Factors influencing clothing interest and purchase intention: a study of Generation Y consumers in Malaysia*

The purpose of this study is to examine the factors influencing clothing interest among Generation Y consumers in Malaysia. Brand image, word of mouth (WOM), self-concept, perceived quality, and need for uniqueness were hypothesized to be related with clothing interest, which in turn, was deemed to be related with purchase intention. The interaction effect of price consciousness on the relationship between clothing interest and purchase intention was also examined in this study. Self-administered questionnaires were used to collect data from a total of 300 respondents from Malaysia to test the hypothesized relationships. Results showed that need for uniqueness, self-concept, brand image, WOM, and perceived quality are significant predictors of clothing interest among the Generation Y consumers in Malaysia and price consciousness moderated the relationship between their clothing interests and purchase intention. The practical implications of the research findings were discussed.     

A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention

This research develops a conceptualized model that illuminates the role of luxury perceptions in explaining consumer engagement in social media WOM and luxury purchase intention. It also explores the moderating effects of consumer demographic characteristics and perceived social status. The proposed model is validated by using SEM in AMOS against 282 samples, and chi-square difference test is applied to test the moderating effects. The findings demonstrate that social media WOM positively influences consumer luxury purchase intention. Perceived quality highly influences functional and social value, and social media WOM is strongly influenced by personal and functional value. This research 1) highlights the powerful role of social media WOM in enhancing luxury brands purchase intention, 2) extends current body of knowledge of the social media WOM and its focal antecedents, and 3) shows how consumer characteristics (e.g., age, gender, income, education, perceived social status) are important for developing customized marketing strategy to promote luxury brands on SNS. Overall, this study helps firms to understand which aspect of luxury brands to be emphasized to initiate consumers into social media WOM, which in turn, influences purchase intention.     

Exploring the Effects of Compliance/Non-Compliance Message Framing,Desirability of End States,and Brand Zealotry on Consumers’ Responses to Wearables Advertising

Abstract

An experiment examined the combinatory effects of advertising message framing, desirability of end states, and brand zealotry on consumers’ responses to wearables advertising. The compliance framed ad elicited more favorable ad attitude, purchase intention, and word of mouth (WOM) intention compared with the noncompliance framed ad. Results also showed brand zealotry moderated the interaction between message framing and desirability of end states on WOM intention. Specifically, for low brand zealotry individuals, the compliance-framed ad elicited greater WOM intention than the noncompliance-framed ad regardless of the desirability of end-states. The desirable end-state ad triggered a greater WOM intention than the undesirable end-state ad regardless of message framing. For high brand zealotry individuals, the effect of message framing on WOM intention relied on the desirability of end-states. Theoretical and practical implications were discussed.     

Linkages of retailer awareness,retailer association,retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands

The present study was an effort to explore the direct and indirect impacts (mediated through retailer loyalty) of retailer awareness, retailer association and retailer perceived quality on purchase intention. Seven hypotheses were developed with relevant literature support. The hypotheses were tested with primary data (n=355) collected through structured questionnaire using systematic sampling from food retail shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Structural equation modeling statistical technique was used to test the hypotheses. Results revealed that retailer awareness, retailer association, retailer perceived quality and retailer loyalty have positive impacts on purchase intention. Results also found that the indirect impacts (mediated though retailer loyalty) of retailer awareness, retailer association and retailer perceived quality on purchase intention are stronger than the direct ones. Academic and managerial implications are further discussed.     

The multiple effects of service innovation and quality on transitional and electronic word-of-mouth in predicting customer behaviour

In the service industry, word of mouth (WOM) has become an important indicator for influencing customer behaviour and developing marketing strategies. The current study develops a new theoretical model to analyse the moderating mechanism of electronic WOM, and further considers a multiple mediation analysis of how service innovation may influence in-person word of mouth (WOM) through service quality and brand loyalty. The results show that managers need to focus on WOM to improve customer service quality perception and encourage revisits. A study of 939 customers of a famous hotpot restaurant provides supporting evidence for this moderated mediation analysis. This study also discusses how this intriguing design of moderated mediation could be clarified using regulatory focus theory and further literature.     

Investigating the consequences of word of mouth from a WOM sender’s perspective in the services context

Abstract

Employing scenario-based experiments, this paper examines the effect of word of mouth (WOM) on the sender’s intention to give future WOM about the focal service provider and the self-enhancement derived from articulating WOM. Extant WOM literature considers self-enhancement as a key driver of positive WOM. This paper provides empirical evidence that a reverse effect exists and that self-enhancement is also an outcome of WOM behaviour. Results indicate that the impact of WOM on self-enhancement has substantive significance and holds for both positive and negative WOM. The effect of WOM on intentions is only partially supported. Finally, tie strength between the WOM participants partially moderates the relationship between the variables. Importantly, the impact of negative WOM is stronger than that of positive WOM.     

Will they pitch or will they switch? Comparing Chinese and American consumers

This study compares the conditions for consumer satisfaction and word of mouth (WOM) between Chinese and American consumers. The authors utilize a between‐subjects factorial design experiment to investigate the effect of service experience (positive or negative) and consumption context (hedonic vs. utilitarian) across these two cultures. Results indicate that consumers perceive higher levels of satisfaction and switching costs, and provide higher WOM intention for positive than for negative service experiences. The relationship between service experience and perceived switching costs is further moderated by consumption context and culture. Of importance is the critical mediating role of consumer satisfaction in driving perceived switching costs and WOM intention. The comparison of Chinese and American consumers also reveals the distinct switching behaviors between the two groups of consumers, which can be explained from a cultural perspective. The study findings provide insights into provider‐switching and WOM‐spreading behaviors by Chinese and American consumers, under hedonic versus utilitarian consumption contexts.     

Antecedents of Perceived Value and Repurchase Intention of Organic Food

The rise of the natural and organic products market follows a global trend of increasing demand largely due to the growth of environmental awareness and the concern of having a healthier diet. Thus, the objective of this study is to propose and test a theoretical model based on antecedent constructs of perceived value and repurchase intention on the consumption of organic products. The results, based on 256 consumers of organic products, confirm the positive relationship between environmental awareness and perceived quality, healthy consumption, and perceived price fairness. Moreover, they underpin the influence of healthy consumption, perceived price fairness and perceived quality on perceived value, and lastly, the influence of perceived value on repurchase intention. Therefore, this study can help practitioners and consumers comprehend in a more systematic way the buying behaviour of this food category.     

For Indian online shoppers,have saying and doing parted ways?

Grounded in the theory of planned behavior (TPB) and based on both perceptual as well as behavioral data, the study explores e‐service quality (e‐SQ) dimensions’ influence on merchandise value perception (MVP) and how these value perceptions, in turn, impact shopper loyalty intention, finally leading to word‐of‐mouth (WOM) and store patronization behavior. The model was tested for measurement and structural validity, mediation by MVP, and moderation by gender. Findings suggest that: (1) e‐SQ dimensions of efficiency and fulfillment have direct effect on MVP; (2) MVP is a key mediating variable facilitating “indirect‐only” mediation between e‐SQ dimensions and online shoppers’ loyalty intentions; (3) mediation by MVP is not moderated by gender; (4) strong association between shoppers’ loyalty intention and intention to spread positive WOM; and (5) “saying” and “doing” are incompatible because online shoppers’ loyalty intentions or WOM do not translate into store patronization behavior.     

A longitudinal examination of the effects of retailer–manufacturer brand alliances: The role of perceived fit

Abstract

One resource that has been identified as a valuable source of competitive advantage is the equity associated with an organisation's brands. Organisations devote considerable resources to developing strategies that allow them to build and/or maintain strong brand names. This study investigates brand alliances between retailers and manufacturers. The role of perceived fit between the partnering brands is explored. In addition, the study examines the influence that retailer–manufacturer brand alliances have on: retailer equity; manufacturer brand equity; the intention of consumers to frequent the stores of the retailer involved in the brand alliance (shopping intention); and the intention of consumers to purchase products from the manufacturer involved in the brand alliance (purchase intention).     

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.     

Antecedents of Perceived Quality in the Context of Internet Retail Stores

This study investigates specific antecedents of perceived service quality in the Internet environment for trust to a retail store, experience with e-commerce, Internet familiarity, excitement with e-commerce, extent of using e-commerce, frequency of purchases from a company, in addition to exploring the reasons for shopping on line: such as price discounts, convenience, product availability, and purchase conditions. The results indicate that perceived e-service quality is comprised of four key dimensions: information, user friendliness, interaction / adaptation and aesthetics. Moreover, the study reveals that different dimensions of perceived e-service quality are influenced by diverse antecedents. For instance, whilst customer trust to a company influences all four dimensions, Internet familiarity has an impact solely on user friendliness. This picture remained when the type of store, either pure dot. com versus hybrid retailer, was tested as a moderator variable. Implications for practice, the limitations of the study, and directions for future research are discussed.     

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.     

Unveiling ways to reach organic purchase: Green perceived value,perceived knowledge,attitude, subjective norm,and trust

This paper aims to investigate organic food consumption based on the perspectives of an extended research model by integrating the theory of consumption value (TCV) and the theory of reasoned action (TRA). First, we tried to find out how five consumption values of functional, social, emotional, conditional, and epistemic in classic TCV influence consumption choice especially in the sustainable consumption domain of organic food, interpreted as green perceived value (GPV) in the reflective-reflective second-order latent. Second, as an attempt to extend the classic TRA, this study included trust and perceived knowledge in the research model in addition to the subjective norm, attitude, and behavioral intention. A partial least square structural equation method (PLS-SEM) was adopted to examine our research model with 251 samples. Our results revealed that GPV significantly affects consumer attitudes. Consumer attitudes and subjective norms also have a significantly positive effect on purchase intention. As an extended TRA, GPV has a significantly positive effect on trust while trust significantly impacts purchase intention. Further, perceived knowledge positively influences attitude and trust. By jointly considering TCV and TRA, this study proposes several implications emphasizing how GPV and perceived knowledge affects consumers’ organic food consumption choice based on the role of increased trust.     

The low effect of perceived risk in the relation between hedonic values and purchase intention

ABSTRACT

This research seeks to identify the influence of perceived risk in the purchase intention environment regarding innovative technological products, and also to understand how brand trust reduces the expected impact of this risk due to the hedonic and utilitarian characteristics influencing purchase intention. Quantitative research was carried out and analysed through structural equation modelling, where the influence of perceived risk on utilitarian value and purchase intention was identified, as well as the influence of brand trust in reducing this risk. The conceptual implications of the study describe as the perceived risk moderates hedonic features less compared to utilitarian features regarding purchase intention, thus demonstrating that emotional relationships are less affected by this risk. The managerial implications suggest that devices with utilitarian characteristics should be more carefully planned according to their brand and complexity, while hedonic products do not require brand trust to guarantee consumers’ purchase intention in the current innovative scenario.     

The influence of product and personal attributes on organic food marketing

The study adapts the theory of planned behaviour and proposes organic food-related attributes that constitute perceived behavioural control and individual attributes influence quality assessment and purchase intention. The study analyses these relationships separately for individuals who have purchased organic food and those who have not. Data were collected in two stages and conducted in both online and face-to-face formats. The findings show that surface food attributes in general have no significant influences on either quality assessment or purchase intention for both groups of consumers; whereas the attributes that are reflective of food safety and environment issues do. The latter explain additional variance in both quality assessment and purchase intention. Consumers’ purchase styles have significant moderation effects on product quality assessment and purchase intention in both groups. Implications are provided for researchers and practitioners to conclude the paper.     

How do you feel when you see a list of prices? the interplay among price dispersion,perceived risk and initial trust in Chinese C2C market

The issues of trust fraud, product genuineness and price dispersion jointly make Chinese C2C buyers difficult to identify trustworthy sellers with a low price. Little is known about the generation of initial trust when buyers search products and receive lists of widely ranged prices. This study proposes a theoretical model to explain how price dispersion interacts with other factors in C2C purchase, such as initial trust, perceived risk, perceived value and purchase intention. Product type is considered as a moderator. 261 students were invited in a survey-based experiment. The results from PLS analysis show that price dispersion negatively affects perceived value, whilst, positively affects perceived risk, which further influences perceived value negatively. Price dispersion also negatively influences initial trust through perceived risk. Moreover, the negative effects of price dispersion are stronger when buyers purchase high-touch products.     

How Do Price Perceptions of Different Brand Types Affect Shopping Value and Store Loyalty?

This research investigates the relationships among price perceptions for different brand types (national brands, standard store brands, regional store brands, organic store brands), shopping value dimensions (quality, price, social, and emotion value), and store loyalty (retention and word of mouth (WOM)). A comprehensive model depicts determinants of customer store loyalty. Using structural equation modeling, the model test includes 671 consumers intercepted during shopping trips. The data analysis yields several surprising results. In particular, low product price perceptions do not necessarily signal negative store quality evaluations. Shopping value dimensions influence store retention loyalty and WOM behavior differently. Furthermore, different brand types exert distinct effects on the value creation process. Favorable prices for national and standard store brands have comparable positive effects on store price value and emotional value creation; appealing prices of regional store brands instead reduce the emotional value of the store, and low prices for organic store brand products significantly increase social value creation.     

To praise or not to praise- Role of word of mouth in food delivery apps

This study examined the determinants of word of mouth, using the dual-factor theory in the context of food delivery apps (FDA) during the ongoing Covid-19 pandemic, which has created unique challenges and opportunities for the hospitality industry. We proposed and tested an integrated model by examining both enablers (i.e., trust, perceived benefit, quality control) and inhibitors (i.e., advertisement overload, perceived threat, quality issues) of FDA usage as antecedents of positive word of mouth (PWOM) and negative word of mouth (NWOM). Our results revealed that trust and perceived benefit drive PWOM, while advertisement overload and quality issues lead to NWOM. We also found some counterintuitive and unique results; for instance, perceived benefit leads to NWOM, the perceived threat does not result in NWOM, and quality control does not necessarily result in PWOM. Through these findings, we provide empirical evidence and recommend managerial interventions to help restaurant owners and FDAs navigate crises like the ongoing pandemic.     

Evaluating the purchase behaviour of organic food by young consumers in an emerging market economy

Promoting consumer purchase behaviour of eco-friendly products is key to environmental sustainability. This research aims to investigate how different factors may enhance or impede young consumers’ intentions to purchase a specific type of eco-friendly product, i.e. organic food. Data were obtained from 289 respondents in an emerging market economy, i.e. Vietnam. Multivariate data analysis using structural equation modelling revealed that food safety concern, health consciousness and media exposure to food messages played integral roles in the formation of attitude towards organic food. Interestingly, consumers’ environmental concern and food taste were of little value in predicting their attitude. Notably, perceived barriers (i.e. high price, inadequate availability, poor labelling and extra time required) significantly impeded both attitude and purchase intention towards organic food. The insights gained from this research extend current knowledge about pro-environmental behaviour in developing countries and they have important practical implications for marketers and other key stakeholders.