The use of YouTube advertising by companies to communicate with their customers is increasing nowadays, along with the increasing number of YouTube audiences. But only a few scholars have examined the effectiveness of YouTube advertising on customers' purchase intention. This study aims (1) to analyze the factors of YouTube advertising (e.g. entertainment, informativeness, customization, and irritation) and their impact on perceived YouTube advertising value; and (2) to evaluate the effect of YouTube advertising towards customers' purchase intention. This was a conclusive quantitative research with 261 respondents aged 18-29 years. This study found that the more entertaining and the more informative the YouTube advertising, the higher the YouTube advertising value. However, the customization and irritation factors that were assumed to influence the YouTube advertising value, were not proven. Finally, the YouTube advertising value significantly positively influenced the customers' purchase intention and was partially mediated by brand awareness.
At the moment the world market continues to change, sustainability pillars such as environment, economy and social justice have become part of marketing decisionmaking. Developing a marketing strategy in the midst of current environmental and economic issues has led to a focus on the importance of green marketing. Using the theory of consumption values and value-attitude-behavior model, this research proposes to explore the green consumer behavior for green products in Indonesia. Attitude toward green product and consumer values such as functional value (price and quality), social value, conditional value, epistemic value, emotional value, and environmental value were used to study the green consumer behavior for green products. This study developed a research model and empirically tested by collecting data from questionnaires that were distributed in Indonesia. Based on a sample of 200 respondents, the results indicate that only social value has a positive impact on green consumer behavior, functional value (price), functional value (quality), environmental value, conditional value, epistemic value, and emotional value do not influence green consumer behavior. As a mediator, attitude toward green product has a significant effect on epistemic value, environmental value, and emotional value. This confirms and significantly adds to the literature of green consumer behavior in a developing market.
According to the goal of Sustainable Development Goals (SDGs) number 12, the producer is responsible for producing a better-quality product while minimizing natural resources and toxic materials. Along with that, the consumer’s awareness of buying environmentally friendly products also increases. However, sometimes there are over claims from manufacturers who claim their products as eco-labels or green products so that sometimes it raises skepticism from consumers. Based on that, the aims of this research is to examine the outcome of green skepticism as one of the inhibitors toward green product purchase intention and also to discuss the role of environmental knowledge and concern as mediator, in the context of personal care products in Indonesia. An online survey managed to collect 177 respondents domiciled in Indonesia, and being analyzed by SEM. By using the ABC Theory framework, this study indicates that green skepticism reduces consumer’s intention to purchase green personal care products. On the other hand, both environmental knowledge and environmental concerns increase customers’ green purchase intentions directly. Furthermore, they are founded to mediate the relationship between green skepticism and green purchase intentions. This research will benefit academic resource for future research, practitioners in the related fields, and the environment.
The role on Online Grocery Shopping (OGS) is increasing each day, and this happens due to the increasing use of the Internet and the changing lifestyle of consumer. Therefore, retailers are constantly trying to make improvement of their services in order to get the best benefit that retailers and consumer can get. This study aims to identify which experience factors that affect customer satisfaction of online grocery shopping. A sample of 580 Indonesian that participate in this empirical study. Structural Equation Model of PLS were used to justify the measurement model and the relationship in the model. The results reveal that customer service, delivery and brand experience, also economic value as significant factors that affect the online grocery shopping satisfaction. Which means that these factors have a role in encouraging a positive online shopping experience for customer, influencing the customer satisfaction, and will likely to make repeat purchases and participate in spreading positive information about retailers. Based on these findings, retailers should be conscious that the improvements of customer experience are important for achieving a highly ideal online grocery retailer.
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