The Internet and Consumer Choice

Presents findings on how heavily consumers rely on the Internet to research and buy music, cell phones, and real estate; whether they post online comments on purchased products; and whether the Internet circumvents traditional means of purchase

The Influence of Visual Social Media, Online Customer Reviews, and Personal Communication on Young Adults’ Purchase Intention: A Mixed Methods View into Consumer Socialization

Due to an increase in visually-oriented online social media websites and other user-generated content, such as online customer reviews, young adults are learning and using consumer-related knowledge differently than in the past. Traditionally, individuals emulated their consumption style after behaviors modeled by family, peers, and traditional forms of mass media.  Since the popularity of visual social media and online customer reviews have gained a stronghold on young adults, it was hypothesized that individuals gain consumer knowledge of products through visual social media and other user-generated customer reviews. Explanatory sequential mixed methods were used to investigate which resources young adult consumers consult when searching for product information. Survey results indicate that young adults rely on visual social media and online customer reviews for information about products. Family members and peers were consulted for products as well, with findings from individual interviews indicating that mothers were the most influential resource. Keywords: Consumer socialization; Online customer reviews; Visual social networking website

Malt, Hops, and a New Demographic: A Study of the Forces Behind the Craft Brew Revolution

This paper examines factors associated with the recent rise in demand for craft beer, referred to by many as the “Craft Brew Revolution”. Using data for the number of brewery permits issued in each state by the Alcohol and Tobacco Tax and Trade Bureau (TTB), I look at demographic characteristics associated with areas that have seen an increase in demand for craft beer. The paper also focuses on the influence the Internet has had on changes in demand within the beer industry, by analyzing the correlation between the number of breweries and online search behavior collected through Google Trends. Results from the study suggest that the exponential increase in the number of breweries in the United States since 2009 is the result of craft beer’s ability to appeal to both millennials and consumers with higher levels of income. The implications of these findings are not exclusive to the beer industry, and shed light on a change in demand toward more local and specialized products taking place across many markets, especially within the food industry

Electronic word-of-mouth and its influence on purchase intention: a literature review and research agenda

AbstractThe rise of the internet enables consumers to exchange and share consumption-related experiences through online reviews. This form of word of mouth, referred to as electronic word of mouth, can exert a strong impact on consumers' buying behaviour. Thus, academic interest in investigating the impact of e WOM has increased significantly over the last two decades. Al though many studies on the impact of e WOM have been published, the literature is fragmented, and scant attempts have been made to incorporate the findings of the existing research. This paper conducts a systematic literature review to synthesise the findings of prior research and to explain the impact of e WOM on consumers' purchase intention. Based on the analysis of the relevant literature, age, involvement, product and consumer characteristics were identified as moderators, while brand equity dimensions and trust act as mediator variables for the relationship between e WOM and purchase intention. Finally, drawing on the TCCM framework, this study provides directions for future research

Uncorking the potential of wine language for young wine tourists

Effective communication with consumers underpins growth in wine knowledge that, in turn, contributes to growth in wine consumption. Indeed, tasting notes may enhance consumers’ experiences of wine. Yet wine language is full of fuzzy concepts. In this chapter, we consider the language used to talk about wine, specifically the humanlike features of wine (e.g., wine is described as honest, sexy, shy, or brooding). We demonstrate that metaphoric language is integral to the experience of wine and influences consumer behaviour. We discuss practical implications for the cellar door experience, and for effective and ethical wine communication. We conclude that metaphoric language is a pedagogical and cultural platform for engaging younger wine tourists in the cellar door experience, which is a significant revenue source for micro, small, and medium wineries

Understanding incentives and deterrents of mobile shopping

Mobile shopping allows consumers to shop on their mobile devices from anywhere and at any time. In this paper, we interviewed 14 U.S. adults to learn about their shopping motivations and shopping practices to see how mobile shopping situates within their ecology of purchasing behaviors. Our data suggested that most consumers perceived bargains and convenience as the major reasons for mobile shopping, while some consumers were still reluctant to shop on mobile devices due to security concerns and his/her mobile device’s screen size. Although there were gender differences in general shopping behavior, there were no obvious gender differences found with regard to the motivations & decision-making processes in mobile shopping. We suggest that retailers and app designers resolve consumers’ concerns on safety and security to increase their willingness to shop on mobile devices

The Mexican Dream, What Drives the Mexican Millennial to invest?

The Mexican dream is the equivalent of the American Dream for Mexico. This thesis explores what is the equivalent of the American Dream for young Mexican adults (25 to 35 year old Mexicans). The aim of the study is to develop an understanding of the core values of young Mexican adults. The study is made for a case company, Expertos Patrimoniales Wealth Management Advisors, who intend to sell financial management services to these young Mexican adults in the next 5 to 10 years. This study implements a cross-cultural consumer behavior framework by David Luna, in order to consider factors like culture, and value systems to uncover the Mexican Dream for young Mexican adults. In order to gather data for this study, key informants were interviewed in specific areas, such as culture, financial consumer behavior and Mexican culture among others. The results suggest that independence is a strong driver for the young Mexican adults, independence from their family, from the corporate hierarchy and men. These core drivers differ from the traditional culture values where hierarchy and a secure job, family which includes the extended family and women´s economic dependency on men have been strong. Images of the future are created in order to understand the young Mexican adults Mexican Dream in the next 5 to 10 years, in order to provide useful information for the case company for the development of products and services that this segment of the Mexican market might find interesting in the near future.siirretty Doriast

A Theoretical Framework on the Determinants of Food Purchasing Behavior of the Elderly: A Bibliometric Review with Scientific Mapping in Web of Science

The past few years have seen significant demographic changes in most regions, including an increased elderly population. Subsequently, elderly citizens comprise an important market segment of consumers, with the food industry one of the most affected areas in this context. However, food market managers previously believed that elderly consumers’ needs were stereotyped in nature. The lack of focus on this sector, therefore, left elderly consumers as an untapped market, without realizing the financial independence of this segment regarding their nutrition. This research will attempt to provide the key determinant factors on elderly consumers’ behavior related to food. For that purpose, a complete literature review of more than 123 papers regarding these concepts has been carried out. Once analyzed, we highlight the common insights to give clear guidance for supermarket managers and food manufacturers to have a better knowledge of the reasons behind elderly people’s food acquisitions

An Evaluation of Product Descriptions and Brand Trust as influencers of Purchase Intent in a Luxury Second Hand Ecommerce Shopping Environment

In a world where fashion is a one-and-done look for an Instagram photo, represents 4% of global waste, and is growing at a rate of 11 times faster than traditional retail, there is a growing interest to reduce the carbon footprint of fashion by offering outlets for consumers to circulate their wardrobe through consignment opposed to throwing it away (Bird, 2018). Research has been done to evaluate the importance of information on e-commerce websites, with little focus on secondhand e-commerce. Previous research on secondhand shopping focuses mostly on shopping motivations, but once a customer has decided to shop secondhand what exactly influences the purchase? What is the customer using to evaluate secondhand products, specifically in an online environment where physical assessment is limited? The way customers evaluate secondhand purchases may not be the same as a new purchase. Utilizing a sample of 196 luxury secondhand shoppers, Multiple Regression was used to evaluate the influence of brand trust and product descriptions on consumer purchase intention in Secondhand eCommerce. Both brand trust and product descriptions were found to influence purchase intent. Further, brand trust showed more significance than product descriptions. With high levels of uncertainty in a vastly growing market, it is beneficial for retailers to understand and evaluate what consumers value in secondhand luxury e-commerce purchases

Intrinsic Incentives for Online Business Reviews: Driving Knowledge Transfer Across Businesses

The present paper aims to analyze business-to-business feedback, where managers and customers provide reviews for partners or client organizations, as this practice has become increasingly common in the present business environment. However, the intrinsic motivations that drive managers and individuals to engage in this practice are not yet fully understood. Previous research has highlighted potential reasons for issuing feedback, but our study highlights some new perspectives on the significance of online reviews, the reasons why individuals issue them, and their potential impact on the decision-making process of consumers and business partners. Our findings suggest that improving customer service and interactions is essential for encouraging positive reviews. Our data also indicate that age might play a crucial role in attitudes toward leaving online reviews. Older individuals appear to perceive their reviews to be more objective and fairer, while younger individuals are more easily convinced by the opinions of others. The frequency of leaving reviews can also vary a lot depending on the age of the individual, possibly due to a lack of time or belief that their opinion may not have any valuable impact on other people's lives or decisions. One of the most significant factors that encourage individuals to offer feedback is good interaction with a company representative, highlighting the importance of customer service. The possibility of obtaining a discount and the quality of services and products offered were also important factors in the business-to-business review exchange. Although the data collected is based on a relatively small sample size and may not be representative of the wider population, this study provides valuable insights into the behavior of those who issue online reviews and can contribute to future research directions in this area