Green-certified vegetables are nutritious, attractive to the senses, and in line with the principles of sustainable development. The objectives of this study are to reveal the mechanism of ...green-certified vegetable consumption; that is, to explore the key influencing factors behind consumers' purchase intentions, purchase behavior, and willingness to pay for green-certified vegetables. Based on the Theory of Multi-attribute Attitudes and the Theory of Planned Behavior, a research framework of the consumption mechanism oriented to consumers' preferences regarding green-certified vegetable quality was established. By collecting 520 questionnaires from Beijing, China, the model was confirmed by the ordered logistic regression and interval linear regression method. The results showed that consumers have heterogeneous quality preferences, and their purchase intentions and purchase behavior levels are relatively high, with an average willingness to pay (WTP) of 138.58%. The key influencing factors driving consumers' purchase intentions, purchase behavior, and WTP include protein content belief, mineral content belief, vitamin content belief, organic vegetable safety belief, freshness belief, and taste belief. In addition, color belief and packaging quality belief significantly influenced consumers' WTP, while origin reputation belief and brand reputation belief significantly influenced consumers' purchase intention and purchase behavior. The findings of this study can guide the supply side of green-certified vegetables to improve product quality according to consumer demand, so as to promote the sustainable development of green-certified vegetables.
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•Establishing a mechanism framework of green vegetable consumption behavior.•Identifying the key influencing factors of green vegetable consumption.•Implications of findings could guide the green vegetable industry stakeholders.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
This paper examines the effects of utilizing consumers’ digital shopping traces when designing in-store promotions on purchase behavior and brand image. In two experimental studies with 526 and 550 ...espondents, the authors examine the effects of omnichannel-based promotions (e.g. using digital shopping trace to offer a promotion when the consumer enters the physical store) in two different product categories (utilitarian vs. hedonic), spontaneous/planned purchases and two different retail industries (durable good vs. travel). The results show that retailers benefit from using digital shopping traces as it increases purchases and enhances brand imagery. The effects are moderated by product category and type of purchase.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK, ZRSKP
•Results confirm that uncertainty is the boundary mechanism triggering herd effects.•Imitation has a positive impact on buyers’ purchase intention and behavior in the context of social ...commerce.•Product-related uncertainties positively moderate the relationship between imitation and purchase intention.•Seller uncertainty doesn’t moderate the relationship between imitation and purchase intention.”
The purpose of this study is to explore how buyers’ imitation of others’ online behavior is positively associated with purchase behavior. In addition, we consider the moderating role that product uncertainty, seller uncertainty and product fit uncertainty play in the relationship between imitation and purchase behavior. Users in China who have purchase experience on Xiaohongshu were chosen to test the hypotheses. Finally, longitudinal data from 282 respondents was collected. The findings show that imitation has a positive impact on purchase intention. Purchase intention positively affects actual purchase behavior. Product uncertainty and product fit uncertainty positively moderate the relationship between imitation and purchase intention. But seller uncertainty doesn’t moderate the relationship between imitation and purchase intention. Both theoretical and practical contributions are also considered.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
This research provides a comprehensive delineation of the process that leads to the formation of green behavior by including the role played by media and attitude towards environment-friendly ...packaging, along with ecological concern and perceived consumer effectiveness. The study offers a parsimonious framework that measures the major antecedents of environmental attitude divided into inward and outward orientation. Moreover, it also measures the effects of these environmental attitudes and attitude towards green packaging on green purchase intention. A total of 308 usable questionnaires were obtained from Indian consumers and data analysis was conducted using confirmatory factor analysis and structural equation modeling. The results show that inward environmental attitude and attitude towards green packaging play a pivotal role in shaping green purchase intention. Surprisingly, outward environmental attitude was found to be non-significant. Findings offer implications for marketing managers and public policy makers, as well as reveal fruitful avenues for further research.
•Media influences environmental concern positively and inward environmental attitude negatively.•Inward environmental attitude impacts green purchasing.•Perceived consumer effectiveness emerged as strong predictor of inward environmental attitude compared to outward environmental attitude.•Environmental concern impact outward environmental attitude more compared to inward environmental attitude and attitude towards EF packaging.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK, ZRSKP
This paper explores the effects of multi-sensory congruent cues om shoppers’ emotions and purchase behavior in designing retail store atmosphere. Prior research suggests atmospheric stimuli to ...contribute to establish an appealing atmosphere and studies have confirmed that shoppers react to different stimuli. However, extant studies have not examined how multi-sensory congruent cues added to a visually dominant store atmosphere might impact shopper emotions and purchase behavior. The findings demonstrate a positive effect of multi-sensory congruent cues on shoppers’ emotions, through valence, and purchase behavior, through time spent and purchase. It is evident that shoppers perceive multi-sensory cues, such as auditory and olfactory ones, to be more effective in a dominant visual store atmosphere compared to only adding new visual stimuli. For retailers, a visually dominant store atmosphere should be designed more in the direction of a multi-sensory atmosphere in offering shoppers more appealing experiences of the retail setting.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK, ZRSKP
Abstract
Tea should be perceived more as a cultural product than a fast-moving consumer good with its roots deep in different cultures across nations. Nevertheless, consumer demands on tea have not ...been explored sufficiently from a cultural perspective. This research aims to examine motives that are driving Chinese tea consumption on two usage occasions, under the influence of the Chinese
renqing
,
mianzi
, collectivism, and man-nature unity culture. Linkage was established between Chinese culture and consumer motives. The factor analysis on 280 respondents identified five consumer psychological motives. Further logistic regression analysis suggested consumer motives and usage situations were related. The contribution of the findings is summarized. On one hand, this study adds to the limited understandings on consumer motives of tea in an emerging country from the cultural aspect. On the other hand, deep understandings of brand chasing, sustainability, and pragmatism motives should businesses to better serve consumers.
With the emergence of content-driven social commerce, designing marketing content that better stimulates consumer purchase behaviors has become increasingly essential. However, it remains unclear ...what and how linguistic features of marketing content in emerging social commerce influence consumer purchase behaviors. Drawing on speech act theory, this paper proposes a multi-level research model to conceptualize the linguistic features of content from the aspects of word usage (micro level), within-content argument development (macro level), and between-content linguistic mimicry (meta level), and investigate their impact on consumer purchase behaviors. With a unique dataset that includes 44,256 textual posts from JD WeChat shopping circle (a content-driven social commerce platform), this paper combines text mining methods with a series of regression analyses to test the research model. The empirical analyses find that the number of customers who make a purchase increases 1) at the micro-level due to self-referencing and detailing, 2) at the macro-level due to argument structuring, and 3) at the meta-level due to linguistic style matching, while linguistic content matching negatively affects the number of customers. These findings reveal how content creators strategically use language to design marketing content that encourages consumer purchase behaviors in emerging social commerce. This study has important theoretical contributions and practical implications.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK, ZRSKP
Dual-anchor live streaming represents a fresh development in the e-commerce arena. Both anchors not only engage in real-time interactions with viewers but also share nonverbal communication cues ...among themselves. However, the impact of these nonverbal cues on sales remains a fascinating void. In our study, we initially devise metrics for dual-anchor nonverbal communication, encompassing response latency, direct gaze, facial animation, and physical distance, across both auditory and visual dimensions. Utilizing real sales pitches, consisting of video recordings and sales data, we develop econometric models to assess the influence of dual-anchor nonverbal communication on consumer purchasing behavior. We discover that these nonverbal cues significantly affect audience purchasing in an inverted U-shaped pattern. Moreover, the effect of response latency on purchase is negatively moderated by anchors' speech rate. Surprisingly, as external observers, audiences can discern the interpersonal dominance between anchors through these cues, and both exceedingly low and high levels of nonverbal dominance may reduce the anchors' persuasiveness. With well control of streamer-related confounders, our results underscore the pivotal importance of nonverbal communication between dual anchors and identify optimal levels of their nonverbal interactions, providing practical guidelines for live streaming professionals.
•Devise measures for nonverbal communication cues of dual anchors in live streaming.•Gauge cues by response latency, direct gaze, facial animation and physical distance.•Reveal that nonverbal cues impact viewer purchase in an inverted-U shaped pattern.•Anchors' speech rate negatively moderates effect from response latency on purchase.•Identify optimal levels of nonverbal cues to guide live streaming practitioners.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK, ZRSKP
Tourists' purchase intention does not always lead to purchase behavior since there are significant differences in their influencing factors and mechanisms of formation. However, little research has ...examined and revealed these differences empirically. Through co-occurrence analysis of 345 tourists’ consumption-related studies and a further quantitative meta-analysis of 198 quantitative studies, this research shows that the formation of purchase intention is a more rational process, which is influenced by external factors related to information and quality through trust and avoiding cognitive dissonance (internal factors). Whereas the formation of purchase behavior is highly associated with service and environmental factors and usually a result of emotional response and satisfaction (internal factors). Moreover, meta-analysis reveals safety is the most important factor influencing purchase intention, followed by price, and service environment is most influential for purchase behavior, followed by product packaging.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Recommender systems appear all across the internet. For e-retailers, this represents an opportunity to get more and niche products before customers’ eyes. However, we find that while implementing ...recommender systems does increase overall sales figures, it does not generally improve the relative sales for niche items, leading to a rich-get-richer situation. We find, across a wide range of product categories, that the use of traditional collaborative filters (CFs) is associated with a decrease in sales diversity relative to a world without product recommendations. The decrease in aggregate sales diversity may not always be accompanied by a corresponding decrease in individual-level consumption diversity. In fact, it is even possible for individual consumption diversity to increase as aggregate sales diversity decreases. CFs help individuals explore new products, but similar users still end up exploring the same kinds of products, resulting in concentration bias at the aggregate level. There is one insight for management: Traditional collaborative filters carry the unintended consequence of increasing concentration bias. A firm interested in exposing consumers to a broader assortment of products may prefer a different design from another simply interested in maximizing sales.
We investigate the impact of collaborative filtering recommender algorithms (e.g., Amazon’s “Customers who bought this item also bought”) commonly used in e-commerce on sales diversity. We use data from a randomized field experiment run on the website of a top retailer in North America across 82,290 products and 1,138,238 users. We report four main findings. First, we demonstrate and quantify across a wide range of product categories that the use of traditional collaborative filters (CFs) is associated with a decrease in sales diversity relative to a world without product recommendations. Furthermore, the design of the CF matters. CFs based on purchase data are associated with a greater effect size than those based on product views. Second, the decrease in aggregate sales diversity may not always be accompanied by a corresponding decrease in individual-level consumption diversity. In fact, it is even possible for individual consumption diversity to increase while aggregate sales diversity decreases. Third, copurchase network analyses show that while recommenders can help individuals explore new products, similar users still end up exploring the same kinds of products, resulting in concentration bias at the aggregate level. Fourth and finally, there is a difference between absolute and relative impact on niche items. Specifically, absolute sales and views for niche items in fact increase, but their gains are smaller compared with the gains in views and sales for popular items. Thus, whereas niche items gain in absolute terms, they lose out in terms of market share. We discuss economic impacts and managerial implications.
The online appendices are available at
https://doi.org/10.1287/isre.2018.0800
.
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