued Use of Online Direct Sales Channels: An Empirical Study

A dual-channel model with a physical sales channel and an online direct sales channel (ODSC) frequently causes channel conflicts. Small- and medium-sized enterprises (SMEs) using such a model may be forced to suspend ODSC to ease conflicts and maintain traditional resellers. From a channel conflict perspective, this study investigates a few critical factors underlying SMEs' intention to continue with an existing ODSC. We develop a research model by integrating power-dependence theory and the technology acceptance model. Then we construct and administer a survey to a sample of US SMEs currently using the dual-channel model. Partial least squares regression is employed to analyze the data and evaluate the impact of four key factors on SMEs' continuance of ODSCs: perceived business value of ODSCs, perceived ease of continuance with ODSCs, reseller dependence, and reseller forceful actions. Findings of the study contribute to the understanding of supplier-reseller relationships and continued use of information technologies among SMEs.     

The effects of product scarcity and consumers' need for uniqueness on purchase intention

Scarcity strategies are employed by marketers to influence consumer decision making. Many famous brands have been designed and produced for the purpose of as being marketed as limited‐edition products to intensify consumer desire and intention to purchase them. However, very few studies have simultaneously integrated relevant constructs to explain the phenomenon of scarcity purchasing. To fill this void, this study develops a comprehensive research model in order to fully understand how scarcity affects consumer value perception and purchase intention. Simultaneously, two competing models are developed to compare the explanation power of Lynn's Scarcity–Expensiveness–Desirability (S‐E‐D) model and Synde and Fromkin's desire for uniqueness model. The results suggest that the effects of scarcity on purchase intention through perceived uniqueness, perceived sacrifice and perceived value are stronger than the scarcity effects through assumed expensiveness, perceived quality, perceived sacrifice and perceived value.     

Customers’ intention to adopt smart lockers in last-mile delivery service: A multi-theory perspective

Many logistics service providers are now adjusting their business service strategies to satisfy consumers' higher demands and expectations. An automated parcel locker for self-pickup is one of the options; however, there is currently no smart locker service available in Thailand. This study integrates resource matching theory, innovation diffusion theory, and theory of planned behavior to clarify Thai consumers' intention to utilize smart lockers. The data for this study were received from 302 participants living in Thailand. Convenience, reliability, privacy security, compatibility, relative advantage, complexity, perceived behavioral control, and attitude were included in the questionnaire to test if they were significant determinants of consumers' intention to use smart lockers. The results reveal that convenience, reliability, privacy security, compatibility, relative advantage, complexity, perceived behavioral control, and attitude influence Thai consumers’ intention to use smart lockers. This study contributes to the literature on combining resource matching theory, innovation diffusion theory, and theory of planned behavior; this enriches theoretical research on self-service technologies in last-mile logistics delivery, and also provides insights for consumer behavioral research.     

What Promotes Online Group-Buying? A Cross-Cultural Comparison Study between China and the United States

Considering the universal prosperity of online group-buying (OGB), this research study used online surveys to gauge the impact of perceived risk, opinion seeking, and hedonistic/recreational and brand conscious decision-making styles on consumers' OGB intention in two diametrically distinguished countries—China and the United States. The research findings indicated both cultural similarities and differences in the mechanisms underlying Chinese and American consumers' OGB intention. Perceived risk emerged as the most important predictor in the U.S. data while brand consciousness was the key driver of Chinese consumers' OGB intention. Promotion and management implications based on the research findings are also presented.