Using representative US investor data, we investigate whether automated financial advisors, also referred to as robo-advisors, reduce investors’ demand for human financial advice offered by financial service providers. Our results provide a strong negative relationship between using robo-advisors and seeking human financial advice. We show that the substitution effect of robo-advisors is especially driven by investors who fear to be victimized by investment fraud. Our findings suggest that robo-advisors seem to offer a valid alternative for seeking investment advice, especially among those investors who worry about potential conflicts of interest that appear in the context of human financial advice.
{"title":"Robo-Advisors: A Substitute for Human Financial Advice?","authors":"Lukas Brenner, Tobias Meyll","doi":"10.2139/ssrn.3414200","DOIUrl":"https://doi.org/10.2139/ssrn.3414200","url":null,"abstract":"Using representative US investor data, we investigate whether automated financial advisors, also referred to as robo-advisors, reduce investors’ demand for human financial advice offered by financial service providers. Our results provide a strong negative relationship between using robo-advisors and seeking human financial advice. We show that the substitution effect of robo-advisors is especially driven by investors who fear to be victimized by investment fraud. Our findings suggest that robo-advisors seem to offer a valid alternative for seeking investment advice, especially among those investors who worry about potential conflicts of interest that appear in the context of human financial advice.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128945203","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Online shopping is a relatively new type of retail shopping. It has now been adopted all over the world including Turkey. Nowadays, online shopping is still not as well known or accepted as in many other developed countries, and though the knowledge of online shopping in most of the countries are now beginning to increase rapidly. There are many factors which effect on the intention of online customers’ behavior while performing online shopping. In this study, the effect and relationship of five important factors; web environment, product characteristics, security and confidence to internet, promotion offers and the price of product to customers purchasing behavior was tested and formed the basis of this research. The study was conducted from the international students of Istanbul Universities. The data was collected from 215 respondents who provided the data through closed ended questionnaires. The study analysis was done based on descriptive statistics and SEM analysis intended to determine the relationship between the factors and online purchasing behaviors. The study findings indicate that web environment, product characteristics and promotional offers had a significant relationship with the customers’ purchasing behavior in online shopping. However, security and confidence to internet and price of product had no significant relationship with customers’ purchasing behaviors in online shopping, though the existing effect between the variables were positive, but they were not significant. The study recommends for adoption of policy, managerial and regulative measures especially intended to enhance the management for supporting online purchasing as means to enhancing the mode of online purchasing for the growth of online trade.
{"title":"Factors Affecting Customers’ Purchasing Behavior in Online Shopping","authors":"S. Azami","doi":"10.2139/ssrn.3377148","DOIUrl":"https://doi.org/10.2139/ssrn.3377148","url":null,"abstract":"Online shopping is a relatively new type of retail shopping. It has now been adopted all over the world including Turkey. Nowadays, online shopping is still not as well known or accepted as in many other developed countries, and though the knowledge of online shopping in most of the countries are now beginning to increase rapidly. There are many factors which effect on the intention of online customers’ behavior while performing online shopping. In this study, the effect and relationship of five important factors; web environment, product characteristics, security and confidence to internet, promotion offers and the price of product to customers purchasing behavior was tested and formed the basis of this research. The study was conducted from the international students of Istanbul Universities. The data was collected from 215 respondents who provided the data through closed ended questionnaires. The study analysis was done based on descriptive statistics and SEM analysis intended to determine the relationship between the factors and online purchasing behaviors. The study findings indicate that web environment, product characteristics and promotional offers had a significant relationship with the customers’ purchasing behavior in online shopping. However, security and confidence to internet and price of product had no significant relationship with customers’ purchasing behaviors in online shopping, though the existing effect between the variables were positive, but they were not significant. The study recommends for adoption of policy, managerial and regulative measures especially intended to enhance the management for supporting online purchasing as means to enhancing the mode of online purchasing for the growth of online trade.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126574534","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Consumerism plays a significant role in the transition taking place in a world where everything is digitized. Businesses have started adopting various digital marketing approaches, the most favoured methods being content, social and mobile marketing. Various channels that constitute digital marketing such as mobile, search engine optimization, content marketing, social media marketing and media marketing need to be utilised by companies effectively to reach out to their consumers and in also ensure the success of the business. All of these elements put together sum up a cohesive digital marketing strategy. The adoption of innovative strategies is crucial as companies stand the risk of losing competitive advantage in an increasingly commoditised world. As technological change continues its advancement in an exponential manner with new digital platforms and devices it is only wise for businesses to make haste in embracing this market evolution. Furthermore India’s consumption power is so big owing to its huge market of over billion people where the youth below twenty on its own are defined by a population of 600 million. The internet users are also growing at a fast and steady pace. This paves way to huge opportunities for the marketers to take advantage of as there is positive and continuous growth by the internet users. All this advancement brings in a tectonic shift between the businesses and the consumer until a balance is attained in the digital marketing approach. Consumption structure and consumer needs are changing and their desires are growing. The future of digital marketing will be based in how marketers create ways to puzzle together the new and traditional media into a perfect fix based on the market environment. This paper intends to identify the factors that influence consumers through the growth of digital marketing.
{"title":"Impact of Digital Marketing on the Growth of Consumerism","authors":"T. Durai, R. King","doi":"10.2139/ssrn.3344421","DOIUrl":"https://doi.org/10.2139/ssrn.3344421","url":null,"abstract":"Consumerism plays a significant role in the transition taking place in a world where everything is digitized. Businesses have started adopting various digital marketing approaches, the most favoured methods being content, social and mobile marketing. Various channels that constitute digital marketing such as mobile, search engine optimization, content marketing, social media marketing and media marketing need to be utilised by companies effectively to reach out to their consumers and in also ensure the success of the business. All of these elements put together sum up a cohesive digital marketing strategy. The adoption of innovative strategies is crucial as companies stand the risk of losing competitive advantage in an increasingly commoditised world. As technological change continues its advancement in an exponential manner with new digital platforms and devices it is only wise for businesses to make haste in embracing this market evolution. Furthermore India’s consumption power is so big owing to its huge market of over billion people where the youth below twenty on its own are defined by a population of 600 million. The internet users are also growing at a fast and steady pace. This paves way to huge opportunities for the marketers to take advantage of as there is positive and continuous growth by the internet users. All this advancement brings in a tectonic shift between the businesses and the consumer until a balance is attained in the digital marketing approach. Consumption structure and consumer needs are changing and their desires are growing. The future of digital marketing will be based in how marketers create ways to puzzle together the new and traditional media into a perfect fix based on the market environment. This paper intends to identify the factors that influence consumers through the growth of digital marketing.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124884589","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Customer is the king. It stands true as no business in any given conditions or circumstances can prosper without consumers. Consumer is the most important link and therefore the study of Consumer Behavior has gained importance over the last few decades. Every aspect of the business revolves around consumer and their satisfaction level achieved. This consumer behavior study is based on the consumer buying behavior. The aim of this research paper is to ascertain the framework for the study of consumer behavior and the dynamics which have an impact on consumer choices and their buying behavior. The focus of this research paper is on selection of wedding cards in Nagpur city. A sample of 100 customers was taken for the study which includes the customers visiting the outlets for wedding cards selection. For collection of data a structured questionnaire was used and the technique used for research data collection was convenience sampling technique. The collected data is analysed using excel, pie charts and various statistical techniques. Findings, recommendations and conclusion are given.
{"title":"A Study of Consumer Buying Behavior in Selection of Wedding Cards In Nagpur City","authors":"Snehal Godbole","doi":"10.2139/ssrn.3341919","DOIUrl":"https://doi.org/10.2139/ssrn.3341919","url":null,"abstract":"Customer is the king. It stands true as no business in any given conditions or circumstances can prosper without consumers. Consumer is the most important link and therefore the study of Consumer Behavior has gained importance over the last few decades. Every aspect of the business revolves around consumer and their satisfaction level achieved. This consumer behavior study is based on the consumer buying behavior. The aim of this research paper is to ascertain the framework for the study of consumer behavior and the dynamics which have an impact on consumer choices and their buying behavior. The focus of this research paper is on selection of wedding cards in Nagpur city. A sample of 100 customers was taken for the study which includes the customers visiting the outlets for wedding cards selection. For collection of data a structured questionnaire was used and the technique used for research data collection was convenience sampling technique. The collected data is analysed using excel, pie charts and various statistical techniques. Findings, recommendations and conclusion are given.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"180 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117108427","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Companies in the world are constantly seeking for new ways to reach consumers. Recently, there are numerous social media platforms through which people are connected. Companies are using social media to influence customer Purchase Intention. YouTube is one of the new social media platforms used by the companies for advertisement of their products. The increasing focus on social media shaped state of the art advertising and shifted the way companies interact with their target groups. The main objective of this research is to identify the factors that affect purchase intention of customer who watch product related YouTube videos. This study is one of the rare studies that combine YouTube videos and their effects on purchase intention. Number of Views, Likes, Comments and Replies (NVLCR), Perceived Credibility (PC), Perceived Usefulness (PU), Perceived Video Characteristics (PVC), Attitude towards Purchase (ATP) are various factors studied in association with purchase intention. In this study, a Video was shown to the respondents and Online Questionnaire based on video was filled by respondents. Multiple Regression Test was applied to the relationships between variables.
{"title":"Antecedents to Purchase Intention – A Perceptual Study About 'YouTube' Videos","authors":"Garima Mathur, A. Khandelwal, Radhika Mittal","doi":"10.2139/ssrn.3323763","DOIUrl":"https://doi.org/10.2139/ssrn.3323763","url":null,"abstract":"Companies in the world are constantly seeking for new ways to reach consumers. Recently, there are numerous social media platforms through which people are connected. Companies are using social media to influence customer Purchase Intention. YouTube is one of the new social media platforms used by the companies for advertisement of their products. The increasing focus on social media shaped state of the art advertising and shifted the way companies interact with their target groups. The main objective of this research is to identify the factors that affect purchase intention of customer who watch product related YouTube videos. This study is one of the rare studies that combine YouTube videos and their effects on purchase intention. Number of Views, Likes, Comments and Replies (NVLCR), Perceived Credibility (PC), Perceived Usefulness (PU), Perceived Video Characteristics (PVC), Attitude towards Purchase (ATP) are various factors studied in association with purchase intention. In this study, a Video was shown to the respondents and Online Questionnaire based on video was filled by respondents. Multiple Regression Test was applied to the relationships between variables.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130207341","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This research is aimed to explore how the credibility factors such as medium and message credibility influence the information credibility in the context of adoption behavior, especially when young consumers are searching information for any promoted SME products or services offered through the social media networks. The quantitative methodology used by developing new research model based-on marketing communication theories to examine factors that significantly influence in the adoption process of digital marketing technique for SME markets. The results indicate that information credibility is significantly affected by the medium credibility and message credibility. Additionally the research found surprisingly that information credibility was not giving a strong affect directly toward millennial adoption on social media marketing platform. However the study found that the usage of social media marketing strategy to promote SME products and services was recommended effectively, especially targeting for the millennial consumer segments since they are considered as the important digital native generational consumers in Indonesia market.
{"title":"A Study on Information Credibility in the Social Media Marketing Adoption: Evidence from Indonesia","authors":"H. B. Winarko","doi":"10.5861/IJRSM.2019.4000","DOIUrl":"https://doi.org/10.5861/IJRSM.2019.4000","url":null,"abstract":"This research is aimed to explore how the credibility factors such as medium and message credibility influence the information credibility in the context of adoption behavior, especially when young consumers are searching information for any promoted SME products or services offered through the social media networks. The quantitative methodology used by developing new research model based-on marketing communication theories to examine factors that significantly influence in the adoption process of digital marketing technique for SME markets. The results indicate that information credibility is significantly affected by the medium credibility and message credibility. Additionally the research found surprisingly that information credibility was not giving a strong affect directly toward millennial adoption on social media marketing platform. However the study found that the usage of social media marketing strategy to promote SME products and services was recommended effectively, especially targeting for the millennial consumer segments since they are considered as the important digital native generational consumers in Indonesia market.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"77 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126689934","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The current research aims to outspread the sensory marketing research by (1) examining whether gender incongruent scents evoke nostalgia in the customers and secondly, by exploring if nostalgia can inflict feelings of pleasure and arousal and thus drives a consumer to develop a repurchase intention. The scent chosen was a masculine scent, targeted at female consumers of clothing outlets. A scent pretest was carried out to choose the most masculine, pleasing scent followed by an experiment conducted at the Malls of Twin Cities in which 288 participants participated. The data analysis was carried out using variance based partial least squares structural equation modeling (PLSSEM). The results confirmed that gender incongruent scents may evoke nostalgia. Moreover, creating feelings of pleasure and arousal leads a consumer to develop a positive repurchase intention. The findings of the study are important for the marketers to consider atmospheric cues as effective marketing strategies for the customer engagement in the retail settings. The research signifies the importance of scents in developing pleasure and arousal in a consumer; however, this alone is not important to develop a repurchase intention. Gender incongruent scents in addition to other ambient cues may prove to be an effective marketing tool for the marketers.
{"title":"Pleasing Scents: The Effect of Gender Incongruent Scents on the Repurchase Intention of the Consumers","authors":"Z. Afaq, Shahab Aziz, A. Sindhu, S. Bashir","doi":"10.33844/MBR.2018.60257","DOIUrl":"https://doi.org/10.33844/MBR.2018.60257","url":null,"abstract":"The current research aims to outspread the sensory marketing research by (1) examining whether gender incongruent scents evoke nostalgia in the customers and secondly, by exploring if nostalgia can inflict feelings of pleasure and arousal and thus drives a consumer to develop a repurchase intention. The scent chosen was a masculine scent, targeted at female consumers of clothing outlets. A scent pretest was carried out to choose the most masculine, pleasing scent followed by an experiment conducted at the Malls of Twin Cities in which 288 participants participated. The data analysis was carried out using variance based partial least squares structural equation modeling (PLSSEM). The results confirmed that gender incongruent scents may evoke nostalgia. Moreover, creating feelings of pleasure and arousal leads a consumer to develop a positive repurchase intention. The findings of the study are important for the marketers to consider atmospheric cues as effective marketing strategies for the customer engagement in the retail settings. The research signifies the importance of scents in developing pleasure and arousal in a consumer; however, this alone is not important to develop a repurchase intention. Gender incongruent scents in addition to other ambient cues may prove to be an effective marketing tool for the marketers.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130097063","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-09-29DOI: 10.35609/jmmr.2018.3.3(2)
Firend Al. R., Wang Qian
Objective - This research explores the changing mechanism in the relationship between retailers and consumers whereby consumers face higher-prices due to inflation while their earnings, and thereby their disposal income, does not simultaneously increase. Methodology/Technique - An examination is conducted on the use of loyalty cards in the Malaysian retail sector to determine whether Asian consumers are enticed by the use of loyalty programs, which can be seen as an attempt to save money when making purchases. Findings - The findings suggest that loyalty programs will expand in the future to include other offerings as they gain momentum and popularity. This research concludes that Malaysian consumers, like most of Southeast Asian consumers, are price adverse, and hence will take opportunities to save money when making purchases. Novelty - The findings of this research can be generalized to the Southeast Asian region due to the similarity of consumption and national characteristics between Malaysian and Southeast Asian consumers. Type of Paper: Empirical. Keywords: Marketing; Strategy; Incentives; Services; Retail; Loyalty, Asia. JEL Classification: M30. M31. M39
{"title":"Marketing Strategies of Services and Purchasing Incentives in Asia","authors":"Firend Al. R., Wang Qian","doi":"10.35609/jmmr.2018.3.3(2)","DOIUrl":"https://doi.org/10.35609/jmmr.2018.3.3(2)","url":null,"abstract":"Objective - This research explores the changing mechanism in the relationship between retailers and consumers whereby consumers face higher-prices due to inflation while their earnings, and thereby their disposal income, does not simultaneously increase.\u0000\u0000Methodology/Technique - An examination is conducted on the use of loyalty cards in the Malaysian retail sector to determine whether Asian consumers are enticed by the use of loyalty programs, which can be seen as an attempt to save money when making purchases.\u0000\u0000Findings - The findings suggest that loyalty programs will expand in the future to include other offerings as they gain momentum and popularity. This research concludes that Malaysian consumers, like most of Southeast Asian consumers, are price adverse, and hence will take opportunities to save money when making purchases.\u0000\u0000Novelty - The findings of this research can be generalized to the Southeast Asian region due to the similarity of consumption and national characteristics between Malaysian and Southeast Asian consumers.\u0000\u0000Type of Paper: Empirical.\u0000\u0000Keywords: Marketing; Strategy; Incentives; Services; Retail; Loyalty, Asia.\u0000\u0000JEL Classification: M30. M31. M39","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126941185","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Extant research emphasizes that consumers use mass customization toolkits to create products they consider to be unique, and that perceived uniqueness is an important part of customer value. This research investigates the conditions of the customer's quest for uniqueness. It is motivated by the observation that decisions are often driven by others’ choices and a desire to fit in, rather than to be distinct. We hypothesize that consumers are more inclined to choose uniqueness for hedonic product attributes but tend toward conformity in utilitarian attributes, and that consumers’ need for uniqueness and product involvement moderate the choice. In a series of experiments, we find support for most hypotheses. We introduce conformity as a driver of choice behavior in mass customization toolkits and suggest that mass customization can best be seen as enabling consumers’ preferred mix of uniqueness and conformity. Our results also inform managerial practice, highlighting that mass customization toolkits should consider customers’ uniqueness and conformity requirements. We suggest reducing the number of utilitarian options while increasing the variety for hedonic attributes.
{"title":"The Choice between Uniqueness and Conformity in Mass Customization","authors":"M. Zaggl, M. Hagenmaier, C. Raasch","doi":"10.1111/radm.12327","DOIUrl":"https://doi.org/10.1111/radm.12327","url":null,"abstract":"Extant research emphasizes that consumers use mass customization toolkits to create products they consider to be unique, and that perceived uniqueness is an important part of customer value. This research investigates the conditions of the customer's quest for uniqueness. It is motivated by the observation that decisions are often driven by others’ choices and a desire to fit in, rather than to be distinct. We hypothesize that consumers are more inclined to choose uniqueness for hedonic product attributes but tend toward conformity in utilitarian attributes, and that consumers’ need for uniqueness and product involvement moderate the choice. In a series of experiments, we find support for most hypotheses. We introduce conformity as a driver of choice behavior in mass customization toolkits and suggest that mass customization can best be seen as enabling consumers’ preferred mix of uniqueness and conformity. Our results also inform managerial practice, highlighting that mass customization toolkits should consider customers’ uniqueness and conformity requirements. We suggest reducing the number of utilitarian options while increasing the variety for hedonic attributes.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-07-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131181525","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Prof. Arhan Sthapit, PhD, Wilaiporn Laohakosol, Ayush Sharma
The paper examines the impact of product-related factors (price, quality, and country of origin, product feature) and social factors (social influence and compatibility) on the purchase intention of smart-phone buyers in the Kathmandu Valley, Nepal. Based on the primary data survey method, questionnaires were administered on 340 graduate students of seven business schools inside the Kathmandu Valley selected through a judgmental sampling technique. The results of the causal-comparative analysis, based on correlation and regression analyses, showed that among the considered independent variables, compatibility, social influence and product features would significantly influence the purchase intention of the smart-phone buyers, while price, quality and country of origin had no significant relationship with the purchase intention. However, all the independent variables were found to be positively correlated with the purchase intention of smart-phone buyers. The implication of findings is that the Nepali buyers are more likely to purchase smart-phones if they find attractive product features compatible with their needs and social sphere.
{"title":"Impact of Product-Related and Social Factors on Purchase Intention of Smart-Phone Buyers in Nepal","authors":"Prof. Arhan Sthapit, PhD, Wilaiporn Laohakosol, Ayush Sharma","doi":"10.2139/ssrn.3238642","DOIUrl":"https://doi.org/10.2139/ssrn.3238642","url":null,"abstract":"The paper examines the impact of product-related factors (price, quality, and country of origin, product feature) and social factors (social influence and compatibility) on the purchase intention of smart-phone buyers in the Kathmandu Valley, Nepal. Based on the primary data survey method, questionnaires were administered on 340 graduate students of seven business schools inside the Kathmandu Valley selected through a judgmental sampling technique. The results of the causal-comparative analysis, based on correlation and regression analyses, showed that among the considered independent variables, compatibility, social influence and product features would significantly influence the purchase intention of the smart-phone buyers, while price, quality and country of origin had no significant relationship with the purchase intention. However, all the independent variables were found to be positively correlated with the purchase intention of smart-phone buyers. The implication of findings is that the Nepali buyers are more likely to purchase smart-phones if they find attractive product features compatible with their needs and social sphere.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126922508","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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