What Makes Consumers’ Intention to Purchase Paid Stickers in Personal Messenger? The Role of Personality and Motivational Factors

Many messengers and social networking services (SNSs) use emojis and stickers as a means of communication. Stickers express individual emotions well, allowing long texts to be replaced with small pictures. As the use of stickers increased, stickers were commercialized on a few platforms and showed remarkable growth as people bought and used stickers with their favorite characters, products, or entertainers online. Depending on their personality, individuals have different motivations for using stickers that determine the usefulness and enjoyment of stickers, affecting their purchase decisions. In the present study, participants (n = 302) who were randomly recruited from a university completed an online questionnaire assessing the Big Five personality characteristics, motivations for using stickers, and the technology acceptance model (TAM). Results using partial least squares structural equation modeling (PLS-SEM) revealed that each personality trait affected different motivations for using stickers. Moreover, motivations for using stickers also influenced different technology acceptance variables. Finally, perceived usefulness, enjoyment, and ease of use had a positive effect on the intention to purchase stickers. This study has implications in that it is an exploratory approach to the intention to purchase stickers, which has been investigated by few prior studies, and it sheds light on the relationship between personality, motivation, and TAM in purchasing stickers. It also suggests that personality and motivation factors can be considered in personalized recommendation services.

Effect of Food Consumption Values of Vietnamese Consumers on the Reliability and Purchase Intention of Korean Home Meal Replacements

The Vietnamese home meal replacement (HMR) market is expected to face intensified competition due to economic development and urbanization. This study analyzes how the food consumption values of Vietnamese consumers affect the perceived reliability and intention to purchase Korean food in the form of HMRs and provides basic data to establish strategies for Korean HMRs to secure an advantage in an intensely competitive market. A survey was conducted with Vietnamese consumers who had used Korean HMRs before and are constantly using HMRs on a regular basis. To analyze the relationships between food consumption values, the reliability of Korean HMR, and the intention to purchase Korean HMRs, exploratory factor analysis, reliability analysis, confirmatory factor analysis, and covariance structural models were used. Among the factors of food consumption value, health, safety, time saving, and convenience have a positive effect on the reliability of Korean HMRs, while family and cost-effectiveness do not. Moreover, this reliability has a positive effect on the purchase intention of Korean HMRs. This study is significant in that while investigating Korean HMRs, it is pioneering research on Vietnamese consumers regarding HMRs. Therefore, the results of this study can be used to secure the competitiveness of Korean HMRs in the Vietnamese market.

Determining Consumer Purchase Intention Toward Counterfeit Luxury Goods Based on the Perceived Risk Theory

This study aims to understand the impact of financial, psychological, and social risk dimensions on attitude and intention to purchase counterfeit luxury goods. Data were collected through a questionnaire conducted with 116 Angolan consumers and were treated with structural equation modeling. The results revealed that only financial risk and social risk were influential in attitude toward counterfeit luxury goods. Attitude had a significant influence on the intention to purchase counterfeit luxury goods. The research contributes to the literature because there has been no previous study in an African country that seeks to understand the purchase intention of counterfeit luxury goods according to risk perception theory. On the other hand, this study is one of the few to report that social risk perception positively impacts attitudes towards counterfeit luxury goods.

Determinants of Online Purchase Intention of Apparel Products in Lebanon

This study investigates factors (perceived usefulness, perceived ease of use, privacy concerns, trust, innovativeness, and perceived benefits) affecting Lebanese consumers’ attitude toward online purchasing and their intention to purchase online. Data collected from 416 online shoppers were analyzed using regression analysis. All the factors affect attitude towards online purchasing except trust and privacy concerns which were not supported. In addition, results show that attitude toward online purchasing affect online purchase intention. This study is the first to empirically examine factors influencing online purchase intention towards apparel products in Lebanon. The study provides insight from an overlooked emerging country, Lebanon.

The Impact of Environmental Concern on Consumer Attitudes and Intentions Toward Electric Vehicles

This research aims to analyze the impact of environmental concerns on Turkish consumers' attitudes toward and intention to purchase EVs. It is also aimed to investigate the role of demographical characteristics—gender, age, income, and education—on those impacts. Given the purpose, a descriptive study was conducted through an online survey with a sample of 334 consumers. The research findings indicate that environmental concern plays a significantly influential role in the attitude toward and intention to purchase EVs. The study also confirms that environmental concern impacts on the attitude and intention toward EVs differs in terms of gender, age, and income. Only women show a positive influence of environmental concern on the attitude toward EVs. There is no difference in the direct or indirect link between EV purchase intention and environmental concern for age groups. Environmental concern's indirect influence on the intention to buy EVs is the highest and significantly different for the consumers with 7500-9999 TL income.

Purchase Motivation, Experiential Value Related to Continuance Intention to Purchase on China’s Double 11 Shopping Festival

As well as bringing convenience to consumers, online shopping also represents an enormous business opportunity. In online shopping, the Double 11 shopping festival (hereafter Double 11) organized by China’s Alibaba has set records and has continued to grow rapidly for the last 10 years. To understand this phenomenon, this study adapted self-determination theory to explore customers’ motivation and perceived values with respect to Double 11. This study focused on people who live in China who shopped during the China Double 11 Carnival Shopping Festival in 2018. A total of 399 validated data were collected and then confirmatory factor analysis with structural equation model was conducted. The results of the study show that purchase amotivation is not significantly related to, but extrinsic purchasing motivation is positively related to hedonic value and social value. Moreover, continuance intention to purchase can be positively predicted by hedonic value and social value. With a better understanding of these results, managers operating electronic businesses can use certain approaches to increase customers’ extrinsic motivation and enhance their experiential values to promote their continuance intention to purchase goods on a particular day, for example, by creating more shopping festivals.

Intenção de Compra de Alimentos Orgânicos: evidências de validade da Teoria do Comportamento Planejado ## Intention to Purchase Organic Food: evidence of validity of the Theory of Planned Behavior

O artigo descreve o processo de busca de evidências de validade de conteúdo e de estrutura interna do modelo da Teoria do Comportamento Planejado (TCP) (Ajzen, 1991) aplicado à predição da intenção de compra de alimentos orgânicos no contexto brasileiro. O artigo apresenta o efeito que as atitudes, as normas subjetivas e o controle comportamental percebido exercem sobre a intenção de compra de alimentos orgânicos. A pesquisa seguiu o delineamento de levantamento online com amostragem por conveniência. A amostra contou com 705 consumidores brasileiros, maiores de idade e responsáveis ou parcialmente responsáveis pela compra de alimentos em suas residências. Na análise de dados foram utilizadas as técnicas de análise fatorial exploratória, confirmatória e de regressão linear múltipla hierárquica. O modelo da TCP explicou 58% da variação da intenção de compra de alimentos orgânicos. As atitudes (β=0,42), as normas subjetivas (β=0,30) e o controle comportamental percebido (β=0,35) são preditores da intenção de compra de alimentos orgânicos. Os resultados são relevantes para as organizações públicas e privadas envolvidas na cadeia de produção, de alimentos orgânicos que buscam subsídios teóricos e evidências científicas para justificar o desenvolvimento de mensagens voltadas à promoção da compra de alimentos orgânicos. As evidências encontradas corroboram a eficácia da TCP como modelo preditivo e apresentam resultados significativos que contribuem para o entendimento da formação da intenção de compra de alimentos orgânicos no contexto brasileiro.ABSTRACTThe article describes the search process for evidence of content validity and internal structure of the Theory of Planned Behavior model (TPB) (Ajzen, 1991) applied to the prediction of the intention to purchase organic food in the Brazilian context. The article presents the effect that attitudes, subjective norms and perceived behavioral control have on the intention to purchase organic foods. The research followed the design of an online survey with convenience sampling. The sample included 705 Brazilian consumers, of legal age and who are responsible or partially responsible for the purchase of food at their homes. In the data analysis, the techniques of exploratory and confirmatory factor analysis and hierarchical multiple linear regression were used. The TBP model explained 58% of the variation in the intention to purchase organic food. Attitudes (β = 0.42), subjective norms (β = 0.30) and perceived behavioral control (β = 0.35) are predictors of the intention to purchase organic foods. The results are relevant for public and private organizations involved in the organic food production chain that seek theoretical subsidies and scientific evidence to justify the development of messages aimed at promoting the purchase of organic foods. The evidence found corroborates the effectiveness of TPB as a predictive model and presents significant results that contribute to the understanding of the formation of the intention to purchase organic food in the Brazilian context.

SOCIAL MEDIA INFLUENCERS AND ELECTRONIC WORD OF MOUTH: THE COMMUNICATION IMPACT ON RESTAURANT PATRONIZING

Innovative forms of digital communications using blogging, vlogging, etc. have led to wider recognition and acceptance of social media influencer marketing by business entities. The purpose of this study is to explore the characteristics of electronic Word of Mouth (eWOM) generated by food blogging, that has an impact on consumers when they seek out the reviews by social media influencers to make dining decisions. More precisely, the study identifies four independent variables; The expertise of Source (EX); Popularity of Source (PO); Convenience of Information (CO) and Familiarityof Source (FA); and examines its impact on consumers’ Intention to Purchase (IN). The study starts off with a discussion of the coming of digital marketing communication, allowing traditional word of mouth marketing to evolve into the electronic word of mouth. The study followed quantitative methodology and the data was gathered using self-administered questionnaires. 353 usable responses were received, and the data were statistically analyzed using SPSS. The results show that the consumers’ the intention was strongly impacted by the familiarity of source and convenience of information, while the correlation is low for the expertise of source and popularity of source. The findings fill in the lack of studies in this area, specific to the food and beverage industry in the geographical context, and provide marketers a clearer picture of what is being valued by the consumers when they seek out opinions by the social media influencers. This in turn helps their decision-making when choosing food bloggers as part of their social media marketing strategy.