This study is based on women in their 20s and 30s who had purchased beauty products in Chinese e-commerce live broadcast. In order to verify the impact of live broadcast characteristics on the ...intention of buying beauty products, the survey was conducted using WeChat, Wenjuanxing Program from April 25 to May 20, 2021, and 572 research subjects were analyzed. And the data analysis was conducted by using SPSSWIN 21.0 program for frequency analysis, factor analysis, reliability identification, technical statistical analysis, correlation analysis, and multiple regression analysis. The results of the study were as follows: The participants were mostly unmarried, bachelors and professionals aged 20 to 25. In terms of the characteristics of e-commerce live broadcast, the three factors with higher average scores are: 3.78 points for service, 3.68 points for interaction, and 3.65 points for intention to buy beauty products. The purchase intention of beauty products reflects that the interaction of e-commerce live broadcast characteristics, the relationship between service and positive(+), interaction and service have an important influence on the purchase intention of beauty products. This proves that the higher the service and interactivity of the live broadcast feature, the higher the intention and relevance of buying beauty products, and it will have a positive impact. The characteristics of e-commerce live broadcasts provide an effective service marketing strategy for attracting Chinese women to buy beauty products.
The study aims to investigate the Celebrity Based Advertisements which may affect the Consumer's Purchase Intentions towards Selected Mobile Service providers in Delhi. Main focus of the study is on ...(1) To analyze the factors which influence the consumer purchase intentions (2) To identify & assess the influence created by celebrity endorsed advertisements and its impact on consumer purchase intentions. (3) To identify the factors which affects and motivate the purchase attitude of respondents.
A Questionnaire is prepared and filled by the respondents. ANOVA and chi-square test x2 is used for data analysis. The study concludes that celebrities endorsed advertisement helps in creating the awareness regarding the product brand, image, and company's goodwill in the mind of the consumers.
In this study, we examine the mediating role of a consumer's personal reciprocity in the relationships between brand trust, brand loyalty and product familiarity, and future purchase intentions. Data ...from 308 printer users in Hong Kong reveals that a consumer's personal reciprocity partially mediates the relationships between brand trust and brand loyalty, and future purchase intentions. The theoretical implication is that personal reciprocity not only enhances consumers' future purchase intentions but also provides an alternative path linking brand trust and brand loyalty to consumers' future purchase intentions. The managerial implication is that by capitalising on a consumer's personal reciprocity in the context of consumer-firm relationships, firms can improve their performance in retaining existing customers.
With the growing use of different types of English accents in international advertising, it is important for marketers to understand the factors that influence the credibility of the spokesperson in ...order to select the most persuasive character. This study investigates the effects of a spokesperson's accent on spokesperson's perceived credibility across high and low involvement products and products of different country-of-origin. Two different accents-the standard English accent and the local Singaporean English accent (Singlish)-were tested. Results indicated that accent, product country-of-origin and product involvement significantly influence the spokesperson's perceived credibility and attitude towards the ads. The accent effects appeared to be strong enough to offset the country-of-origin, gender and product involvement effects, attesting to the importance of considering this factor in advertisements. Specifically, the Standard English accent outperformed the Singlish accent in terms of spokesperson credibility, attitude towards the ad, attitude towards the brand and purchase intentions. However, the Singlish accent outperformed the Standard English accent in terms of attention to the ad. Implications for marketers are discussed.
Purpose
– The aim of this paper is to focus on consumer’s perceptions of ethical and innovative aspects of cloud computing services. Cloud computing is a technological innovation that more consumers ...are adopting because of its mobility and accessibility in storing data. While there has been an increased awareness of cloud computing by consumers, there is limited research about the factors influencing consumers to purchase cloud services.
Design/methodology/approach
– This study uses the technology acceptance model and the social cognitive theory as the theoretical frameworks to understand how perceived ease of use, perceived usefulness, ethical self-efficacy, innovation self-efficacy, performance expectancy and privacy impact purchase intention of cloud computing services. Research hypotheses are developed from the literature and tested by a survey questionnaire in India and the USA.
Findings
– The results of the analysis suggest that consumers in India and the USA are affected by similar factors when deciding to purchase cloud computing services, but differ in expectations about performance.
Originality/value
– This study utilizes Indian and US consumers to compare purchase intentions of technological innovations showing that there are more similarities than differences towards ethical and consumer innovativeness in both countries.
This research identifies indicators that affect the credibility of eWOM on social networking sites on brand image which will impact on online consumer purchase intentions. Combining Theory of ...Consumer Behavior with the theoretical results of previous literature related to eWOM, brand image, and consumer purchase intention. Collecting 180 respondents in the city of Jakarta using simple random sampling and questionnaires. Used structural equation modeling (SEM) for analysis and partial least squares (PLS) for empirical testing. This study aids marketers in understanding how eWOM credibility impacts brand image and consumer online purchase intention.
Given increasing advertisement clutter, advertisers are increasingly trying unconventional means to attract consumers' attention. One such method involves the use of incongruent ads, which are ...believed to attract viewers' attention. This research was conducted to ascertain the impact of audiovisual congruency in ads and the moderating role of product involvement on three facets of consumer response: attention to the ad, attention to the brand, and purchase intentions. Participants were shown one of eight TV ads for 30 seconds, following which they were asked to rate the ad on several dimensions. Results indicated, as expected, that congruent product and music type elicited favorable consumer responses. However, contrary to earlier findings that congruency in ads affects consumers in both high- and low-involvement conditions, we find that that the level of involvement moderated this effect on some consumer persuasion measures. In particular, participants under high-involvement conditions were found to be less influenced by congruent product-music situations. Implications for advertisers are discussed.
Sellers are embracing technology-mediated sales communication tools such as videoconferencing systems, cellular phones, web sites, and electronic data interchange (EDI) systems in an attempt to ...control selling costs while maintaining the personal touch. What is unclear at this point, however, is if investment in communication technology actually pays dividends for industrial suppliers. This research explores the topic by examining the effects of buyer satisfaction with the adoption of technology-mediated communication (STMC) on channel partner relationships. STMC is found to have significant, positive, direct effects on future intentions (FI). Furthermore, these effects are found to be partially mediated by trust and commitment.
This study examines Instagram influencers' social media behavior and providing suggestions for increasing engagement and purchase intentions towards endorsed products via post-effectiveness. Several ...objectives will be raised in this study: (1) determining the effect of content vividness on social media engagement, (2) determining the impact of social media engagement on purchase intentions, (3) determining the effect of content vividness on purchase intentions. This quantitative study utilizes Partial Least Square (PLS) software as a tool to test validity and reliability and SPSS to test the hypothesis and regression model. With the total of 199 valid respondents participating into this study's survey, the result highlights the positive effects of content vividness in enhancing purchase intentions through mediating variable, namely social media engagement.
