밀키트(Meal-Kit)의 제품 선택속성이 고객만족과 구매의도에 미치는 영향

The objective of the study is to analyse the impact of e-service quality attributes on customer satisfaction and on purchase intention and purchase frequency of electronic gadgets and home appliances in Bangalore, India using the service quality (SERVQUAL) model. The e-service quality attributes chosen for the study are empathy, information, security, reliability, user interface, responsiveness, fulfillment, and personalization. This paper extends existing research by quantifying the impact of chosen attributes of e-service quality on customer satisfaction and purchase intentions, and on purchase frequency. 120 responses were collected for the analysis through an online questionnaire using convenience sampling. A diverse mix of respondents who are proficient in digital platform navigation and online purchases were chosen for the study. SPSS and R studio was applied to analyze the data. The techniques used for the study to test the hypothesis and to understand the relationship between the e-service quality attributes on customer satisfaction and purchase intention are descriptive statistics, chi-square, correlation, logistic regression, decision tree, SEM, and k-fold cross-validation. The results indicate that personalization, and fulfillment have a significant impact on customer purchase intention, the attributes fulfillment and information are key attributes for purchase frequency. From SEM analysis it is evident that all the chosen e-service quality attributes have a positive impact on customer satisfaction and it is significant, which in turn enhances purchase intention and purchase frequency. From decision tree analysis it is evident that customers aged 20-40 prefer buying products after verifying seller information on shopping websites. The results of the study provide valuable insights into the e-commerce sector to make better policies and strategies to enhance customer satisfaction and purchase intention.

Brand equity is an important source for corporations to maintain their competitive advantages and earnings. Corporations need to not only offer the best customer service but also cultivate the customer's purchase intention. Preserving customer's purchase intention will help corporations to increase profitability and to maintain competitive advantage. This study is to investigate the impact of brand equity on customer's purchase intention through aspects including brand equity, customer's purchase intention and perceived value. This study explores the impact of brand equity on customer's purchase intention with perceived value as the moderating variable. 260 questionnaires are issued.With exclusion of ineffective and incomplete questionnaires, the total number of effective questionnaires reaches 188, representing an effective response rate of 72%. For data analysis, statistical analyses including factor analysis, correlation analysis and hierarchical regression analysis are conducted with SPSS software. Research findings are as follows: 1. The brand equity has significant positive influence on customer's purchase intention; 2. The perceived value has significant positive influence on brand equity; 3. The perceived value has significant positive influence on customer's purchase intention; 4. The impact of brand equity on customer's purchase intention is significantly interfered by perceived value.

In the digital age, unverified news and electronic word-of-mouth (e-WOM) have become pervasive, raising concerns about their influence on customer behavior and decision-making. This research aims to investigate how unverified news affects customer purchase intention and satisfaction, emphasizing the mediating role of brand image within customer relationship management. Using the Elaboration Likelihood Model (ELM) as the theoretical framework, the study collected the data from 378 undergraduate and postgraduate students in Vietnam. The hypotheses were tested through Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS4. There are two significant results. Firstly, unverified news has significantly influenced brand image and trust, leading to customer satisfaction and purchase intention. Secondly, brand image plays a mediating role in the relationship between e-WOM and purchase intention. This research contributes to the marketing literature by demonstrating how unverified news shapes consumer behavior. The findings provide actionable insights for businesses to adapt their marketing strategies, addressing the growing challenges of misinformation to improve brand trust and customer satisfaction in today’s information-driven market.

Relationship building plays a crucial role in business success because of the saturated nature of the market. Thus, there has been stronger competition because many businesses offer similar products for sale on an online shopping platform. This has given online consumers a wide range of alternatives when shopping online. This present study aimed to investigate the influence of relationship quality on purchase intention among Ghanaian consumers in an online shopping platform while moderated by social support. A convenience sampling method was employed to collect 304 responses from the respondents via web-survey. Partial least square structural equation modeling (PLS-SEM) was used to assess the structural model. The findings reveal that customer trust and customer satisfaction did not significantly influence purchase intention. Furthermore, Customer commitment and social support had a significant and positive influence on purchase intention. Also, social support moderated the relationship between customer trust and purchase intention but had no moderation effect on the relationship between customer satisfaction and purchase intention and customer commitment and purchase intention. This article ends with theoretical and practical implications. Keywords: Relationship Quality, Consumer Behavior, Purchase Intention, Social Support, Ghana DOI: 10.7176/JMCR/78-04 Publication date: April 30 th 2021

PurposeThe purpose of this paper is to investigate the effect of a dimension of logistics service quality (delivery time) interacting with shipping charges and purchase importance on customer satisfaction and purchase intentions in an e-commerce context. Uncertainty in terms of perceived ambiguity and perceived riskiness is shown to be the theoretical mechanism that plays a mediating role in the relationships between delivery time and customer satisfaction, as well as between delivery time and purchase intentions.Design/methodology/approachThis study used a scenario-based role playing experiment. Three variables are manipulated in the design of the study – delivery time, shipping charges, and purchase importance. Participant responses (n=360) were collected through Amazon Mechanical Turk with perceptual measures.FindingsResults indicated that increased delivery time significantly increased customers’ perceived ambiguity and perceived riskiness which reduced satisfaction as well as negatively impacted purchase intentions. Further, free shipping reduced customers’ perceived ambiguity when delivery time was lengthy, but strengthened the perception of ambiguity when the delivery time was short.Originality/valueThis paper sheds light on how a dimension of logistics service quality (delivery time) interacts with shipping charges and purchase importance to impact customer satisfaction and purchase intentions. It introduces uncertainty in the form of perceived ambiguity and perceived riskiness, to the logistics service literature as the mechanism that can explain how delivery time interacting with shipping charges and purchase importance impact customer satisfaction and purchase intentions. The implications for online retailers are that they should display separate shipping charges for shorter delivery times but for longer delivery times they should display a total price for the product which includes the shipping cost. Also when the purchase is important to the customer, they should offer shorter shipping time choices if they want to increase customer satisfaction.

Recently, thousands of companies start to use gamification in their marketing activities to promote marketing effects. Past literature has explored gamification from the perspective of information system. Nevertheless, little research has systemically theorized the elements of gamification on brand effects and customer behavior. Hence, based on S-O-R model, this study explores the effect of a typical gamification element (competition) on customers engagement and purchase intention. We tested the model using online survey data from 361 participants in a gamification platform. Results show that immersion and self-presentation positively mediate the effect of competition on brand engagement. And brand engagement has a positive impact on customers' purchase intention. Finally, we discussed its theoretical contributions and practical implications.

The research is aimed at determining how mobile app usability affects retail customer experience and purchase intention in Delhi. As retail shopping via mobile applications gains popularity, it is important to have knowledge of the effects of usability on customer perceptions and behavioral intentions. An online survey-based survey design was used, in which 240 active users of retail apps completed a structured online survey. Constructs that were measured were usability of mobile apps, customer experience, and purchase intention, which were measured using Likert-scale questions. The reliability was ensured by Cronbach Alpha values exceeding 0.80, and validity was ensured by the factor analysis. Descriptive statistics revealed that the highest ratings of the users were on the app usability (Mean = 4.10), customer experience (Mean = 4.00) and purchase intention (Mean = 3.90). The correlation analysis showed that there were positive significant relationships between usability and customer experience (r = 0.68, p < 0.001) and usability and purchase intention (r = 0.62, p < 0.001). The use of usability as an influential predictor of customer experience and purchase intention was validated using regression analyses. The results can be used to conclude that enhancing the usability of the apps can lead to more customer satisfaction and a higher chance of purchases. The above findings can guide app developers in retailing to maximize user experience.

Purpose: This study aims to examine the influence of customer satisfaction, attitude toward the product, and customer experience on purchase intention, with brand trust as a moderating variable, particularly within the context of Islamic business practices. The research highlights how consumer psychology and brand relationships interact in shaping purchasing behavior in halal markets. Methodology: A quantitative approach with a descriptive design was adopted. Primary data were collected through structured questionnaires and analyzed using the SmartPLS software, employing Partial Least Squares for structural equation modeling (SEM). This method was chosen for its ability to test complex relationships among multiple constructs simultaneously and to assess moderating effects. Results: The findings reveal that customer satisfaction and customer experience significantly influence purchase intention, whereas attitude toward the product does not exert a meaningful effect. Furthermore, brand trust moderates the relationship between customer satisfaction and purchase intention as well as between customer experience and purchase intention, but it does not moderate the link between product attitude and purchase intention. Conclusion: Customer satisfaction and experience emerge as strong predictors of purchase intention in Islamic business settings. Brand trust enhances these effects, reinforcing its role as a critical driver in halal marketing strategies. Limitations: The study is constrained by its limited sample and reliance on self-reported responses, which may reduce generalizability. Contribution: The research provides theoretical and practical insights by emphasizing the moderating role of brand trust, offering guidance for managers and policymakers to strengthen halal brand strategies.

This study aims to bridge the gap between traditional consumer behavior analysis and modern techniques by integrating big data analysis, eye-tracking technology, and survey methods. The researchers considered that understanding consumer behavior is crucial for creating effective advertisements in the digital age. Initially, a big data analysis was performed to identify significant clusters of consumer sentiment from online reviews generated during a recent seasonal promotional campaign. The key factors were identified and grouped into the “Product”, “Model”, “Promo”, and “Effect” categories. Using these clusters as a foundation, an eye-tracking analysis measured visual attention metrics such as the fixation duration and count to understand how the participants engaged with the different advertisement content. Subsequently, a survey assessed the same participants’ purchase intentions and preferences related to the identified clusters. The results showed that the sentiment clusters related to products, promotions, and effects positively impacted the customer satisfaction. The eye-tracking data revealed that advertisements featuring products and models garnered the most visual attention, while the survey results indicated that promotional content significantly influenced the purchase intentions. This multi-step approach delivers an in-depth understanding of the factors that affect customer satisfaction and decision-making, providing valuable information for optimizing marketing strategies in the Korean skincare market. The findings emphasize the importance of integrating consumer sentiment analysis with visual engagement metrics to develop more effective and compelling marketing campaigns.

PurposeThe purpose of this study is to further our understanding of the effects of service employees’ accents on service outcomes and to investigate the boundary conditions of service type, service criticality and accent-service congruence.Design/methodology/approachThis study reports on three scenario-based experiments with between-subject designs to assess customer reactions to service employees with nonstandard accents.FindingsThe findings revealed that the three service-related extraneous factors investigated in this study influence the direction and strength of accent’s impact. Service employees’ nonstandard accents generally negatively influence customers’ satisfaction with a service provider and purchase intentions. This effect is stronger for credence services than for experience services. While customer satisfaction with the service encounter tends to stay the same regardless of service criticality, they have less purchase intention in high service criticality situations when they deal with service employee with a nonstandard accent. Accent-service congruence enhances both satisfaction and purchase intention.Research limitations/implicationsThis study makes contributions to the accent in service interaction literature by enabling the authors to have a more complete understanding of how accent effects drive customer satisfaction and purchase intention. Future studies can take customer-related factors such as customer-service employee relationships, customers’ ethnic affiliation and ethnocentrism into consideration when examining the effects of accent in service interactions.Practical implicationsService managers need to be aware when nonstandard accents’ negative effects will elevate – credence service and service with higher criticality are better provided by service employee with a standard accent. A nonstandard accent that matches the service improves customer satisfaction and purchase intention and could be used to its advantage.Originality/valueThis study contributes to the service literature about service employees’ interaction with customers and is particularly relevant in multicultural societies with increasingly diverse workforces.

The marketing concept holds that the key to realizing the goals of the organization lies in the ability of the organization in creating, delivering and communicating customer value to the target market more effectively compared to the competitors. This research examined brand image, and customer satisfaction as determinants of purchase intention with the moderating role of service quality. A quantitative research which employed both survey and cross-sectional research designs. The study has an infinite population with a sample size of 422. Purposive sampling techniques were employed in the process of administering the copies of questionnaires to respondents. Partial Least Square Structural Equation Modelling (PLS-SEM) was utilised to ascertain the hypothesised relationship. The findings of the study suggested that brand image, customer satisfaction and service quality have a positive and significant effect on purchase intentions. In addition, service quality significantly moderated the relationship between brand image and purchase intentions and customer satisfaction and purchase intentions. The study recommends that managers should improve service quality in clients' views, such as improving banking facilities, commitments to the customer, the interaction between the staff and the client, being ready to listen to the concerns of customers, and being prepared to solve the problems of customers.

Purpose – The purpose of this study is to explore the role of influencer and customer engagement on purchase intention of live-streaming shopping, taking the TikTok platform as an example. The factor that affects customer engagement is customer trust.&#x0D; Design/Methodology/Approach – This study examines the variables affecting customer engagement and purchase intention using secondary data analysis and archival research techniques. 400 respondents of TikTok's live streaming shopping service provided the information. Additionally, this study adopted three frameworks from other studies in order to create a new conceptual framework.&#x0D; Findings – This study examines the factors influencing customer engagement and purchase intention. The results of the study showed that Customer trust (trust in community members, broadcast and product) has an impact on customer engagement. Furthermore, purchase intention is influenced by customer engagement and Influencers’ credibility in (attractiveness, trustworthiness and expertise).&#x0D; Research Limitations/Implications – Researching the variables that affect customer engagement and purchase intention has several limitations. This study's findings may not be entirely applicable to companies who operate on other live streaming platforms since this study was based on users of the TikTok platform.&#x0D; Originality/value - This study is on the important influencing variables of customer engagement and purchase intention.

This study explores the relationships between personalization, trust, customer satisfaction, and online purchase intention in e-commerce. As online shopping continues to grow, understanding the factors that drive consumer behavior becomes increasingly important for businesses seeking to improve their digital marketing strategies. The objective of this research is to examine how personalization and trust influence customer satisfaction and purchase intention, with a focus on the mediating role of customer satisfaction. Using Structural Equation Modeling (SEM), the study analyzes data from 173 buyers of a furniture retailer, CV Melindo Jember. The results reveal that both personalization and trust positively influence customer satisfaction, which, in turn, significantly impacts online purchase intention. Personalization was found to enhance customer satisfaction, and trust played a critical role in shaping both satisfaction and purchase intention. The study further demonstrates that customer satisfaction mediates the relationship between personalization, trust, and purchase intention. These findings have practical implications for e-commerce businesses, highlighting the importance of personalization strategies and trust-building measures in improving customer experiences and boosting sales. The research contributes to the understanding of consumer behavior in online shopping, providing actionable insights for businesses to increase purchase intention. However, further research is needed to explore these relationships in other industries and geographical regions, as well as to consider other potential mediators or moderators of the consumer decision-making process.

The research aims to observe the influence of website quality on customer satisfaction and buying intention. Two hundred eighty-six questionnaires are being disseminated to all of the customers at Susan Photo Album. The sample collection method uses purposive sampling to obtain 159 questionnaires that can be taken as research samples. The analytical technique used is PLS-SEM using SmartPLS version 3 application. The results showed that information quality, system quality, service quality, and website design positively affected customer satisfaction, and customer satisfaction positively affected purchase intention. The results of this research as a recommendation for PT. Susan Photo Album or similar companies in improving website quality to improve customer satisfaction. Increased satisfaction in using the website builds someone's purchase intention to buy the product offered. The research results as another empirical evidence of website quality relationship to customer satisfaction, purchase intention, and updating vulnerable testing time.

With the rapid popularization of the Internet in China and equally rapid development of e-commerce, an increasing number of individuals prefer the C2C e-commerce platform for shopping. Sellers’ credit evaluation is one of the important reference values of buyers’ online shopping. As the quality of the credit evaluation affects the purchase risks of customers, the C2C e-commerce credit evaluation of online shopping and the purchase risk of customers are studied. This study divides the purchase risk of customers into six dimensions, namely, store risk, product risk, money risk, distribution risk, time risk, and security risk. The effect of C2C credit evaluation on the purchase risk of consumers is then discussed. Subsequently, the effects of the C2C credit rating system and customer purchase risk on the purchase intention of customers are further explored. Furthermore, logistics services, as an important part of C2C e-commerce transactions, are analyzed as a mediator in this research. This study uses regression analysis to test the research hypotheses. Results corroborate that improving the credit evaluation of online shopping can reduce the purchase risk of customers. Logistics service has mediating effects on the credit evaluation of online shopping and the purchase risk of customers. The latter can be reduced through logistics service, thereby further increasing the purchase intention of customers. Among the dimensions of customer purchase risk, product risk, money risk, delivery risk, and time risk are the most significant factors affecting the purchase intention of customers. Increasing the purchase intention of customers by reducing these four risks is possible. The logistics service affects the purchase risk and intentions of customers as well. The mediating effect reduces the purchase risk of customers and improves the ability of logistics service to increase the purchase intention of customers. Moreover, improving credit evaluation can enhance the purchase intention of customers. Logistics service has a mediating effect on the credit evaluation of online shopping and purchase intention of customers. That is, improving the credit evaluation of online shopping can improve the logistics service, thereby increasing the purchase intention of customers. On the basis of these conclusions, this study provides sellers and logistics service providers with constructive suggestions to improve the C2C e-commerce platform.