A moderated mediation mechanism underlying the impact of website telepresence on purchase intention — Evidence from Chinese female college student customers

Zhu, Guiqin; Jiang, Shuaihe; Li, Kai

doi:10.3389/fpsyg.2022.902414

Cited by 6 publications

(2 citation statements)

References 66 publications

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“…Employee word of mouth was measured by using [ 94 ]. To measure purchase intentions, four items were taken from [ 95 , 96 ]. All items used in the questionnaire to measure each construct were on a 1 to 7 scale (Likert scale).…”

Section: Methodsmentioning

confidence: 99%

Antecedents and Consequences of Banking Customers’ Behavior towards Social Media: Evidence from an Emerging Economy

Zhang

Akbar

Tomuș

et al. 2022

Behavioral Sciences

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Due to the aggressive competitive climate in practically every sector, modern firms in the digital age confront a variety of hurdles for survival and growth. Technology, mainly digital technology, has altered global business practices. To stay ahead of their competitors, marketers need to develop new strategies that make use of digital technology. Using more conventional forms of competition will not result in spectacular outcomes. In this respect, the rise of social media is a game-changer in marketing since it provides marketers with a strategic touchpoint to engage customers with a brand. Still, it is also important to note the customer’s attitude towards social media. Previous studies have, for the most part, ignored the connection between programs involving corporate social responsibility (CSR) and positive experiences for customers. As a result, the current study intends to evaluate the relationship between customer-related CSR activities on social media, customer attitude towards social media, and consumer behavioral outcomes, such as purchase intentions (PI) and electronic word of mouth (E-WOM). Information was collected from banking customers in a developing economy and evaluated with Smart PLS 4.0. According to the findings, customer-related corporate social responsibility activities carried out on social media have an effect on attitudes toward social media, customer behavioral outcomes, such as electronic word of mouth (E-WOM), and buying intentions. The findings also show that a consumer’s feelings toward a brand can bridge the gap between customer-related CSR, E-WOM, and purchase intentions. The current study’s outcomes can help policymakers comprehend the value of CSR practices from the standpoint of marketing, which is something that most CSR researchers overlook

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Section: Methodsmentioning

confidence: 99%

Antecedents and Consequences of Banking Customers’ Behavior towards Social Media: Evidence from an Emerging Economy

Zhang

Akbar

Tomuș

et al. 2022

Behavioral Sciences

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“…It can influence users' attitudes towards websites and products and their purchase intentions. Telepresence has been shown to have a positive predictive effect on consumers' purchase intention, with the flow experience mediating the effect of telepresence on purchase intention (Zhu et al 2022). In short-form video advertising, telepresence refers to the authenticity and immersion experienced in an online shopping environment .…”

Section: Telepresence and Flow Experiencementioning

confidence: 99%

Consumer behavior based on the SOR model: How do short video advertisements affect furniture consumers’ purchase intentions?

Yu,

Zhang,

Zheng

et al. 2024

BioRes

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Short video advertisements are a novel and influential medium for promoting furniture products, but their effects on consumers’ purchase intentions remain underexplored. This study applies the extended stimulus-organism-response (SOR) framework, a psychological theory that elucidates how stimuli (short video ads), organisms (consumers), and responses (purchase intentions) are interrelated. This study quantitatively examines these relationships using structural equation modeling (SEM). The results reveal that the Flow experience and Telepresence experience significantly affect purchase intentions, indicating that consumers who experience high levels of engagement and immersion while viewing short furniture-related video ads are more likely to exhibit buying behavior. This study also identifies three critical antecedents of the Telepresence experience: social influence, perceived entertainment value, and perceived interactivity. These factors may enhance the effectiveness of short-form video advertising by increasing consumer interaction and engagement. Moreover, convenience conditions, perceived entertainment value, and media richness significantly influence consumers’ flow experience. This suggests that these factors should be considered when designing short video advertisements to optimize consumers’ flow experience and thus increase purchase intentions. This study provides empirical evidence for the SOR framework, investigates the impact of short video advertisements on furniture consumers’ purchase intention, and offers practical implications and recommendations for marketing practitioners.

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Unlocking impulsive buying behavior in the metaverse commerce: a combined analysis using PLS-SEM and ANN

Duc,

Mai,

Dang

et al. 2024

GKMC

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Purpose The purpose of this paper is to explore the domain of metaverse commerce and conduct a thorough examination of the complex dynamics that contribute to impulsive purchasing behavior. This study aims to examine the impact of vividness, interactivity and effectiveness on social presence and telepresence within the metaverse, a digital landscape. Specifically, it seeks to understand how these factors influence consumers' impulsive buying behavior. Design/methodology/approach The methodology used in this study consisted of distributing self-administered questionnaires via a survey. Data collection was conducted among a targeted sample of 348 participants in Vietnam who had direct experience with metaverse commerce services. Then, the collected data was subjected to analysis using two distinct methodologies: partial least squares structural equation modeling and artificial neural networks. Findings The findings of this study provide significant insights into the correlation between social presence, telepresence and impulsive buying behavior within the field of metaverse commerce. The research findings also indicate that the impact of social presence and telepresence on impulsive purchasing behavior is contingent upon the enhanced vividness, effectiveness and interactivity of the virtual environment. Originality/value The present investigation unveiled a range of linear and non-linear mechanisms that elucidate the functions of effectiveness, vividness and interactivity in facilitating the complex interplay between social presence, telepresence and impulsive buying behavior in the context of metaverse commerce. The study provides both theoretical and practical contributions to the existing body of literature on Metaverse commerce.

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A moderated mediation mechanism underlying the impact of website telepresence on purchase intention — Evidence from Chinese female college student customers

Cited by 6 publications

References 66 publications

Antecedents and Consequences of Banking Customers’ Behavior towards Social Media: Evidence from an Emerging Economy

Antecedents and Consequences of Banking Customers’ Behavior towards Social Media: Evidence from an Emerging Economy

Consumer behavior based on the SOR model: How do short video advertisements affect furniture consumers’ purchase intentions?

Unlocking impulsive buying behavior in the metaverse commerce: a combined analysis using PLS-SEM and ANN

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