What Influences Consumers' Intention to Purchase Innovative Products: Evidence From China

Driving Factors Influencing the Decision to Purchase Plant-Based Beverages: A Sample from Türkiye

In recent years, the trend toward plant-based beverages has continued to grow rapidly. This study aimed to assess the effects of sociodemographic characteristics and knowledge about plant-based beverages, subjective norms, perceived price, environmental protection, animal welfare, availability, and trust on attitudes and buying behavior toward these products. This study was conducted online using a two-part questionnaire prepared by considering the literature. This study included 935 participants, and our findings confirmed that the variable of environmental protection affects the attitude toward these products (β= 0.095; p = 0.007). Furthermore, gender, income level, lactose intolerance, and bloating due to cow's or sheep's milk influenced actual buying behavior (p < 0.05; p < 0.001). These findings indicate that people's increased environmental protection awareness will positively influence attitudes towards plant-based beverages and that individuals who do not experience lactose intolerance and bloating due to cow's or goat's milk will have lower actual buying behavior. It was also determined that individuals with lower incomes bought more plant-based beverages. In conclusion, plant-based beverage marketers need to take into account individuals' sociodemographic characteristics and environmental protection awareness when planning their marketing strategies.

The effect of new e-commerce platform's OSC promotion on consumer cognition: from cognitive legitimacy and cognitive psychology perspective

Introduction

In the realm of emerging e-commerce platforms, the influence of online shopping events, specifically online carnival promotions (OSC), on consumer behavior is a significant area of interest.This paper delves into the effects of such promotions on consumer perceptions, a topic that has not been extensively explored in academic research.

Methods

To investigate this phenomenon, two distinct studies were conducted. The first study employed a questionnaire-based experiment involving 220 participants, divided into two groups. The first study examined the mediating role of cognitive legitimacy in the relationship between OSC events organized by new e-commerce platforms and the perceptions of consumers. The second study utilized an event-related potentials (ERPs) experiment with 33 participants to explore the differences in consumer perceptions between OSC promotions and general promotions by new e-commerce platforms. This study measured the brain's response to promotional stimuli to gain insights into the cognitive processes involved.

Results

The first study yielded results that suggest OSC activities can facilitate the establishment of cognitive legitimacy for new e-commerce platforms. This, in turn, was found to be associated with an increase in positive purchase intentions among consumers. In the second study, the ERPs data indicated that exposure to OSC promotional materials elicited larger P2 and N2 ERP components when participants were presented with the logo of a new e-commerce platform. This was in contrast to the response to general promotional materials, suggesting a heightened cognitive and perceptual engagement with OSC promotions.

Discussion

The findings from both studies collectively imply that OSC promotions have a distinct impact on consumer perceptions and cognitive processes. The implicit memory triggered by these promotions appears to influence the identification of new platforms and the mechanisms of cognitive control during online shopping. This, in turn, may have implications for explicit consumer behavior, suggesting that OSC promotions could be a powerful tool for shaping consumer attitudes and behaviors in the e-commerce space. The results underscore the importance of understanding the nuances of consumer engagement with new e-commerce platforms and the role of promotional strategies in fostering a positive brand image and consumer loyalty.

Public preferences for online medical consultations in China: a discrete choice experiment

Background

Online medical consultation (OMC) is significant to promote the utilization and accessibility of healthcare resources and save time on consultation. However, the usage and public acceptance rates of it are still low in China. Meanwhile, few studies have focused on consumers' demand of OMC services. This study aims to identify attributes that influence users' preference for OMC services, quantify the value of these characteristics, and compare their relative importance.

Methods

A nationwide discrete choice experiment was conducted to survey Chinese residents' preference choices for six attributes of OMC services. Conditional logit model and mixed logit model were used to analyze respondents' preference. Willingness to pay and heterogeneity were estimated by the mixed logit model.

Results

A total of 856 respondents completed the study, and 668 questionnaires passed the consistency test. All of 6 attributes in the study were statistically significant except for "Doctor's professional title - Associate Senior." When choosing OMC services, respondents preferred to spend as little time and money as possible on a large online medical platform to consult a high-rated physician with a senior title from a well-known Grade-A tertiary hospital. Besides, respondents valued doctor's evaluation score most and were willing to pay ¥107 to obtain the services of higher-scored doctors.

Conclusion

The study measured Chinese residents' preferences for six attributes of OMC and showed the heterogeneity of attributes among subgroups. Our findings suggested that OMC services providers should reduce the customers' waiting time, improve the quality of services and enhance professional skills to meet the customers' requirements. More research on preferences for OMC needs to be conducted in China, especially for key populations such as patients with chronic diseases.

Consumers' purchase decision in the context of western imported food products: Empirical evidence from Pakistan

It is essential to identify consumer purchase behavior to establish and implement effective marketing strategies by Western food chains in Pakistan. By identifying motives, firms can offer extra-value products to their current and potential clients. Thus, this study seeks to understand what drives Pakistani consumers to buy imported Western food. This quantitative study uses A standardized structured questionnaire to collect data from 375 Karachi residents. The researchers use a convenient sampling strategy and analyze the data using PLS-SEM modeling through Smart-PLS 4.0. The findings of this research demonstrate that subjective norms, religiosity, product attributes, brand trust, customer satisfaction, and lifestyle significantly and positively influence consumer purchase intention. The findings also show that consumer purchase intention, lifestyle, and subjective norms significantly and positively correlate with purchase behavior. Finally, the study concludes that purchase intention significantly and positively mediates between exogenous and endogenous variables (purchase behavior). This research has significant theoretical and managerial implications. Local and international marketing professionals who wish to investigate the expanding consumer market in Pakistan can find the study's findings extremely useful. In addition, the outcomes of this research enrich the existing body of consumer behavior literature, which is helpful for future researchers.

Research on the impact of live streaming marketing by online influencers on consumer purchasing intentions

Drawing from the stimulus–organism–response (S-O-R) model, this study explores the impact on consumer attitudes in the context of Chinese online influencers' e-commerce live streaming. To examine this impact, we distributed our survey questionnaire to Chinese consumers with live streaming shopping experiences. Using data from 430 valid questionnaires, a hierarchical regression analysis was used to examine our hypotheses. The results show that expertise, bargaining power, post-sales services, and live streaming schedules of online influencers affect consumer trust in online influencers. The expertise, bargaining power, and livestreaming schedules of online influencers affect consumer impulsivity. Moreover, the trust and impulsiveness of online influencers increase consumer purchasing intentions. The implications and future research directions are discussed in this article.

How does price variance among purchase channels affect consumers’ cognitive process when shopping online?

The rise of a flourishing online shopping market has expanded the range of purchase channels available to consumers. Meanwhile, the competition among channels has become increasingly fierce. In this study, the changes in cognitive processes caused by price variance among channels were investigated using event-related potentials. Several daily necessities with low or high price variance between a self-operated business channel and third-party seller channels were chosen as the study objects from a well-known electronic business platform. Thirty participants’ electroencephalograms were collected while they faced higher or lower price variance during the experiment. The results showed that small price variances between the two channels tended to intensify component N2, while big price variances tended to diminish component P3. These results suggest that N2 may reflect consumers’ identification process for price variance and inhibition of a planned response, while P3 may reflect the activation of attention caused by task difficulty due to price variance. These findings indicate that the changes in ERP components N2 and P3 may act as cognitive indices that measure customers’ identification and attention distribution when considering product price variances among online purchase channels.

Broadcasters’ expertise and consumers’ purchase intention: The roles of consumer trust and platform reputation

Following the outbreak of COVID-19, farmer-assisted live streaming has become a hot topic in China. In this manuscript, we explore the ways in which broadcaster and platform characteristics jointly influence consumers’ purchase intention. To examine our hypotheses, we distributed questionnaires to 261 Chinese consumers who viewed farmer-assisted live streaming. Correlational analyses, regression analyses, and confirmatory factor analyses were conducted to examine our hypotheses. The results show that broadcasters’ expertise is positively related to consumer trust and that platform reputation moderates this relationship. In addition, consumer trust mediates the positive relationship between broadcasters’ expertise and consumer purchase intention. Furthermore, the theoretical and practical implications of these findings are discussed.