purchase intention

The aim of this study is to develop a conceptual model for purchase intention of foreign food products in the Iranian context. Based on an in-depth review of past literature, the sub-factors related to customer’s purchase intention were extracted. Then, exploratory factor analysis and confirmatory factor analysis were applied to identify and confirm the factors affecting purchase intention of foreign food products. The obtained results illustrate the thirteen factors as follows: “corporate social responsibility”, “customer knowledge and awareness”, “perceived risk”, “retailer’s commercial image”, “customer’s personality characteristics”, “social identity”, “product features”, “attitude”, “country-of origin”, “perceived value”, “subjective norm”, “loyalty”, and “perceived behavioral control”. The proposed model could contribute to international food companies and retailers to understand customers’ expectations and to gain more market share in Iran. Designing a conceptual model for purchase intention of foreign food products in Iran based on a comprehensive set of the effective factors, developing the theoretical literature in the field of the factors affecting customer’s purchase intention, and presenting valuable results for academicians, marketing managers, and retailers.

Background: Companies in a competitive environment are forced to use strategies that bring them more survival. Consumer satisfaction depends on ethical marketing, which deals with ethical principles and marketing practices and regulations. Evaluating ethical tools in marketing strategies is a strategy that increases the profitability and sustainability of companies due to attracting more customers. Method: This research is a qualitative research that has been done by using the data theory of the foundation with interview tools from the research community, which includes 23 academic experts, managers and experts in the field of marketing and social media who were selected by purposive sampling. Data analysis was performed with MaxQDA software in three stages: open, axial and selective Results: The findings represent 104 open source codes that eventually led to the six main axes in the model. Conclusion: Based on the research results, the model includes influential factors (structural, managerial, store-related and social media-related). Social media marketing is a central phenomenon that includes (advertising, communication, and word-of-mouth electronic advertising). It encompasses the prevailing context (interactive, competitive, and globalizing environment), including intervening factors (religious, technological, and economic) that influence the ethical strategies of social media marketing. Marketing, economic and human resources actions in the form of ethical strategies lead to the formation of economic and user-related consequences.

The progression of Internet as a vehicle to penetrate and develop markets is far reached. Advancement in telecommunication and technology are very rapid in Malaysia. Further, the spur is supported and promoted by the government whilst Malaysian’s are receptive to this. However, Malaysian retailers seem to channel much of its turnover through the old avenue. This study is a litmus test on Malaysians awareness on the local apparel sites. Some of the highlighted rationale to shop for apparels online is the experience, convenience and availability. On the flip side, non-user friendly, safety and non-sensory environment are underscored. These variables are analyzed using Chi-Square analysis to test its statistical independence, followed by correlation and further regressed. The research is focused on university students within Klang Valley. There are limited resources to previous studies done on this subject as source of reference. Therefore, further studies can bring forth insights on retailers in Malaysia and the consumer’s behavior; or either one, as the catalyst influence awareness on our local apparel sites. Rhetorical as it may sound, no one is prepared to assume risks in a questionable market

The convergence of the stock market and the Internet has created new marketing channels in the e-commerce and stock market brokerage industry. Given the fact that the brokerage industry is customer-oriented, the principal challenge for firms active in this industry is attracting and maintaining customers and traders. This study aimed to assess the impact of the quality of financial service provider websites on customer responses among brokerages. The conceptual framework was developed Based on the S-O-R paradigm so that, corporate reputation and perceived value used as the mediator factors. This research adopted a questionnaire survey. All factors were measured with multiple items. The conceptual model was tested using PLS-SEM and Smart PLS software. Findings show that website quality is a determinant factor in predicting customer responses. The impact of website quality directly on customer perceived value and corporate reputation was significant. Also, corporate reputation and perceived value have a positive and significant impact on purchase intention and word-of-mouth. The Sobel test results, at 95% confidence level, accepted the indirect impact of website quality on word-of-mouth and the purchase intention, taking into account the mediating role of corporate reputation and perceived value. In general, this research developed a proposed framework on the role of website quality on customer and trader behaviour in the brokerage industry

Online reviews play a crucial role in the consumer decision-making process in the glamping industry. Some reviews are misleading; therefore, users need to identify credible reviews to form objective opinions. This study examined dimensions of perceived review credibility and its influence on purchase intention within the glamping business. Online surveys were conducted with respondents with relevant travel experiences to examine the key credibility factors. Findings identified that review length, amount of detail, writing style, and travelers’ images; as well as mixed, moderate, and two-sided reviews influence perceived review credibility. It was also found that perceived review credibility influences purchase intention; that management response impacts perceived company credibility and purchase intention; and that personalized management response is valuable for the perceived credibility and purchase intention. A revised conceptual framework was developed to demonstrate the sources of perceived credible online reviews and the role of management responses in the reviews. In addition to the theoretical contribution, this study can have practical marketing implications for businesses when creating online promotional material for their products and engaging with customers

Purpose: This research aims to design and explain the process model of content marketing with the approach of strengthening the customers' purchase intention in the field of Keshavarzi bank services.Method: This research is applied in terms of purpose, exploratory in terms of approach, and mixed (qualitative-quantitative) in terms of data analysis. In the qualitative phase, a group of experts was considered as the statistical population including senior managers of the Keshavarzi Bank, university professors in the field of marketing, and marketing consultants familiar with the banking industry. In this phase, using a targeted non-probability sampling method, 11 experts were selected and interviewed in depth. In the quantitative phase, the customers of the Keshavarzi bank in Ahvaz were considered as the population, and out of them, 400 people were selected as a statistical sample based on the available random sampling method. The main tool of data collection in the qualitative phase was in-depth and unstructured interviews with experts. In the quantitative phase, a closed and researcher-made questionnaire consisting of 42 items was used as the main tool for data collection. In the qualitative phase, the data from the questionnaire was analyzed based on the grounded theory method (open, central, and selective coding). Content validity and reliability were obtained with Cronbach's alpha coefficient of 0.7. In the quantitative phase, SPSS and LISREL software were used to perform descriptive and inferential analyses.Findings: The findings showed that the content marketing process model included 14 categories  including causal factors (emphasis on ethics in the design of advertising message; emphasis of advertising message on competitive advantages; persuasive power of advertising message; the power of advertising message to create needs in the customer), contextual and environmental factors (adjustment of the message with the culture of the society; the general inclination of the society to use social media), the main category (attracting the customer's attention to the content of the promotional message and the services of the Keshavarzi bank), Intervening factors (use of specialized media to spread advertising messages; following the example of world-class banks in digital content production), strategic factors (stimulating customers to pass the promotional message by word of mouth; systematic and viral dissemination of the promotional message through digital social media), the consequences (increasing the intention to purchase the services of the Keshavarzi bank; strengthening the brand of the Keshavarzi bank; increasing loyalty to the Keshavarzi bank).Conclusion: The results of the research led to the design of a content marketing process model with the approach of strengthening the purchase intention of customers in the field of Keshavarzi bank services (based on the structure of the paradigm model). The hypothesized relationships of the model were tested and verified in a large community.

This paper sought to examine the impact of perceived Social Media Marketing Activities (SMMAs) on customer purchase intention via brand awareness in an online context. An online questionnaire was used to collect data from 188 samples. The data were analyzed using the structural equation modeling approach, and the research hypotheses were examined using SEM. The study measured SMMAs through personalization, customer community, and live video. The results revealed that SMMAs were insignificant towards brand awareness and purchase intention. The result also stated that brand awareness does not mediate the relationship between SMMA and purchase intention. However, brand awareness was found to affect purchase intention positively. The current study introduces the stimulus–organism–response model as a theoretical support to examine SMMAs of e-commerce to customers' purchase intention via brand awareness.

This research was conducted to investigate the motivations and attitudes of consumers to choose chocolate and their effects on purchase intention. For this purpose, the effects of health variables, mood, weight control, chocoholism, sensory, packing, price, and brand trust on the purchase intention of chocolate have been investigated using the structural equation model. The results of this research indicate that only the variable of mood has a positive and significant effect on chocoholism. Additionally, the variables of brand trust, packaging, and price have a positive, direct, and significant impact on the intention to purchase chocolate. Mood and packaging stood out with a notable difference, indicating that these two factors are especially important from the consumer’s perspective. Furthermore, attractive packaging has the ability to attract the attention of consumers and convey important information about the product, including taste, ingredients, and nutritional value. Also, most consumers buy chocolate products from their trusted brands, so in this case, famous and reliable brands usually have an advantage, price sensitivity is different in consumer groups. These factors are often interrelated and their importance may vary depending on individual preferences, demographics, and market trends.

Online review sites and social media platforms have become crucial sources of information for consumers, greatly influencing their purchasing behavior and decision-making, especially in the food and beverage industry. However, not many studies have been carried out to understand how social media influences customers’ purchase intentions at fast-food restaurants. This paper examines the growing influence of social media attributes on purchase intentions, with a focus on the Malaysian context. Previous studies highlight the increasing importance of social media platforms as marketing tools and their impact on customers’ purchase intentions. The research explores the relationship between habit and informativeness and their influence on purchase intentions among young adults in fast-food restaurants. A purposive sampling method was utilized to gather data from 142 fast-food customers through a cross-sectional online survey. The research hypotheses were analyzed using the partial least square structural equation modeling. Key findings found that habit and informativeness have a significant positive impact on customers’ intentions to purchase at fast-food restaurants. The study contributes to the existing literature by highlighting the growing influence of social media on consumer behavior in the context of fast-food restaurants. It adds to our understanding of how social media platforms serve as effective marketing tools, particularly among young adults, and how they can influence purchase intentions. By understanding the interplay of habit, informativeness, and purchase intentions, businesses can develop more effective marketing strategies and foster stronger relationships with their customers.

This study investigates the impact of brand symbolism on brand evangelism behavior among Persepolis Club evangelists in Mashhad during spring 2024. As an applied descriptive-correlational research, data were collected from 320 purposively sampled participants using standard questionnaires: Osmanova et al. (2023) for brand symbolism and Becerra and Badrinarayanan (2013) for brand evangelism. The reliability and validity of the instruments were confirmed through Cronbach’s alpha, internal consistency, composite reliability, and convergent and discriminant validity tests. Structural equation modeling (SEM) via LISREL was employed for data analysis. Results show that brand symbolism significantly affects brand evangelism and its components, including purchase intention (path coefficient = 0.45), positive word-of-mouth (0.30), and negative word-of-mouth against competitors (0.12). Purchase intention further influences positive (0.51) and negative word-of-mouth (0.45), while positive word-of-mouth also impacts negative word-of-mouth toward rival teams (0.27). These findings suggest that brand symbolism positively drives evangelism behaviors such as purchasing Persepolis products and promoting the club while discouraging competitor support. Based on these outcomes, it is recommended that Persepolis Club enhance its brand symbolism through targeted marketing strategies—such as exclusive fan events, social media engagement, and branded merchandise—to deepen fans’ emotional connection and strengthen brand evangelism. Such initiatives are likely to boost positive purchase intentions and supportive word-of-mouth, benefiting the club’s overall brand strength.

The distinctive characteristics of sportswear underscore the critical importance of product quality in this sector, where purchasing decisions are often influenced by brand reputation and perceived quality. Sports products are not only essential for athletic activities but are also increasingly integrated into daily wear and leisure attire. This study examines the impact of sports product quality and retail service quality on brand preference and purchase intention, with a focus on the mediating roles of perceived value and brand equity. Using a descriptive-survey approach and structural equation modeling, the research targeted customers of prominent domestic and international sports brands in Iran. Given the unlimited population size, a sample of 384 was determined based on the Krejcie and Morgan table; ultimately, 370 completed questionnaires were analyzed. Data were collected using validated scales: perceived value (Ebrahimi et al., 2014), brand equity (Boyle et al., 2013), purchase intention and brand preference (Chang & Liu, 2009), and product and service quality adapted from Ebrahimi et al. (2009) and Ismailpour and Goldouzi (2013). The structural equation analysis revealed that both product and service quality directly affect purchase intention and also exert influence through the mediating role of brand equity. Furthermore, brand equity mediated the relationship between quality dimensions and brand preference. These findings suggest that enhancing perceived quality—through factors such as durability, functionality, product design, and after-sales service, supported by strategic communication—can strengthen brand preference and maximize purchase intention among consumers.