Hypothetical Purchase Tasks (HPTs) simulate demand for a substance as a function of escalating price. HPTs are increasingly used to examine relationships between substance-related correlates and ...outcomes and demand typically characterized using a common battery of indices (Intensity, Omax, Pmax, Breakpoint, Elasticity). This review examines the relative sensitivity of the HPT indices. Reports were identified using the search term “purchase task” in PubMed and Web of Science. For inclusion, reports had to be original studies in English, examine relationships between HPT indices and substance-related correlates or outcomes, and appear in a peer-reviewed journal through December 2017. Indices were compared using effect sizes (Cohen's d) and the proportion of studies in which statistically significant relationships were observed. The search identified 1274 reports with 114 (9%) receiving full-text review and 82 (6%) meeting inclusion criteria. 41 reports examined alcohol, 34 examined cigarettes/nicotine products, and 10 examined other substances. Overall, statistically significant relationships between HPT indices and substance-related correlates and outcomes were most often reported for Intensity (88.61%, 70/79), followed by Omax (81.16%, 56/69), Elasticity (72.15%, 57/59), Breakpoint (62.12%, 41/66), and Pmax (48.08%; 25/52). The largest effect sizes were observed for Intensity (0.75 ± 0.04, CI 0.67–0.84) and Omax (0.64 ± 0.04, CI 0.56–0.71), followed by Elasticity (0.44 ± 0.04, CI 0.37–0.51), Breakpoint (0.30 ± 0.03, CI 0.25–0.36), and Pmax (0.25 ± 0.04, CI 0.18–0.33). Patterns were largely consistent across substances. In conclusion, HPTs can be highly effective in revealing relationships between demand and substance-related correlates and outcomes, with Intensity and Omax exhibiting the greatest sensitivity.
•A systematic literature review of studies using hypothetical purchase tasks (HPTs)•The review exclusively focused on studies using HPTs to assess substance use.•Overarching aim was to assess the relative sensitivity of the five HPT indices.•Intensity and Omax were more sensitive than Elasticity, Breakpoint, or Pmax.•That pattern had generality across multiple substances and study types.
Purpose
Nowadays, understanding green consumers has become very critical given its implications for marketers to understand and communicate green purchase patterns on the one hand, and to design and ...strategize both product offerings and customer services on the other hand. The purpose of this paper is to examine the interaction effect of product attributes on the degree of environment concern, the intention of green purchase and a series of green purchase proposed patterns. This paper is built on the theory of planned behavior, and expands it by replacing subjective norms and perceived behavioral control with respectively environmental knowledge and perceived consumer effectiveness, and also by extending purchase behavior to three types of purchase patterns, namely, unconditional purchase, conditional purchase and accidental purchase.
Design/methodology/approach
The interaction effect is analyzed through ANOVA, whereas path analysis is used to understand path strengths of proposed model, which is assessed through standardized regression weights and significance through
p
-value.
Findings
Overall, this study reveals the importance of product attributes in the decision-making process of green purchasers.
Research limitations/implications
This study deals with environmental behavior in general, and further research with a focus on specific behaviors is needed in this field investigating the rise of green consumption.
Practical implications
Product attributes play a role in the decision making of consumers willing to buy green products, and both communication and promotion of green products should integrate product attributes accordingly.
Originality/value
Worldwide, consumers are buying more and more green products, and this study leads to a better understanding of the decision-making process of consumers’ green products.
Customer purchase prediction is increasingly recognized as a crucial marketing strategy in B2C e-business, promising enhanced business profitability and customer satisfaction. Although this topic has ...attracted substantial interest from both academics and practitioners, there remains a scarcity of comprehensive systematic reviews and clearly defined future research agendas. To fill the research gap, this study utilizes bibliometric and thematic analyses to examine 98 articles on customer purchase prediction in B2C e-business published from 1995 to 2023. The bibliometric analysis reveals a rapid evolution and growing focus within the field, and the thematic analysis uncovers the research focus of existing studies, identifying key thematic clusters. Furthermore, this study discusses key takeaways and their implications, providing valuable insights to guide further research in this area. This study contributes to highlighting the development of the existing research, identifying research focuses, presenting major thematic clusters with detailed content analysis, and clarifying potential knowledge areas for future researchers. These insights, along with a summary of dominant methodologies, equip practitioners and scholars with essential knowledge to further explore customer purchase prediction in B2C e-business.
This study investigates why some customers of a brand tend to purchase IT products launched by the same brand in a different category, but others do not. Combining insights from marketing and ...information systems research, this study develops an integrative model of cross‐category purchases of IT products in a brand extension context. This research extends the information system (IS) continuance model by integrating brand extension factors such as perceived fit into the new model. The proposed model is empirically tested using data collected from 342 Xiaomi customers. The results show that in addition to post‐acceptance usefulness perceptions and brand satisfaction, the perceived service quality and perceived fit of the initial purchase also have strong effects on consumers’ continuance purchase intentions toward a brand extension product. Hedonic and utilitarian expectancy mediate the relationship between consumers’ post‐consumption views of the initial purchase and their intention of the subsequent purchase of a different product under the same brand.
Objetivo: Este estudo tem como objetivo esclarecer o efeito da discrepância de desconto na intenção de compra dos consumidores. Propomos, testamos e fornecemos evidências e explicações sobre a ...mediação das emoções do consumidor na relação entre discrepância de desconto e intenção de compra. Design/metodologia/abordagem: Realizamos um estudo experimental com cenários de varejo de roupas. Testamos e confirmamos a mediação das emoções do consumidor no efeito da discrepância de desconto percebida na intenção de compra. Este artigo utiliza essa evidência empírica para incorporar a perspectiva emocional dos consumidores ampliando explicações prévias sobre por que e como a discrepância de desconto percebida afeta a intenção de compra dos consumidores. Conclusões: Em uma situação de discrepância de desconto, o consumidor aumentará as emoções negativas, diminuirá as emoções positivas e diminuirá a intenção de compra. Os sentimentos mais citados foram frustração, desapontamento e irritação. Originalidade: Este estudo é a primeira aplicação do modelo emoção-expectativas na análise de descontos de preço e discrepância de desconto. Implicações gerenciais: A principal implicação gerencial para os varejistas é evitar a surgimento de discrepância de desconto. Estabelecemos orientações para evitar a sua percepção, ações para minimizar seu efeito negativo e discutimos as implicações para políticas públicas. Limitações da pesquisa: Os dados estão limitados à categoria de produtos de vestuário, que é vista como hedonista.
Objetivo: investigar o impacto da Fluência (Facilidade) e Disfluência (Dificuldade) Perceptiva (características físico-visuais) e Conceitual (conteúdo/significados) na credibilidade dos eWOMs ...(Electronic Word-of-Mouth) e nas intenções de compra. Metodologia: em dois experimentos on-line manipulamos a valência dos eWOMs (negativo versus positivo) e a (Dis)Fluência, testando os efeitos diretos dos eWOMs positivos nas intenções de compra (H3) e os efeitos mediadores da credibilidade (H1) de eWOMs negativos disfluentes (H2). Relevância/originalidade: até onde sabemos, este é o primeiro estudo a verificar os efeitos da (Dis)Fluência dos eWOMs nas intenções de compra e os efeitos mediadores de sua credibilidade. Principais resultados: embora estudos anteriores indiquem efeitos gerais simétricos da (Dis)Fluência em avaliações positivas e negativas, aqui demonstramos que apenas a credibilidade dos eWOMs negativos foi impactada pela Disfluência, resultando em um efeito indireto nas intenções de compra. A Disfluência não reduziu a credibilidade dos eWOMs positivos, mantendo um efeito direto enviesado. Ainda, esses resultados são válidos mesmo com consenso e múltiplas evidências de eWOMs. Contribuição teórica: Demonstramos que os efeitos da (Dis)Fluência na credibilidade dos eWOMs (e intenções de compra) dependem da valência dos eWOMs. Especificamente, enquanto a Disfluência (legibilidade, ou dificuldade de recordação) afetou a percepção dos eWOMs negativos, esta não afetou os eWOMs positivos, mantendo sua credibilidade e induzindo deliberações mais rápidas. Contribuições Sociais/Gerenciais: Ainda, essas manipulações de (Dis)Fluência são semelhantes às que ocorrem diariamente (como “tema/modo escuro” de smartphones e, variações de cores/tipos de fontes) com ou sem intenção do gestor, aumentando as intenções de compra.
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•Consumption target moderates the effectiveness of scarcity versus popularity cues.•Scarcity cues outperform popularity cues for self-purchase.•Popularity cues (vs. scarcity cues) are ...more effective for other purchase.•Self-other overlap moderates the “popularity for others” effect.•Price level was found to be a moderating factor of the proposed theory.
In the online retailing context, we explore the impact of the consumption target on the relative effectiveness of scarcity versus popularity cues. Purchasing for oneself often triggers a need for uniqueness while purchasing for someone else is more uncertain and risky. We propose that the consumption target moderates the relative effectiveness of scarcity versus popularity cues in marketing promotions. Specifically, we predict that when purchasing for oneself, scarcity cues outperform popularity cues in eliciting purchase intentions, whereas when purchasing for someone else, popularity cues are more effective. In addition, we propose the serial mediation effect of perceived product uniqueness→perceived product value to explain the “scarcity for me” effect and the serial mediation effect of perceived consumption risk→perceived product value to explain the “popularity for others” effect. Further, we propose self-other overlap as a moderator of the “popularity for others” effect. Last but not least, we examine price level as a moderating factor of the proposed theory. Evidence from Google Trends analysis and four experimental studies across a variety of scenarios confirm the theorization. Based on our findings, we discuss theoretical contributions and managerial implications and suggest directions for future research.
This paper presents a unique model which investigates the effects of consumers' biospheric values on their purchase behaviour of energy efficient household appliances. Data were obtained in Vietnam ...from 682 shoppers in large electronic appliance stores. The findings reveals that biospheric values encourage active engagement in pro-environmental purchase behaviour by enhancing consumers' attitudes towards environmental protection, their subjective norms and environmental self-identity, and by mitigating their perceived inconvenience associated with eco-friendly products. Additionally, these findings were moderated by consumers' past purchase behaviour. The implications for retailers, marketers and other stakeholders are discussed and future research directions presented.
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