The Influence of Perceived Risk on Purchase Intention——A Case study of Taobao Online Shopping of Fresh Fruit

Based on perceived risk,the impacts of different kinds of risks on consumer's purchase intention are tested by using the investigation data of 2016,and perceived risks of consumers from different groups have different impacts on purchase intention. Via interviews and online questionnaires,425 copies of effective samples were obtained. The structural equation modeling is used for research. Results display that product risk significantly affects purchase intention,and perceived risk among different groups has significant difference. According to research conclusion,the authors think that consumer should actively collect all kinds of information and take effective risk avoidance measures; Taobao platform should continuously perfect purchase rule,punish the behavior of leaking buyers' information,and continuously update Alipay software to prevent hacker intrusion; business should guarantee product quality,open information and make scientific marketing strategy.

Influence Mechanism of Clothing Anchor Features on Consumers'Purchase Intention

Relying on the field of e-commerce live broadcast,the features of clothing anchors are divided into four dimensions:charm features,recommendation features,display features and interaction features.The intermediate variable of social presence is introduced to construct a theoretical model of e-commerce live broadcast consumers'purchase intention.Based on the questionnaire survey data collection,using SPSS 23.0 software and Amos 23.0 software to analyze the data,it is concluded that the features of charm,recommendation,display and interaction of the clothing anchors have a significant positive impact on consumers'purchase intentions.Social presence plays a mediating role in the influence of the features of charm,recommendation,display and interaction on consumer'purchase intention.

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.

Antecedents of Microblogging Users’Purchase Intention Toward Celebrities’Merchandise:Perspectives of Virtual Community and Fan Economy

Over the last few decades,cross-fertilization between marketing and fandom studies in a mediated world has been rare,hindering the knowledge development for marketing practitioners in the Chinese fan economy context.The purpose of this study is to find and establish a conceptual framework that includes Online Interaction(OI),Parasocial Relationships(PSR)and virtual fan communities on Weibo,and how these contributory factors embedded in the interplay process of digital fandom practices in terms of enhancing fans’Purchase Intention(PI)and media consumption behaviours toward the celebrities’merchandise.Using an online survey instrument,this research collected 294 completed responses from fans who had online interactions with celebrities and engagement of virtual fan communities on Weibo.Key results and findings provided a clear framework of four antecedents based on the conceptual model and indicated that the high intensity of OI led to higher levels of the perception of PSR and the Sense of Virtual Community(SOVC).Increased PSR and the SOVC can be seen as significant positive predictors of the PI(a part of consumer identity construction as a fan)also.This study revealed the underlying mechanism of an emerging marketing genre,also provide useful implications of audiences’digital marketing practices for marketers,celebrities and policymakers.

Construction of a Consumer Purchase Intention Model of Slimming Underwear

The main factors that affected consumer purchase intention toward slimming underwear(SU) were investigated through the construction of a consumer behavior model. The constructed model was tested by structural equation modeling. "Perceived risk" had a negative effect on the "attitude". "Perceived benefit" and "subjective norm" had positive impacts on the "attitude". And "attitude" significantly influenced consumer "purchase intention". However, "product knowledge" had no significant influence on the "purchase intention". The result provided initial framework for researchers to conduct further investigation and enlighten the SU enterprises to improve performance.

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.

Influence of Online Comments on Tourist' Purchase Intention Based on Questionnaire Survey among Tourists in Tai'an City

Taking tourists in Tai'an City—an outstanding tourism city of China for example, this paper explored the influence of online comments(word-of-mouth effect) on tourists' intention of purchasing services of accommodation facilities and restaurants through analyzing 502 valid questionnaires. Then measures and suggestions were proposed for tourist enterprises improving online word-of-mouth marketing.

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.

Research on Community Fresh O2O Purchase Intention Based on Customer Perceived Value

Based on the theory of customer perceived value,this paper makes an empirical analysis on the purchase intention of community fresh O2O,and proposes the customer perceived value concept including result,program,service,social and emotional value.At the same time,the intermediary variable of consumption attitude is put forward and the theoretical model constructed.It is verified that perceived value significantly influences purchase intention and consumption attitude,and plays an intermediary role between them by regression analysis method.This detailed study on the mechanism of perceived value influencing purchase intention through consumption attitude is of great guidance value.

Reducing the Negative Impact of Pop-up Advertisements on Users and Improving Potential Purchase Intention

With the development of the internet,online pop-up advertisements(hereinafter,referred to as pop-up ads)have emerged.However,online users may disdain and reject online advertisements,which affects online purchase intention.This study is on reducing the negative impact of pop-up ads on users and improving the commercial effect.Self-administered questionnaires were used to survey online users and website designers.The data collected were analyzed using SPSS and the open answers were sorted out by thematic analysis.The results revealed that attractive storylines,background music,and exquisite visual presentations are effective in reducing users5 rejection to pop-up ads as well as advertisement customization.It is better for pop-up ads to appear in the middle or end of videos.The VIP system is also a choice for users to eliminate them.Designers are supposed to keep a balance between users and advertisers.In addition,internet regulation needs to be strengthened to reduce eroticism and violence in pop-up ads as well as avoid the negative impact of these kind of pop-up ads on minors.

The Influence of IWOM on Restaurant Consumers’ Purchase Intentions: Taking PANGGELIA as an Example

This paper explores the factors influencing consumers’willingness to purchase under the influence of IWOM,taking perceived risk as the theoretical framework.The factors influencing consumers’willingness to purchase under IWOM are investigated from three perspectives:perceived functional risk,perceived psychological risk,and perceived financial risk.A combination of quantitative and qualitative research methods is used to derive the questionnaire theory using the interview method.The research findings are drawn using the questionnaire method and combined with the path analysis method.Based on the research results,relevant suggestions and countermeasures are proposed for such IWOM-influenced restaurants.

The Relationship between Consumers'Public Self-consciousness and their Purchase Intention of the New Luxury Goods

The era of consumption upgrade has begun due to the rapid economic development.Nowadays,the new luxuryconsumption is prevailing,and China has emerged as the primary consumer of these luxury goods.Based on the public self-consciousness of consumers,the relationship between this aspect and consumers'purchase intentions of the new luxury goodsis explored.This study investigated the impact of consumers'public self-consciousness on their willingness to purchase newluxury goods,validated the proposed hypothesis by design experiments,and used the linear regression analysis of theexperimental data.This study showed that the higher the consumer's public self-consciousness,the more inclined they wereto purchase these luxury goods.The findings of this study would be helpful to expand and enrich the researeh of the newluxury consumption behaviors in consideration that public self-consciousness is hardly reflected in recent research.Hence,this study would enlighten and acts as a significant reference for companies of the new luxury goods to develop more effectivemarketing strategies.

Research on Behavior Intentions of Tourists Based on the Rural Image Perception

During the construction of new socialist countryside, rural tourism has presented its irreplaceable strategic significance in balancing urban and rural development, and in building a socialist harmonious society. It, therefore, has drawn sustained attention both from the government and the academics. By empirical research, a conceptual relationship model has been established of rural image and behavior intentions of tourists. The general rural image in rural tourism is comprised of rural scenery, rural architecture and rural culture image. Furthermore, the overall rural image has a positive effect on tourists' willingness to pay a premium price, to recommend and to repeat purchase. At the end of this paper, reasonable suggestions have been proposed for rural image enhancement aimed to promote the attractiveness of rural tourism, and to enhance the tourists' positive behavior intentions.

Effects of Negative Online Reviews on Consumers＇ Attitudes and Behavioral Intentionstoward Online Products

Online shopping has become an important new channel because of its rapid development and broad application of the Internettechnology. As consumer information search and release gradually shift from offline to online, online reviews of products havebecome more valuable. Research shows that most online shoppers view online reviews from product users before purchasing. Asone of the most important forms of spreading awareness, online product reviews has an increasing impact on customer purchasedecisions and has gradually become an urgent issue in network marketing research. This phenomenon impels businesses to realizethat online reviews significantly affect trading volume. Businesses have attempted to manipulate online reviews by providing asignificant number of positive comments that could lead to consumer confidence and purchase of products. Internet users inChina are more interested in reading negative comments compared with the rest of the global Internet users. Thus, the effects ofstructural characteristics of potential customers, negative attitudes, and behavioral intentions have not yet aroused global concernbecause this phenomenon has been limited to the local scale.Based on literature, the main objective of negative online reviews is the positioning of fashion products. The perception ofnegative online reviews, purchase attitudes, and behaviors are the factors considered in the present study. Negative online reviewsof clothing and accessories sold online and their influence on consumer purchase intention and attitudes are analyzed. The studyaims to confirm that negative online reviews have an effect on consumer purchase intention, attitudes, and behaviors. Moreover,buying attitudes influence behavior intention.

生鲜电商平台消费者购菜意愿多元提升路径及适配组态研究

基于南昌市519份调查数据,运用技术接受模型3和期望确认理论模型,采用fsQCA方法对生鲜电商平台消费者购菜意愿进行组态分析,探讨消费者购菜意愿适配组态的要素构成条件及提升策略。结果表明:单一条件变量均不是生鲜电商平台消费者购菜意愿的必要条件,说明变量间可能存在替代作用;存在乐趣性与顾客认可型路径、适应性与情感导向型路径、体验感与顾客评价型路径、个性化与挑战导向型路径、影响力与便利导向型路径等5条产生高购菜意愿的路径;其中,高主观规范和高满意度作为核心条件存在于4条路径中,对生鲜电商平台消费者产生购菜意愿发挥着更普适的作用。基于此,建议整合多元路径,根据组态效应调整购菜意愿提升策略;确保产品质量,提升售后服务,重视满意度的普适性作用;建立良好口碑,发挥社交圈的积极作用,以实现平台发展的良性循环。