Consumers'Purchase Intention of Geographical Indication Agricultural Products under the Background of Live-streaming Sales:An Exploratory Research Based on Grounded Theory

Exploring the mechanism for the formation of consumer purchase intentions of geographical indication agricultural products in the context of live-streaming sales can provide an important reference for brand marketing of geographical indication agricultural products.In this study,in-depth interviews were conducted with consumers of geographical indication agricultural products.Based on grounded theory,open coding,axial coding and selective coding were performed for interview text.Finally,21 concepts,7 subcategories and 3 main categories were obtained,and a model of the formation mechanism of the purchase intention of geographical indication agricultural products under the background of live-streaming sales was constructed,that is,"consumer cognition-consumer attitude-consumer behavior".Among them,consumer cognition includes two dimensions:the type of geographical indication agricultural products and the live-streaming appeal strategy,i.e.,the personal cognition of consumer and the promotion of live-streaming host's strategy.Consumer attitude is value perception of consumers,mainly including two dimensions of functional value and emotional value.Consumer behavior is the consumer's willingness to buy.It has been concluded that the types of geographical indication agricultural products interact with the live-streaming appeal strategies.Through the intermediary of consumers'value perception,consumers'purchase intention is generated.Among them,resource-oriented geographical indication agricultural products adopt rational live-streaming appeal strategies,which can enhance the consumer's perception of functional value,thereby promoting their purchase intention;and cultural and creative geographical indication agricultural products brands adopt perceptual live-streaming appeal strategies,which can enhance the emotional value perception of consumers,thereby promoting their purchase intention.

Consumer’s Purchase Intention towards Luxury Retailer’s Social Media Advertisements —A Case Study of a Shoe Retail—UAE-Dubai Mall

Digital marketing is considered the preferred method comparing to traditional marketing nowadays [1], but is it true for luxury and expensive products? Since the perception prevails that the concepts “luxury” and “digital” are quite incompatible [2], this paper aims to explore the effectiveness of digital marketing advertisements of luxury retailers, while also exploring consumer’s purchasing intent based on the viewing of such promotions. The overall goal is to provide a model of luxury purchase behaviour through harnessing social media. As a constructionist ontology-based researcher, I believe in multiple versions of reality which can evolve based on my target consumer experiences [3]. My epistemological stance is interpretivism with a subjective approach, inductively interacting with consumers to better understand what this “truth” means to them, incorporating textual material to support the analytical interpretations [4]. It is hoped this paper will inform fashion brands marketers about social media practice to achieve creation of purchase intention and ultimately achieve target sales. The paper is useful to both practitioners and academics in the fields of social media marketing and purchase intention. The research provides some initial insights into consumer perspectives of social media ads and online purchase behaviour.

Impact of Online Comments on Purchase Intention of College Student Consumers under Online Shopping

With the rapid development of network technology,online shopping has been constantly growing,and how to make better use of the dissemination effect of online comment has become an imperative and practical issue. Based on review of the existing literature,this paper established the theoretical research model and used the literature research and empirical research combined method to analyze the impact of online comment on purchase intention of college student consumers under online shopping. The research results indicate that the quantity,quality,valence and timeliness of online comments exert a significant impact on the purchase intention of college student consumers.

Predicting on Chinese Consumers’Organic Wine Purchase Intention

There is very little research on the perception and willingness of Chinese consumers to purchase organic wine.The research aims to understand the factors which influence Chinese consumers’willingness on organic wine purchase.Based on the TRA and TPB,combine with SCT,a conceptual model is established to solve research problems.

基于S-O-R模型的视觉营销对消费者购买意愿的影响研究——以红色文创网店为例

为提高红色文创网店的点击转化率,文章从消费者视角出发,研究影响消费者购买意愿的视觉因素。基于S-O-R模型理论,构建红色文创网店视觉营销对消费者购买意愿因素的理论模型。利用S-O-R模型分析了红色文创网店视觉营销中的商品形象、界面形象以及品牌视觉形象对顾客感知价值及顾客购买意向的影响。通过设计量表和调查问卷进行实证研究,并结合结构方程模型加以论证,得出品牌视觉形象和界面形象是影响消费者购买意愿的关键因素,为设计师和红色文创品牌进行网店设计提供了一定的理论参考和建议。

Consumer attitudes towards the mountain product label: Implications for mountain development

To protect and promote the originality and authenticity of mountain foodstuffs, the European Union set Regulation No 1151/2012 to create the optional quality term "mountain product". Our research aimed at exploring the attractiveness of the mountain product label for consumers, considering both attitude towards the label itself and purchase intentions. We propose a model to investigate relationships between four latent constructs-mountain attractiveness, mountain food attractiveness, attitude towards the mountain product label, and purchase intention-which have been tested, thus confirming the statistical relevance of the relationships. All 47 items selected for describing the latent constructs are suitable for this purpose. Ridge and LASSO results also show that 17 items of the first three constructs are relevant in explaining purchase intentions. Some contextual variables, such as age, income, geographical origin of consumers, and knowledge of mountain products and mountains for tourism purposes, can positively influence consumers’ behavior. These findings could support the design of mountain development strategies, in particular marketing actions for both the product and the territory.

Empirical Study of Consumers’ Purchase Intentions in C2C Electronic Commerce

Electronic commerce is becoming increasingly important in business, but lack of intention to purchase has become a main barrier in the development of electronic commerce. Thus, effective measures are needed to promote consumers’ intentions to purchase in online consumer to consumer （C2C） stores. This paper postulates that five factors, the perceived ease of use of the website, perceived usefulness of the website, vendor competence, introduction and recommendations of third parties, and vendors’ attitude toward customers, influence consumers’ intentions to purchase in online C2C stores and this intention directly leads to their action to purchase from online C2C stores. The structural equation modeling （SEM） method was used to analyze empirical data, supporting these hypotheses except for the effect of vendor competence.

什么样的主播能够吸引用户购买——SOR理论视域下主播特征对消费者购买意愿的影响

随着5G技术的发展和移动互联网的深度嵌入,网络直播购物改变了人们的消费方式,成为一个新流量风口和经济增长驱动力。本文以SOR理论为主要视域,融合消费者感知价值理论,重点探究主播特征对消费者购买意愿的影响,通过问卷调查进行数据收集,利用SPSS和AMOS进行统计分析和结构方程建模。研究发现,感知功能价值、感知情感价值和感知社会价值均显著正向影响网络直播购物中消费者的购买意愿,其中,主播的互动性、专业性、知名度显著正向影响消费者感知功能价值;主播的娱乐性、公益性显著正向影响消费者感知情感价值;主播的知名度、公益性显著正向影响消费者感知社会价值。最后,本文基于以上研究结论提出电商直播情境下的营销传播启示。

服务经济下网购消费者延保服务购买意向研究

延保服务因其盈利能力和风险规避属性受到电商平台和消费者的青睐。以网购消费者在线延保服务购买行为为研究对象,基于技术接受模型和计划行为理论构建研究模型,通过在线收集的610份有效数据对模型及假设进行验证分析,探索影响企业延保服务网络零售的因素,揭示相应的作用机理,为网络零售业高质量发展提供运营与政策优化方面的借鉴。研究发现:感知有用性和感知易用性对消费者延保服务购买意向均有显著的正向影响,且感知有用性的作用强度相对较大;购买态度作为中介变量能够增强感知有用性和感知易用性对延保服务购买意向的正向影响;主观规范和知觉行为控制显著正向影响消费者延保服务的购买意向,且二者作为调节变量能够分别增强感知有用性、感知易用性对延保服务购买意向的影响;感知有用性影响消费者的购买态度,进而形成消费者延保服务购买意向,是最显著的影响路径之一。

在线社会支持对新能源汽车购买意愿的影响

提高新能源汽车的使用率对于“双碳”目标的实现具有重要意义。本文基于社会认知理论和社会资源互换理论,以新能源汽车购买群体为研究对象,构建了在线社会支持通过绿色自我效能的中介作用影响新能源汽车消费者购买意愿的理论假设模型,并采用问卷调查法,揭示了在线社会支持对新能源汽车消费者购买意愿的影响机理。研究结果显示:在线社会支持和绿色自我效能对新能源汽车消费者的购买意愿会产生积极影响。在线社会支持包括信息性支持和情感性支持,它有效增强了消费者的绿色自我效能,进而对其购买意愿产生积极影响。本文的研究成果可为新能源汽车的推广和应用提供重要的理论借鉴。

推广政策对南昌市新能源汽车购买意愿的影响研究

选取南昌市新能源汽车政策激励效应视角,基于S-O-R模型研究政策对消费者购买新能源汽车意愿的影响,探讨了推广政策如何通过消费者感知价值和感知情感影响消费者的购买意愿,并依据调研结果提出建议。

农产品直播互动性对消费者购买意愿的影响机制研究

电商直播的迅猛发展使越来越多的平台、商家和用户参与到电商直播各环节,品类大多集中于美妆、服饰等。鲜少有人关注农产品,在农产品领域因其非标品、保质期、新鲜度等特殊性质对农产品直播提出一定挑战,因此,在直播时代探索农产品的直播营销具有重要意义。本文基于S-O-R理论,构建了直播互动性—社会临场感—消费者购买意愿的模型,实证研究显示:专业性、可视性等内容互动、响应性、趣味性等服务互动正向影响消费者行为意向,并通过社会临场感影响消费者购买意愿。互动性通过社会临场感的完全中介作用影响消费者购买意愿。基于此,平台及主播应从提升信息传播质量、打造体验至上的服务等方面,增强社会临场感,提高消费者的购买意愿。

中国背景下CSR与消费者购买意向关系的实证研究

当今,积极的社会责任行为已经成为企业获得消费者认同和创造竞争优势的重要来源。尽管现有研究已经证实,企业社会责任对消费者的购买意向确实存在显著影响,但是对企业社会责任在消费者层面的影响机制、消费者对企业社会责任的心理反应等方面的研究仍十分有限,对这些问题的实证研究则更是缺乏。本文试图构建一个包含企业社会责任行为、良好公司声誉、消费者企业认同和消费者购买意向在内的概念模型,并通过结构方程模型方法对模型进行实证检验,以探索企业社会责任对消费者购买意向产生影响的内在机理。研究结果表明,企业社会责任行为不仅对消费者购买意向产生直接的正向影响,还可以通过良好的公司声誉和消费者对公司的认同感对消费者购买意向产生间接的正向影响,而且,间接作用的强度要远远大于直接作用;公司声誉和消费者企业认同是企业社会责任行为对消费者购买意向起影响作用的中介变量。

消费者趋近动机对绿色产品购买意向的影响机制——基于PLS-SEM模型的研究

通过一个可调节变量模型解释消费者趋近动机对绿色产品购买意向的影响机制,构建不同环境知识水平下的消费者趋近动机—绿色产品购买意向模型。采用偏最小二乘回归结构方程模型(PLS-SEM)对762份调查问卷进行分析,研究发现,趋近动机对绿色产品购买意向和消费者创新性具有显著的正向影响;消费者创新性在趋近动机和绿色产品购买意向间起部分中介作用;环境知识在趋近动机、消费者创新性与绿色产品购买意向间起负向的可调节中介作用。

基于结构方程模型的消费者预制菜购买意愿的影响因素研究

在居民消费习惯逐渐转变与相关利好政策的双重驱动下,预制菜行业迎来了快速发展期。本文通过Python爬虫技术挖掘网络评论制定调查问卷,结合长沙地区的广泛抽样调查,构建了基于结构方程模型的消费者预制菜购买意愿影响因素模型,同时分析出多个对消费者预制菜购买意愿产生显著影响的关键因素。基于此,本文从生产技术革新、提升购买渠道便利性以及品牌建设多个维度,为预制菜行业的长远健康发展提供了一系列的策略建议,以供参考。

S-O-R视角下社会化商务意愿的实证研究

为了深入揭示社会化商务用户行为的内在机理,以S-O-R模型为基础,构建理论模型,以探讨人际互动、社会支持对信任及其社会化商务意愿的影响。通过问卷方式搜集339份有效样本,并采用结构方程模型进行数据分析。结果显示,基于能力、诚实与善意的信任均显著影响社会化商务用户的购物意愿和分享意愿;感知专业性显著影响基于能力、善意和诚实的信任,而感知相似性则显著影响基于能力和善意的信任。此外,信息支持显著影响基于能力和善意的信任,而情感支持显著影响基于能力的信任。

消费者异质性视角下婴幼儿奶粉购买意愿影响因素研究

随着中国疫情管控措施放开,国产和进口婴幼儿奶粉竞争愈发激烈,探究中国消费者婴幼儿奶粉购买意愿将为政策制定者和婴幼儿奶粉生产者提供一定现实依据。文章以8个城市中877位婴幼儿奶粉消费者为样本,以BRA模型为基础从认知角度构建理论模型框架,探究消费者对国产婴幼儿奶粉购买意愿影响因素,基于消费者居住地为调节变量对各路径进行异质性检验。结果表明,关注度对信任度具有显著正向影响;关注度、信任度、感知收益和感知风险均直接影响购买意愿,关注度以感知收益为中介变量间接正向影响购买意愿,信任度以感知收益和感知风险为中介变量间接正向影响购买意愿;居住地在部分路径中具有调节作用。城市组中,三四线城市组中信任度对感知风险和购买意愿影响更大,一二线城市组中关注度对购买意愿影响更大;县城组中,关注度对消费者购买意愿无显著直接和间接影响,感知风险对购买意愿无直接影响。

“自豪之情”还是“感恩之情”?情绪广告诉求和社会排斥对消费者品牌购买意愿的影响

本文基于资源补偿理论,探讨了情绪广告诉求和社会排斥对消费者品牌购买意愿的交互效应、内在机制和边界条件。本文通过三个实验发现,凸显自豪诉求的广告更能促使遭受忽视的消费者对相关品牌产品产生购买意愿,而展示感恩诉求的广告更能引发遭受拒绝的消费者对相关品牌产品的购买意愿,该效应机制源于消费者的独特性感知和亲密性感知。此外,品牌形象会对情绪广告诉求和社会排斥的交互效应产生调节作用,即强势品牌可以增强自豪诉求、为遭受忽视的消费者提供独特性感知,弱势品牌能够强化感恩诉求、为遭受拒绝的消费者提供亲密性感知。本研究结论不仅丰富了社会排斥和情绪诉求的研究,还为企业利用情绪广告诉求赢得特定消费者的购买意愿提供了具有借鉴价值的管理启示。