The Role of the Convenience and the Subjective Norm in the Intention of Purchase Across Internet (B2C): an application in the hospitality industry

Izquierdo‐Yusta, Alicia; Martínez–Ruiz, María Pilar; Zarco, Ana Isabel Jiménez

doi:10.7819/rbgn.v13i39.721

Cited by 2 publications

(4 citation statements)

References 34 publications

(49 reference statements)

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“…Secondly, Han et al (2010) defined subjective norm as the probability of whether important referents agree or disagree with the behaviour. It was found that SN influenced intention to purchase through the internet (Yusta et al, 2011). In this study, when people around the individual think that a CRM campaign is a good way to help a worthy cause, then the individual's perceived social pressure to participate in the CRM campaign intensifies.…”

Section: Crm Participation Intention and Hypermarket Visit Intentionmentioning

confidence: 66%

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Increasing Consumers’ Hypermarket Visit Intention through Cause-Related Marketing: A Perspective from the Theory of Planned Behaviour

Hong

Yusof

et al. 2019

RBGN

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Purpose-This study intends to discover factors affecting consumers' intention to participate in cause-related marketing (CRM) and how CRM influences their intention to visit hypermarkets in Malaysia. Design/methodology/approach-Through a self-administered questionnaire and using a mall-intercept technique, a total of 460 samples were collected from consumers in Malaysia. Structural equation modelling was then used to analyse the data. Findings-The results show that three variables (perceived CSR image, consumer-company identification and perceived company-cause fit) out of four significantly predicted consumers' attitude towards CRM. Also, two components (attitude and perceived behavioural control) out of three in the theory of planned behaviour were found to be significantly related to CRM participation intention. Lastly, CRM participation intention was found to influence hypermarket visit intention. Originality/value-The proposed theory of planned behaviour (TPB) was found to be applicable in predicting CRM participation intention and hypermarket visit intention. The findings showed that consumers are more likely to increase their intention to visit a hypermarket that adopts a CRM campaign, which led us to highlight the main implications for hypermarket management and new study areas in this field.

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Section: Crm Participation Intention and Hypermarket Visit Intentionmentioning

confidence: 66%

“…Hsu & Huang, 2012), online buying (e.g. Yusta et al, 2011) social entrepreneurial intention (e.g. Cavazos-Arroyo et al, 2017) and consumers' shoplifting prevention behaviour (e.g.…”

Section: Theory Of Planned Behaviourmentioning

confidence: 99%

Increasing Consumers’ Hypermarket Visit Intention through Cause-Related Marketing: A Perspective from the Theory of Planned Behaviour

Hong

Yusof

et al. 2019

RBGN

View full text Add to dashboard Cite

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“…Several authors have used the subjective norms variable to predict and understand intention and the resulting behavior in different fields, finding that this variable and attitudes are among the strongest predictors [15,64,65]. Scholars have even found a positive relationship between subjective norms toward food consumption and visiting fast-food restaurants [66].…”

Section: Hypothesis 9 (H9) Attitude Toward Eating Positively Influenc...mentioning

confidence: 99%

“…Subjective Norms (SN) adapted from Brinberg and Durand (1983), Izquierdo-Yusta, Martínez-Ruiz and Jiménez-Zarco (2011) [13,65]…”

Section: Latent Variable Observed Items Items Descriptionmentioning

confidence: 99%

Comparing Models with Positive Anticipated Emotions, Food Values, Attitudes and Subjective Norms as Influential Factors in Fast-Food Purchase Intention during the COVID-19 Pandemic in Two Channels: Restaurants and Mobile Apps

2021

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The purpose of this research is to determine if positive anticipated emotions, food values, attitudes and subjective norms influence food purchase intention in two different models: a fast food restaurant and a food delivery service via mobile apps. For this study, we utilized a non-experimental, causal, descriptive and cross-sectional design. From October 2020 to January 2021, self-administered online surveys were distributed to a convenience sample of 200 fast-food consumers at restaurants, and users of food delivery services via mobile apps Puebla City, Mexico. IBM–SPSS Statistics and the SmartPLS 3 Partial Least Squares Structural Equation Modeling were used to test our hypotheses. The results underscored a difference in attitudes between the models. The attitude toward the brand positively and significantly influenced purchase intention via mobile apps, whereas attitude toward eating a hamburger positively and significantly influenced purchase intention of visiting a fast-food restaurant. In both models, positive anticipated emotions exhibited the closest relationships with purchase intention, attitude toward the brand and attitude toward eating a hamburger, whereas food values exerted an insignificant effect on attitudes and purchase intention. Future research should consider performing a face-to-face survey with a random sample while accounting for different demographics, regions and countries, as well as including other brands, food types and restaurants.

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The Role of the Convenience and the Subjective Norm in the Intention of Purchase Across Internet (B2C): an application in the hospitality industry

Cited by 2 publications

References 34 publications

Increasing Consumers’ Hypermarket Visit Intention through Cause-Related Marketing: A Perspective from the Theory of Planned Behaviour

Increasing Consumers’ Hypermarket Visit Intention through Cause-Related Marketing: A Perspective from the Theory of Planned Behaviour

Comparing Models with Positive Anticipated Emotions, Food Values, Attitudes and Subjective Norms as Influential Factors in Fast-Food Purchase Intention during the COVID-19 Pandemic in Two Channels: Restaurants and Mobile Apps

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