跨境电商平台用户体验对服装消费者购买意愿的影响——基于来源国形象的调节作用

2019年《电子商务法》的实施使跨境电商平台成为跨国消费的首选渠道,因此,研究跨境电商平台用户体验对购买意愿的影响具有重要意义。文章通过文献梳理和分析,设立了用户体验和购买意愿之间的假设关系模型。基于问卷调研数据,采用因子分析和回归分析相结合的方法,实证验证了几者之间的关系及影响。研究发现:用户体验中实用、产品、服务、关联四项要素正向影响购买意愿;体验价值和信任度起到中介作用,且消费者体验价值正向影响信任度;来源国形象在信任度和购买意愿之间具有正向调节作用,由此为跨境电商平台提出相关对策建议。     

“线下+线上”交互式体验对服装购买意愿的影响

针对部分消费者选择线下体验线上购买的消费行为，基于ABC态度理论构建理论模型，提出感官交互体验、思维交互体验、行为交互体验、情感交互体验和关联交互体验5个可能影响线上服装购买意愿的变量，以愉悦度和满意度为中介变量，线上他人评价为调节变量，并通过因子分析、相关分析和回归分析方法进行实证分析。结果表明：实体店交互式体验对线上服装购买意愿有正向影响；愉悦度和满意度在实体店交互式体验与线上服装购买意愿之间的关系中均起到中介作用；线上他人评价在愉悦度和满意度与线上服装购买意愿之间起正向调节作用。为服装企业在感官、思维、行为、情感和关联方面提供更加精细化的营销建议，从而影响消费者的购买意愿。     

高端白酒消费者感知价值分析及应用研究

选取高端白酒为研究对象,基于消费者价值理论和刺激-机体-反应（SOR）理论,构建以感知价值为自变量、情感体验为中介变量,购买行为为因变量的SOR理论模型。通过问卷调查及实证研究,结果表明,功能价值、社会价值和利失价值正向影响高端白酒消费者的购买行为;功能价值、社会价值、利失价值正向影响消费者的情感体验;情感体验正向影响高端白酒消费者的购买行为;情感体验在感知价值与购买行为之间发挥着中介作用。     

消费者购买有机认证葡萄酒溢价支付意愿及影响因素研究

有机认证葡萄酒生产与消费是重要市场发展趋势,发展有机葡萄酒的关键驱动力在于消费者的购买意愿。研究采用在线问卷调查的方式,应用溢价支付意愿（WTP）非参数估计方法,分析消费者购买有机认证葡萄酒溢价支付意愿水平,并以WTP结果作为被解释变量进行回归分析,探讨影响葡萄酒溢价支付的关键因素。结果表明,消费者的有机葡萄酒溢价支付意愿存在差异,被调查样本的实际平均溢价支付意愿[E(WTP)]为37.17%,平均溢价支付意愿[E(WTP)]的下限值为28.48%,平均溢价支付意愿E(WTP)的上限值为45.86%。有机葡萄酒溢价支付意愿受当前居住城市、受教育程度、职业特征、家庭可支配收入等因素影响显著（P<0.05）。因此,促进有机葡萄酒消费应当对产品进行精准的市场定位,选择消费潜力较高的区域推广有机认证葡萄酒;同时要结合消费者画像,对高价值用户进行精准营销,促进葡萄酒消费提质增效。     

直播限时促销与主播信任度对服装消费者购买行为的影响

随着越来越多的服装品牌关注并开展服装直播电商,研究服装直播电商限时促销策略对消费者购买行为的影响具有重要的现实意义。文章基于S-O-R理论、信任、限时促销和感知价值等理论,采用结构方程模型构建以直播限时促销和主播信任度为环境变量,感知价值为中介变量的消费者购买行为模型,并提出相关研究假设。研究结果表明:消费者感知价值对购买行为具有正向显著影响,同时感知价值在主播信任度、直播促销价格对购买行为的影响中起到了完全中介作用;直播促销时间对消费者服装购买行为有直接显著影响。最后为品牌开展直播电商提供指导意见。     

依恋关系视角下消费者重复网购生鲜水果影响因素分析

目的 从依恋关系的视角探讨消费者网购生鲜水果重复购买意愿的形成机制和影响因素。方法 利用互联网平台496份网购生鲜水果的消费者调查数据进行分析和研究。结果 网购生鲜水果的质量安全高、服务好、富含营养会显著正向促进消费者依恋的形成, 其中服务好对于依恋的形成影响最大, 较强的依恋心理显著正向提高重复购买意愿。进一步探究依恋心理与重复购买意愿的关系发现, 消费者互惠动机正向调节依恋与重复购买意愿的关系, 即互惠动机越强的消费者, 依恋越容易转化为重复购买意愿。结论 生鲜电商可以利用优质安全的产品和服务促进消费者的依恋的形成, 进而提升消费者重复购买的意愿。对于重视消费者黏性的生鲜电商有着重要的借鉴意义。     

新媒体平台上汉服品牌形象对购买意愿的影响

为探究新媒体平台上汉服品牌形象与消费者购买意愿之间的影响关系,基于品牌形象、自我一致性、购买意愿相关理论,构建新媒体平台上汉服品牌形象对购买意愿的影响模型,运用结构模型与Bootstrap分析方法对模型进行检验。结果表明,网络宣传形象、品牌识别形象、产品形象、企业形象均对消费者购买意愿有显著正向影响;网络宣传形象、品牌识别形象、产品形象对消费者自我一致性有显著正向影响,且消费者自我一致性在网络宣传形象、品牌识别形象、产品形象对购买意愿的影响中起部分中介作用。该研究可为汉服品牌形象的提升提供依据。     

顾客感知价值对葡萄酒购买行为的影响机制研究

基于烟台市202个数据样本,借助刺激-机体-反应（S-O-R）模型和结构方程模型（SEM）,设计功能价值、认知价值、社会价值、情感体验、感知利得、感知付出和购买行为7个潜变量和20个观测变量,基于顾客感知价值角度研究消费者对葡萄酒购买行为的影响因素。结果表明,功能价值、社会价值直接或间接正向影响消费者的购买行为,感知利得、情感体验、感知付出对购买行为有直接影响,认知价值对购买行为有间接影响。为此,葡萄酒厂商应重视品质提升、增强品牌体验、加强文化建设来引导消费者积极的购买行为。     

社会化电子商务情境下用户信息采纳对消费者购买意愿的影响研究

社会化电商平台的信息是消费者生成购买意愿的重要基础,本文通过研究社会化电商下信息采纳因素对消费者的购买意愿,从而为各类社会化电商平台及商家的运营策略优化、消费者的理性消费提供借鉴.     

宋锦文化认同对消费者购买意愿的影响研究——品牌认知的中介作用

宋锦的历史性、传承性等文化的认同对消费者购买意愿的影响研究具有一定的理论意义和实践价值。文章通过对文化认同及与宋锦相关的文献分析,提出了相应的研究假设并构建理论模型,基于问卷调研数据,实证分析了宋锦文化认同各维度对购买意愿的具体影响,研究结果表明:文化认同四个维度都正向影响服装消费者的购买意愿,其影响的重要性程度为:情感性认同归属性认同产品认知自尊性认同。验证了感知质量和品牌联想在文化认同对购买意愿影响里的中介作用。由此,从宋锦文化认同的四个维度及品牌认知的角度提出对宋锦产品营销的策略。     

Understanding consumer resistance to the consumption of organic food. A study of ethical consumption,purchasing, and choice behaviour

Although the demand for organic food is growing globally, the mainstream consumption of organic food is far less. The present study attempts to understand the underlying reasons for consumer resistance toward consuming organic food using the theoretical framework of innovation resistance theory (IRT). The study further examines the association between different consumer barriers and purchase decisions (purchase intentions, ethical consumption intentions, and choice behaviour) at different levels of buying involvement and environmental concerns. The collected data, consisting of 452 consumers, were analyzed by structural equation modeling approach. The results showed that value barrier shared a negative association with purchase intentions and ethical consumption intentions. Ethical consumption and purchase intention were found to have a direct influence on choice behaviour. Additionally, the relationship between ethical consumption intention and choice behaviour is mediated by purchase intention. However, no significant differences have emerged based on the level of buying involvement and environment concerns. The findings of the study provide insight into public policymakers, marketers, suppliers, and consumer associations by enhancing their current understanding of buying behaviour of the growing organic food community.     

From intention to action: Predicting purchase behavior with consumers’ product expectations and perceptions,and their individual properties

The association between purchase intention ratings and actual purchase behavior of two spoonable dairy (snack) products was examined. Particular attention was in two phases of the buying process: 1) expectation based on brand and package picture that is simulating in-store experience (before trying the product), and 2) perception based on branded tasting that is simulating in-home experience (after tasting the product), and how these ratings predict purchase behavior. Another attention was in examining which factors on individual level and product type level explain whether the intention leads to actual purchase behavior or not. Two groups of consumers evaluated either three natural yogurts (n = 105) or three flavored protein quarks (n = 107). The study consisted of three surveys and one evaluation session. In the first survey, the respondents rated the samples based on brand and package picture of the product for expected of purchase intention. In the tasting session, the respondents rated the purchase intention after tasting with the brand and package information. In the last two surveys, respondents reported which products they had bought during the last two weeks. These surveys were sent biweekly after the tasting session. Purchase intention based on both expectation and perception are significant factors in predicting purchase behavior in both product types. Factors differentiating buying and non-buying intenders of spoonable dairy snacks are mostly product type dependent. Being a user of the brand increases the proportion of intentions leading to actual buying in a staple product (natural yogurt). Heavy usage of the product increases the probability of consumers’ intentions to lead to actual buying in a personal use type of product (flavored protein quark).     

Does the product test really make a difference? Evidence from the launch of a new wine

Although both the concept and the product tests are considered important in predicting the acceptance of new food products into the market, there is scant research in the relevant literature comparing the predictive power of both tests, simultaneously, for the same product. To shed light on this line of research, this study compares the explanatory capacities of concept and product testing in the introduction of a new wine. To achieve this, a structural equation model, integrating sensory benefits, social norms and emotional dimensions with two consumer samples (one for the concept testing and another for the product testing) was proposed and tested. The results obtained showed that the modeĺs explanatory capacity did not increase significantly when the new wine was tested (product testing) in comparison to when only information about the wine was presented (concept testing). In both cases, the variables that explain purchase intention are the same. These results have important practical implications and open new research lines that can contribute to the theories that try to explain the acceptance of new foods.     

The Impact of Grape Skin Bioactive Functionality Information on the Acceptability of Tea Infusions Made from Wine By-Products

ABSTRACT: The effect of information on the health benefits of bio-active compounds on the acceptability of 5 tea infusions made from grape skins generated from wine processing waste (from Vitis vinifera var. Pinot Noir and Pinot Gris) was investigated. Samples of tea infusions with natural additives (PNHGT25 and PGGT50) and without additives (control PN, control PG, and PNPG50) were evaluated by 45 in-home consumer panels (30 female, 15 male) before and after information on the health benefits of grape skins were provided. Information significantly increased the overall acceptability, overall aroma, flavor, and aftertaste of the infusions. The results obtained showed a clear tendency toward increased purchase intention (by 29%) when information on the health benefits of the tea infusion samples was provided to consumers. Interactions existed between gender/infusion samples and stage of information on the purchase intention. Females recorded a significant increase (by 53%) in purchase intention, whereas no change in the males' purchase intention was found after information was provided.     

Extending the theory of planned behavior to understand consumer purchase behavior for organic vegetables in Brazil: The role of perceived health benefits,perceived sustainability benefits and perceived price

This study explores the factors that influence consumer purchase intention and behavior for organic vegetables in Brazil. A conceptual model based on the theory of planned behavior (TPB) was developed. In addition to all standard relationships in the TPB, the candidate variables of perceived health benefits, perceived sustainability benefits, and perceived price were added to the TPB-based model. Attitude was expected to mediate the relation between perceived health benefits and intention and the relation between perceived sustainability benefits and intention. Perceived price was expected to moderate the relation between intention and behavior. An online survey was conducted, resulting in a sample size of 504 participants. Data were analyzed by partial-least squares structural equation modeling. The results indicate that intention and perceived behavioral control influence the purchase behavior for organic vegetables, with intention presenting the strongest impact on behavior. Attitude has the strongest impact on consumer intention to purchase organic vegetables, followed by perceived behavioral control and subjective norms. The results also indicate that attitude mediates the relations between perceived health benefits and intention and perceived sustainability benefits and intention. Perceived price moderates the relationship between intention and behavior. Based on the results, managerial implications are presented.     

Similarities and differences in forming purchase intention toward a US apparel brand: a comparison of Chinese and Indian consumers

This study attempts to identify in what aspects China and India are different and similar in forming consumer attitudes and purchase intentions toward US apparel brand goods. To this end, this study proposed a composite model incorporating the theory of planned behavior and a modified Fishbein model, and empirically compared the model with data collected in China and India. Structural equation modeling results yielded both similarities and differences in patterns of significance and the direction of effects for specific hypothesized paths. Differences were found in the paths of face saving → attitude, face saving → purchase intention (paths were positive and significant in the Chinese sample but non-significant in the Indian sample), group conformity → attitude and group conformity → purchase intention (paths were positive and significant in the Indian sample but non-significant in the Chinese sample). Similarities between two countries were found in the rest of the proposed paths. Based on the findings, discussions and implications were provided.     

An integrated framework to explain consumers’ purchase intentions toward green food in the Chinese context

The present study aims to explore an appropriate framework for explaining consumers’ purchase intentions toward green food in the Chinese context. An integrated green food purchase intention (IGFPI) model was designed based on various cognitive and affective variables extracted from the amended theory of planned behavior (A-TPB) and modified stimulus-organism-response (M-SOR) models. An online survey was conducted among Chinese consumers with 1,412 usable responses. Research data were analyzed using structural equation modeling to evaluate the strength of the relationship between constructs and compare the model fit among three models (i.e., A-TPB, M-SOR, and IGFPI). The findings reveal that three models present reasonable fit and the IGFPI model provides a better explanatory power than the other two independent models. In summarizing the results of hypotheses tests among the three models, the variables of perceived behavioral control, face consciousness, group conformity, utilitarian and hedonic attitudes have significant effects on purchase intentions toward green food. Consumers’ perceptions of nutritional content and price attributes of green food have strong effects on utilitarian attitudes, while the sensory appeal and price attributes strongly influence hedonic attitudes. Interestingly, the strength of the association between confidence, personal characteristics and purchase intention, as well as between ecological welfare and utilitarian attitudes vary within the independent and integrated models respectively. This study provides insight for stakeholders and future research in better understanding the framework and factors that influence purchase intentions of consumers toward green food products in the Chinese context.     

Conjoint analysis on the purchase intent for traditional fermented soy product (natto) among Japanese housewives

Abstract: The effect of sensory and extrinsic attributes on consumer intentions to purchase the Japanese traditional fermented soybean product natto was evaluated using conjoint analysis. Six attributes with 2 levels each were chosen and manipulated: price (high compared with low), the country of origin of the soybeans (domestic compared with imported), stickiness (strong compared with moderate), smell (rich compared with moderate), attached seasonings (attached compared with no attached seasonings), and the environmental friendliness of the packaging (high compared with low). A fractional factorial design was applied and 8 hypothetical product labels were produced. A sample of 479 Japanese housewives ranked these product labels based on their purchase intentions. Overall purchase intention was affected by country of origin, attached seasonings, and price; those attributes accounted for 81.0%, while the sensory attributes of the product accounted for 19.0% of purchase intents. In order to estimate market segments for the natto products based on consumer preference, a cluster analysis was performed. It identified 4 segments of consumers: 1 oriented to attached seasonings, another conscious of the price, and the other 2 oriented to origins. The behavioral and demographic characteristics of the respondents had a limited influence on segment membership. Practical Application: This research was conducted to understand how consumers valuate various sensory and nonsensory product attributes based on their assessment of the overall product in the case of Japanese fermented soy product (natto). The data of this research would be of great importance both in understanding consumer behavior and in designing strategies for product development.