Determinants of Online Buying Behaviour of Social Media Users in Cameroon

Online shopping in Cameroon is growing rapidly and gaining considerable ground.The phenomenon is relatively new as compared to the traditional brick-and-mortar store(serving customers face-to-face in a building rather than online).As the world faces digital transformations,businesses in Cameroon are seeking new ways to reach their customers and create favourable environments to effectively carryout online purchase.This study examines the factors that affect consumer online buying behaviour in Cameroon.Three theories guided this investigation:the Technology Acceptance Model(Davis,1989),Diffusion of Innovations Theory(Rogers,1995),and Uses and Gratifications Theory(Katz&Blumler,1974).The study focuses on students of the University of Buea who carry out online shopping.Purposive sampling is used,and data are collected from 365 respondents through a questionnaire with open and closed ended questions.Analysis of data is done with the use of the Statistical Package for Social Scientists(SPSS)Version 21 to determine the types of products consumers buy online;the degree to which consumer trust and satisfaction affect consumer loyalty;and the specific social,economic,and market factors that affect online buying behaviour.Findings indicate that:Consumers mostly buy fashion items(74.3%),electronics(44.7%),cosmetics(37.3%),and house equipment(34%)online.Consumers will repeat purchase from a marketer if they trust and are satisfied with the product and service quality(81.1%);hence,they will also encourage others to buy.If they are dissatisfied,they will not repeat purchase from the online store.Advertisement(76.1%),attractive pricing/discount(71.7%),product quality(71%),service quality(64.1%),convenience(72.3%),available income/money(49.6%),word of mouth recommendation(41.9%),and personal motivation(62.7%)constitute the major factors that affect consumer online buying behaviour.Results of the hypotheses testing show that:H1=Consumers buy more of fashion items online(X^(2)=9.950;df=16;p=0.869);H2=There is a significant relationship between trust and satisfaction and consumers online buying behaviour(X^(2)=270.765;df=16;p=0.000);and H3=Social,economic,and market factors significantly affect consumer online buying behaviour(X^(2)=106.328;df=16;p=0.000).The study recommends online marketers to develop their marketing strategies towards customer orientation and focus on the ease of use of their online shopping services.

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.

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 the Mechanism of Retail Strategy Influencing Consumer Behavior Intention——Based on Empirical Analysis of Domestic Luxury Cosmetics Brands

This is a research on the mechanism of retail strategy mix and consumer behavior intention,and psychological impact on consumer attitude, consumer purchase decision-making model and its components are conducted firstly. Next, retail strategy, merchandise strategy, and store strategy, contained in the retail management theory, are adopted as other important variables to measure the impact on consumer attitudes. And then, the key factors of retail strategy mix are identified by means of Focus Group (FG). In addition, the hypothetical model of retail strategy mix and consumer behavior intention for domestic luxury cosmetic brands is established to understand the relationship between the two factors. Finally, empirical researches are conducted on consumers and retailers of luxury cosmetics brands. And some advice are given on retail strategy mix's influence on the consumer behavior intentions, aiming to enlighten domestic luxury cosmetic enterprises to improve performance by the integrated use of retail strategy mix.

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.

Marketing Factors Affecting Middle Class Consumer’s Buying Decision in Housing Market in Nanning City

It is important to study the relationship between marketing factors and purchase decisions of middle-class consumers in Nanning housing market.This study will investigate the factors influencing people decision to purchase houses in Nanning City.The extrinsic housing attributes at this study consist of environmental attributes and location attributes.I have a limited understanding of the purchase behavior of Nanning home buyers in Nanning City.This study adopts the data collection methods of e-mail and field survey.Based on 509 questionnaires,the data were analyzed using descriptive statistics analysis and logistic regression.The results show that location attributes,such as school districts,positively influence housing purchase decisions in Nanning City.This study contributes to an improved understanding of home buyers’decision making in Nanning City.The beneficiaries of this study include home buyers and marketers and academic institutions.To better meet home buyers’needs and achieve a competitive advantage,marketers can use the research outcomes to focus more on those housing purchase factors that significantly influence house buyers’purchase decision making.

Trust beyond Technology Algorithms: A Theoretical Exploration of Consumer Trust and Behavior in Technological Consumption and AI Projects

In an era dominated by artificial intelligence (AI), establishing customer confidence is crucial for the integration and acceptance of AI technologies. This interdisciplinary study examines factors influencing customer trust in AI systems through a mixed-methods approach, blending quantitative analysis with qualitative insights to create a comprehensive conceptual framework. Quantitatively, the study analyzes responses from 1248 participants using structural equation modeling (SEM), exploring interactions between technological factors like perceived usefulness and transparency, psychological factors including perceived risk and domain expertise, and organizational factors such as leadership support and ethical accountability. The results confirm the model, showing significant impacts of these factors on consumer trust and AI adoption attitudes. Qualitatively, the study includes 35 semi-structured interviews and five case studies, providing deeper insight into the dynamics shaping trust. Key themes identified include the necessity of explainability, domain competence, corporate culture, and stakeholder engagement in fostering trust. The qualitative findings complement the quantitative data, highlighting the complex interplay between technology capabilities, human perceptions, and organizational practices in establishing trust in AI. By integrating these findings, the study proposes a novel conceptual model that elucidates how various elements collectively influence consumer trust in AI. This model not only advances theoretical understanding but also offers practical implications for businesses and policymakers. The research contributes to the discourse on trust creation and decision-making in technology, emphasizing the need for interdisciplinary efforts to address societal challenges associated with technological advancements. It lays the groundwork for future research, including longitudinal, cross-cultural, and industry-specific studies, to further explore consumer trust in AI.

Panic buying? Food hoarding during the pandemic period with city lockdown

Food hoarding is prevalent during the COVID-19 pandemic.To investigate the mechanism of urban consumers’food hoarding behaviors,we categorize hoarding motives into rational and irrational ones.Using random online survey samples from three cities in China,we employ the multivariate probit model to investigate the rational and irrational motives on food hoarding behavior.Our results confirmed the existence of both rational and irrational food hoarding,and also found factors attributing to the different buying behaviors.The amount of food at hand and the expectation on the infection possibility of COVID-19 are two major factors affecting rational hoarding.Bad mood and herd psychology are factors contributing to panic buying.This study provides an empirical evidence to support intervention policies aiming at mitigating panic buying behavior.

Mindfulness: Helps Curb Impulsive Buying Through Improving Self Control

“People spend 46.9%of their waking hours thinking about something else other than what they are doing and this mind-wandering typically makes them unhappy”(Killingsworth&Gilbert,2010).An antidote to this mind-wandering is“Mindfulness”;derived from ancient Buddhist tradition it refers to an open and non-judgmental form of awareness that is centered on present moment experiences considering both internal and external environment(Kabat-Zinn,2003).Existing research suggests mindfulness increases self-regulation of attention and self-control(Razza et al.,2015;Panek,Bayer,Cin,&Campbell,2015).Past research has also suggested mindfulness as a long-term solution to obesity and over-eating(Herpel et al.,2015;Bahl,Milne,Ross,&Chan,2013).This research suggests mindfulness as a way of improving self-control among consumers and contributes to making a more discerning customer.In my research,I suggest mindfulness as a way to improve self-control and reduce the susceptibility of a consumer to advertising effects,promotion price effects,and impulse buying behavior.We also suggest mindfulness as an intervention to reduce the over-spending problem in consumers.Elaboration likelihood model of persuasion(ELM)forms the theoretical basis of our research.ELM suggests two ways of information processing,central route,and peripheral route.In central route processing,customer evaluates communication by the logic of the argument presented.In peripheral processing,customer relies on peripherals like the attractiveness of source of information and other such peripherals to process information(Petty&Cacioppo,1984).The mindful customer is more likely to use central route than the peripheral route of information processing(Schramm&Hu,2014;Dong&Brunel,2006;Panek et al.,2015).Due to the difference in information processing,the mindful customer may not be influenced by peripheral cues of marketing like advertising and price promotions.We examine the differential effects of mindfulness vs.non-mindful consumers’response to marketing messages,through a series of experiments.This research also suggests mindfulness as a way to protect consumers against marketing enticements and improve their self-control against the harmful behavior of impulsive buying and overspending.The research also has implications for improving general happiness in the consumer.Since past research suggests,mind wandering leads to unhappiness in people(Mathew et al.,2010).

Making More Sense of Human Intention Detection via Reconstruction Models

Movement intention recognition paves the path to developing Brain-Computer Interface(BCI)applications.Current research mostly focuses on questions like"which hand is intended to move".While answering questions like"whether a hand is intended to move"is more desirable for widely realworld applications,because we cannot continuously perform intention tasks during usage,and the gap periods may cause unintended operation resulting in system failures.However,this kind of intention detection task is more difficult,since for a"whether"problem,it is hard to know what the"not"situation is and consequently to acquire training samples for the"not"situation.Furthermore,the occurrence of genuine intentions is comparatively scarce and unexpected,making the intention detection task hard and computation-consuming.To tackle this problem,we propose a Reconstruction-based Intention Detection(RID)framework,which utilises a reconstruction model to represent a high-level abstraction of EEG signals and leverages the reconstruction errors to determine"whether"there is a movement intention.Our framework is not only theoretically flexible and robust to any sophisticated real-world scenarios but also hand-crafted feature and domain knowledge free.Comprehensive experiments on detecting movement intention tasks with different reconstruction models demonstrate the promising performance of the proposed reconstruction intention detection framework.

Making Sense of Reconstruction Models for Human Intention Detection

Movement intention recognition paves the path to developing Brain-Computer Interface(BCI)applications.Current research mostly focuses on questions like“which hand is intended to move”.While answering questions like“whether a hand is intended to move”is more desirable for widely real-world applications,because we cannot continuously perform intention tasks during usage,and the gap periods may cause unintended operation resulting in system failures.However,this kind of intention detection task is more difficult,since for a“whether”problem,it is hard to know what the“not”situation is and consequently to acquire training samples for the“not”situation.Furthermore,the occurrence of genuine intentions is comparatively scarce and unexpected,making the intention detection task hard and computation-consuming.To tackle this problem,we propose a Reconstruction-based Intention Detection(RID)framework,which utilises a reconstruction model to represent a high-level abstraction of EEG signals and leverages the reconstruction errors to determine“whether”there is a movement intention.Our framework is not only theoretically flexible and robust to any sophisticated real-world scenarios but also hand-crafted feature and domain knowledge free.Comprehensive experiments on detecting movement intention tasks with different reconstruction models demonstrate the promising performance of the proposed reconstruction intention detection framework.

Online Shopping:Antecedents of Attitude,Intention and Use

Consumer behavior in electronic commerce has been the theme of hundreds of studies conducted by researchers of many nationalities in the past twenty years.The purpose of this study was to review and classify the concepts used in papers published between 2003 and 2014 to explain the consumer behavior in electronic commerce.A systematic search of the literature in nine databases was performed and 136 papers published in double-blind peer reviewed journals were selected.Reference models were prepared based on a classification of the concepts found.This article reports only the concepts that displayed statistical significance in the studies analyzed.Finally,we suggest new studies that can be conducted.

The Psychology of Shopping Addiction in Consumer Behaviour

This comprehensive article examines the phenomenon of consumer addiction,primarily focusing on shopping addiction and its dimensions,including brand addiction.It delves into the underlying causes,manifestations,and consequences of consumer addiction from both consumer and marketer perspectives,shedding light on the ethical and cultural considerations within today's society.Consumer addiction is characterized by recurrent,irresistible purchasing behaviors driven by negative emotions such as anxiety and impulsivity.It is recognized as a behavioral addiction closely intertwined with consumerism.The article emphasizes the imperative for ethical marketing practices to mitigate the exacerbation of addictive behaviors while acknowledging the impact of culture on consumer choices.The article also discusses the crucial role of research in understanding the implications of consumer addiction on the economy,and it suggests that marketers should focus on fostering positive brand addiction rather than exploiting consumerism.It underscores the influence of cultural factors on addictive consumption and calls for responsible marketing practices and governmental regulations.In conclusion,this article highlights the critical significance of consumer addiction in the field of marketing and its multifaceted implications for both consumers and businesses.It underscores the need for ethical marketing strategies,cultural awareness,and responsible brand management to address this complex phenomenon in contemporary society.

服装消费者使用直播购物的影响因素探究

为探究影响服装消费者使用直播购物的因素,通过文献梳理和分析构建研究理论模型,运用问卷调查法和结构方程模型分析发现:消费者对直播购物的感知有用性、感知易用性、主观规范和信任均对使用直播购物有显著正向影响;感知易用性和主观规范均显著正向影响感知有用性。此外,直播中的社会临场感可以显著影响消费者对直播的信任,但对直播的使用意向影响不显著。研究结论有助于促进服装消费者使用直播购物,对提高相关从业人员的直播营销效果具有借鉴意义。

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。

在线服务失败类型对消费者重购意愿的影响研究

为研究电商卖家在线服务失败类型对消费者重购意愿的影响,文章从消费者感知信任入手,针对两种情形下(电商卖家未达到平台规则vs未达到卖家承诺)开展了实证研究。结果表明,电商卖家相比较未达到卖家承诺,未达到平台规则,消费者对该卖家的感知信任更高,并且有更高的重购意愿。并且卖家声誉在上述关系中起调节作用。相比较高卖家声誉,电商卖家达到卖家承诺而未达到平台规则对消费者重购的负向影响程度在低卖家声誉的卖家中更加得以体现。

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。

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。