Impacts of Video Display on Purchase Intention for Digital and Home Appliance Products—Empirical Study from China

Hao, Ruohong; Shao, Bingjia; Ma, Rong

doi:10.3390/fi11110224

Cited by 6 publications

(4 citation statements)

References 32 publications

(46 reference statements)

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“…It has been observed that the display positively impacts the customers' purchase intention [42]. The video display's effect increases the customers' awareness of the product, increasing the purchase intention [43]. Accordingly, we suggest the relationship between display marketing practices, customer satisfaction, and purchase intention as: Hypothesis 2a (H2a).…”

Section: Display Customer Satisfaction and Purchase Intentionmentioning

confidence: 83%

Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

Dash

Chakraborty

2021

Sustainability

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This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

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Section: Display Customer Satisfaction and Purchase Intentionmentioning

confidence: 83%

Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

Dash

Chakraborty

2021

Sustainability

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“…Content-oriented needs and relationship-oriented needs having social interaction value show positive impacts on fan page usage intensity and fan page engagement, which ultimately enhance the online shoppers' purchase intention (Ho et al, 2014) [25 a ]. Further, in online shopping, an increase in consumers' perceived information, increases their perceived value of the product, thereby positively affecting purchase intention (Hao, Shao, & Ma, 2019) [30]. And, also product usage scenario information can significantly and positively influence the perceived information quantity of consumers (Hao et al, 2019) [30].…”

Section: Role Of Perceived Valuementioning

confidence: 99%

“…Further, in online shopping, an increase in consumers' perceived information, increases their perceived value of the product, thereby positively affecting purchase intention (Hao, Shao, & Ma, 2019) [30]. And, also product usage scenario information can significantly and positively influence the perceived information quantity of consumers (Hao et al, 2019) [30]. But, perceived emotional value and electronic word of mouth, have been found to have no significant influence upon purchase intentions (Apiraksattayakul et al, 2017) [14 e ].…”

Section: Role Of Perceived Valuementioning

confidence: 99%

Virtual Buyer-Seller Interaction Is the True Driver of Online Purchase-Intention: A Study by Ism Approach

2020

jcr

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Individuals in modern society are hard-pressed to be physically present in each and every instance. Social media made their lives easier in this regard. So, virtual interaction, if can be effective, then those individuals (on-line purchaser) may be pushed up to the threshold level of their psychology (purchase intention) to purchase on-line their desired product. In this context, the research problem is stated as "can the on-line purchase intention be driven by virtual buyer-seller interaction?" The broad objective of the study is to analyze the relationship between 'virtual buyer-seller interaction' and 'online purchase intention' through Interpretive Structural Modeling (ISM) along their respective drivers. Qualitative research is the base of this study, where literatures on various empirical and theoretical research works or studies are logically related by the authors of this study to arrive at a structural model, which is developed through Interpretive Structural Modeling (ISM). Major Findings of this study refers that virtual buyer-seller interaction with certain level effectiveness, is justified to have meaningful impact on online purchase intention having factors like customers' engagement, perceived value, and attitude towards on-line shopping action at the level-II of the ISM. Driving factors, dependency factors, and linkage cluster is explored clearly in this study. So far as originality / contribution are concerned, virtual buyer-seller interaction is explored to be a meaningful driver of online purchase intention. Additional originality is that three parallel mediators can be justified between the above said relationships through future empirical studies, which are developed through ISM in the current study. INTRODUCTION:Individuals in modern society are hard-pressed to be physically present in each and every instance that is needed for their lives. Social media play a vital role in providing a space in their mind for the virtual interactions between seller and buyers. If these interactions can be effective, then those individuals (here after, on-line purchaser) may be pushed up to the threshold level of their psychology (here after, purchase intention) to purchase online their desired product. It is not so simple to describe the relationships between the buyers and sellers in the modern marketing scenario; it is even more complex in the online marketing or purchasing actions. So far as behavioral intentions are concerned, some more psychological aspects may appear between the buyers' actions and sellers' actions. In these line of thoughts, if the literatures will be searched, then some important variables can be identified such attitude, value, customers' involvement, some such other variables may appear with the relationships between buyers' behavioral intentions and the typical connection of buyer with seller. Thus, it is very important in the strategic point view that the buyer-seller relationships need to be connected with purchase intention for online purchase actions. In this background, resea...

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“…IS increases a customer’s knowledge about a brand promoted on social media, and this helps the customer to make better decisions and reinforces the PI (Al-Adwan & Kokash, 2019; Hao et al, 2019; E. Katz et al, 1973; Turcotte et al, 2015), leading to the following hypothesis:…”

Section: Introductionmentioning

confidence: 99%

Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?

Amor

Mzoughi

2023

SAGE Open

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While the social media app Snapchat has increasingly attracted the attention of millennials around the world, there is limited empirical research dealing with Snapchat marketing. For businesses, it is imperative to know how effective Snap Ads are at reaching millennials. Based on the uses and gratifications theory (UGT), this study aims to fill this research gap by identifying millennials’ motives for using Snapchat and analyzing how they affect their attitudes toward Snap Ads and the subsequent behavioral intentions. Some 265 Saudi, Snapchat-using students aged between 18 and 35 completed an online survey. Our data analysis employed exploratory and confirmatory factor analyses, as well as structural equation modeling. The results indicate that respondents seek four forms of gratification from using Snapchat, namely information seeking, self-expression, entertainment, and social interaction. Of these, only information seeking and entertainment were found to have significant positive influences on attitudes toward Snap Ads, intentions to share then, and purchasing intentions. This research contributes to the theory by proving that the UGT is suitable for gaining knowledge about consumer behavior on social media in general, as well as by proposing a framework for studying the persuasive effectiveness of Snap Ads in particular. From a practical perspective, this study offers guidelines on how customized Snap Ads can be conceived for millennials, so they will not irritate them.

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Impacts of Video Display on Purchase Intention for Digital and Home Appliance Products—Empirical Study from China

Cited by 6 publications

References 32 publications

Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

Virtual Buyer-Seller Interaction Is the True Driver of Online Purchase-Intention: A Study by Ism Approach

Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?

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