This study was conducted to investigate the impact of exposure sponsored events, involvement with and sponsor-event congruence on attitudes toward sponsor purchase intention. The paper first reviews existing literature then develops related hypotheses achieve its objectives. combined both qualitative quantitative research methods. It by surveying 293 participants followers Vietnamese Rap 2020—a...

Purpose This study aims to analyze the factors that drive purchases via Instagram and contribute growth of Commerce examine moderating role gender, age experience in use proposed relationship between six variables derived from commitment–trust theory, technology acceptance model consumer decision-making theory. Design/methodology/approach A survey was completed by respondents after watching a v...

(AR) has been shown to improve consumers' shopping decisions and experiences. Based on a theoretical stimulus-organism-response model cognitive load theory, this research examines the effects that AR variables related load, hitherto scarcely considered. Specifically, impact of perceived similarity among options, confusion caused by overchoice prepurchase dissonance purchase-related behavioral i...

This study demonstrates how learning approaches (classical conditioning, operant conditioning, and cognitive learning) can be incorporated in the design of advergames to influence the attitudes, recall of brand, recall of product information, and purchase intention. The results show that cognitive learning results in the best recall of brand name and product information, followed by classical a...

The domination of Word of mouth (WOM) has been applauded for many years as key influence on consumer purchases. Associating WOM with the internet usually called electronic-WOM (e-WOM) makes transmission of messages much easier, wider and faster. As e-WOM is not restricted to strong social tie groups thus the message itself plays a critical role in building purchase intention. The present study,...

Purpose: This study aims to verify the reactions of nail service consumers indecisiveness during purchase process and effect on intention delay. Moreover, it examines whether consumers’ affects their intentions delay differently depending content message framing presented by providers. Finally, this provides implications for shops improve consumer satisfaction business performance through effic...

Chinese advertising industry has dramatically developed as consumers’ concerns over the impact of environmental degradation on their lives and interests increase, which results in a significant sale of green products. This study aims to explore how green advertising affect consumers purchase intention of green products. The data were collected from 313 consumers in Shanghai, China. The research...

Consumers have become highly concerned about their enduring health and moulding behaviour towards benefits purchases. With regard to this, the paper aims examine determining factors that influence purchase intention of organic food in Biratnagar. Among different exploratory factors, this study impact trust, consciousness knowledge on food. A self-administered questionnaire was sent a random bas...