How long does purchase intention exist? “Buying intention survival”: a new insight into forecasting purchase intention abandonment

Abstract

Purpose The purpose of this study is to predict the probability and duration of “Buying Intention Survival” (BIS) and to propose a conceptual framework illustrating its determinants. More specifically, it aims to determine the likelihood of buying intention abandonment (BIA) and the time frame in which the intention abandonment might occur. Design/methodology/approach The data for this study were collected using an online survey of a sample of 573 Tunisian consumers. The data were then subjected to a survival analysis. This method is used for the first time in this context. Findings Results show that the average duration of the BIS could extend over 162 months. Findings also suggest that involvement, anticipated regret linked to a no-purchase decision and social influence have a positive effect on BIS, whereas anticipated regret linked to purchase influences BIS negatively. Practical implications Accurately anticipating the date of BIA is of paramount importance for marketers as it allows them to implement strategies that reduce the risk of abandonment and encourage customers to promptly fulfill their purchasing intentions. Originality/value This paper introduces a new concept, namely, BIS, and applies a survival analysis method to determine whether purchase intention disappears over time, how soon it may disappear, and possible reasons this may occur.