Emotional and behavioural appeals as key determinants in Ghanaian consumer pre-banking behaviour

Linus Linnaeus Tannor, Stephen Carter
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Abstract

Purpose The pre-purchase phase of consumer behaviour for financial services, especially retail banking, has been under-researched. This study explored the determinants of consumer pre-banking behaviour (BAB) in the Ghanaian banking sector. Design/methodology/approach A quantitative approach was employed by extending the constructs of the theory of planned behaviour (TPB) and technology acceptance model (TAM) to include affective and conative components and utilising a partial least squares-structural equation modelling (PLS-SEM) analysis. Findings Affective, conative, cognitive attitude, emotions and perceived trust (PT) were significant determinants of consumer pre-BAB. From a practical point of view, marketing managers need to be emotionally connected with their potential consumers to enhance the propensity of automatic purchasing. Research limitations/implications The country context, sample type and size are limitations and so extending the study to other countries, with larger samples and additional insights on subjective norms (SNs), could help improve the model's efficacy. Originality/value The results presented in this paper are relevant and original because it is the only study, based on potential customers in an emergent economy context, to advocate the need for an emotional connection with potential consumers at the pre-banking stage to enhance the possibility of automatic purchasing.
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情感和行为诉求是加纳消费者银行前行为的关键决定因素
金融服务,特别是零售银行业务的消费者行为的购买前阶段研究不足。本研究探讨了加纳银行业消费者银行前行为(BAB)的决定因素。设计/方法/方法通过扩展计划行为理论(TPB)和技术接受模型(TAM)的结构,将情感和意向成分包括在内,并利用偏最小二乘结构方程建模(PLS-SEM)分析,采用了定量方法。发现情感态度、意向态度、认知态度、情绪和感知信任(PT)是消费者pre-BAB行为的显著决定因素。从实践的角度来看,营销经理需要与潜在消费者建立情感联系,以增强自动购买的倾向。国家背景、样本类型和规模都有局限性,因此将研究扩展到其他国家,拥有更大的样本和对主观规范(SNs)的额外见解,可能有助于提高模型的功效。原创性/价值本文提出的结果具有相关性和原创性,因为它是唯一一项基于新兴经济背景下潜在客户的研究,提倡在银行前阶段与潜在消费者建立情感联系的必要性,以提高自动购买的可能性。
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来源期刊
CiteScore
3.20
自引率
7.70%
发文量
41
期刊介绍: African Journal of Economic and Management Studies (AJEMS) advances both theoretical and empirical research, informs policies and practices, and improves understanding of how economic and business decisions shape the lives of Africans. AJEMS is a multidisciplinary journal and welcomes papers from all the major disciplines in economics, business and management studies.
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