Young Consumers最新文献

{"title":"A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environment","authors":"Abubakar Sadiq Muhammad, Ibrahim Adeshola, Labaran Isiaku","doi":"10.1108/yc-04-2023-1728","DOIUrl":"https://doi.org/10.1108/yc-04-2023-1728","url":null,"abstract":"Purpose Generation Z (Gen-Z), sometimes known as “digital natives”, represents the first generation to become immersed in digital communication. In a multicultural environment, this study aims to explore which types of factors are most beneficial in connection with Gen-Z’s impulsive purchase behaviour. Design/methodology/approach This study adopts an exploratory sequential mixed-method design, incorporating both qualitative and quantitative approaches. In Study 1, focus group discussions are conducted to address “why” and “how” questions, whereas Study 2 uses a quantitative method to test the hypothetical model. The model is assessed using structural equation modelling. This study used the stimulus–organism–response (SOR) framework in the context of Instagram. Findings Building on Mehrabian and Russell’s (1974) concept and focus group discussions, Study 1 introduces a novel SOR model tailored to Instagram. In Study 2, the model is tested, and results confirm most hypotheses, except for three. Factors such as aesthetic appeal, scarcity promotions and discounted prices stimulate impulse buying behaviour in Gen-Z. Positive emotional responses evoked by these factors also influence impulse buying, whereas the impact of negative emotional responses is found to be insignificant. Originality/value This mixed-methods study enhances the theoretical understanding of Gen-Zers’ impulse buying behaviour by highlighting the influence of diverse independent variables. By using the SOR framework, it reveals the intricate emotional aspects impacting impulsive purchase decisions. The research provides new insights into online impulsive buying behaviour, particularly relevant to consumer psychology and behavioural economics among young collectivist consumers.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134912092","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Does intention translate into actual purchase? Analysis of inducers of sustainable consumption in higher education students","authors":"Linda JessicaDe Montreuil Carmona, Anderson Gomes Paes Barretto, Edilson Bacinello","doi":"10.1108/yc-03-2023-1710","DOIUrl":"https://doi.org/10.1108/yc-03-2023-1710","url":null,"abstract":"Purpose The purpose of this study was to verify the effect of sustainable consumption on the intention and effective purchase of products by young undergraduates, using the framework with the dimensions: consciousness for sustainable consumption, moral orientation and environmental concern. The authors also examined the mediation effect of intention and searched for heterogeneities on the purchase of sustainable products when discriminating by product type. Design/methodology/approach Sustainable consumption assumes ethics and environmental concern prioritization in the role of individuals to preserve natural resources threatened by global warming. Considering this, the authors developed cross-sectional research based on a sample of 265 Brazilian higher education students, which was analyzed with the use of partial least squares path modeling. Findings The results showed a positive relationship between sustainable consumption and buying intention, with mediation effects on the effective purchase of sustainable products. It was evidenced that consciousness for sustainable consumption, moral orientation and environmental concern do not lead directly to the purchase of sustainable products; they are based on the mediation exerted by the intention that purchase materializes in Brazilian, young university students. By analyzing heterogeneities, the authors found that environmental concern may translate into actual purchase when product-oriented. Originality/value This study uses the VBN theory to understand the behavioral intentions for the effective purchase of sustainable products, extending the range of sustainable consumption associating factors not analyzed in the higher education context, including nontraditional categories of sustainable products, such as textiles, furniture and wood articles. Moreover, this paper examines the mediation role of intention for effective purchase of sustainable products, identifying product categories that may translate environmental concerns to actual purchases, highlighting the importance of Brazil as an emerging economy that is a leading producer and exporter of organic foods with a growing market for sustainable products.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135824534","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Parental financial socialization and life satisfaction of college students: mediation and moderation analyses","authors":"M. Mahapatra, Jing Jian Xiao, R. Mishra, Kexin Meng","doi":"10.1108/yc-10-2022-1626","DOIUrl":"https://doi.org/10.1108/yc-10-2022-1626","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine the association between parental financial socialization and life satisfaction and the mediating roles of desirable financial behavior in the association between parental financial socialization and life satisfaction of college students in India. Furthermore, this research also explores the moderating effects of parents’ socioeconomic characteristics (education, income and professions) in the association between parental financial socialization and desirable financial behavior.\u0000\u0000\u0000Design/methodology/approach\u0000A sample of 1,161 college students was collected in India. Parental financial socialization is measured by direct parental teaching in this study. The first stage moderated mediation model is performed to examine the direct and indirect effects through financial behavior of parental financial on life satisfaction as well as the moderating role of parents’ socioeconomic characteristics.\u0000\u0000\u0000Findings\u0000The mediation analysis shows that parental direct teaching is positively associated with young adults’ financial behavior, which in turn contributes to their life satisfaction. Furthermore, this study also finds negative moderation effects of parental education on the association between parental direct teaching and children's financial behavior.\u0000\u0000\u0000Originality/value\u0000This study extends the knowledge of family financial socialization in the context of India. Moreover, it examines the mediation roles of desirable financial behavior in the association between parental direct teaching and children’s life satisfaction. Furthermore, this paper explores the potential influence of parents’ education, income and professions on children’s financial behavior and life satisfaction.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76267987","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions","authors":"Theresa Macheka, E. Quaye, Neo Ligaraba","doi":"10.1108/yc-05-2023-1749","DOIUrl":"https://doi.org/10.1108/yc-05-2023-1749","url":null,"abstract":"\u0000Purpose\u0000Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products.\u0000\u0000\u0000Design/methodology/approach\u0000To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28.\u0000\u0000\u0000Findings\u0000The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products.\u0000\u0000\u0000Practical implications\u0000Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers.\u0000\u0000\u0000Originality/value\u0000This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77751465","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Generation Z and Millennial esports gamers’ perceived toxicity risk and game brand loyalty: moderated mediation effects of brand identification, self-efficacy, and support from game brand","authors":"Kun Chang, Hyun-Woo Lee, Gregg Bennett","doi":"10.1108/yc-11-2022-1635","DOIUrl":"https://doi.org/10.1108/yc-11-2022-1635","url":null,"abstract":"\u0000Purpose\u0000The rampant toxic gaming environment in most major esports games has become a challenge in maintaining gamers’ loyalty to the game. Guided by the theory of stress and coping, this study aims to investigate how and under what condition esports gamers’ perceived risk of toxicity may affect game brand loyalty through the moderated mediation effects of game brand identification, self-efficacy, and perceived support from game brand.\u0000\u0000\u0000Design/methodology/approach\u0000The moderated mediation model was tested using the conditional process analysis (N = 311). The moderating effects of game brand identification on the mediated processes were tested in the model.\u0000\u0000\u0000Findings\u0000The authors found that self-efficacy and perceived support from game brand were critical mediators between the perceived risk of toxicity and game brand loyalty. However, these mediating effects varied depending on the level of game brand identification.\u0000\u0000\u0000Originality/value\u0000This study took the step forward by theorizing and empirically examining the relationship between perceived risk of toxicity and consumption outcome by considering both internal and social coping resources and game brand identification, among Generation Z and Millennial gamers in the esports context.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91289812","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context","authors":"Aayushee Gupta, Ajay Kumar, Esubalew Melese","doi":"10.1108/yc-06-2022-1542","DOIUrl":"https://doi.org/10.1108/yc-06-2022-1542","url":null,"abstract":"\u0000Purpose\u0000This study aims to identify the key drivers of consumer engagement in e-commerce among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued usage intention.\u0000\u0000\u0000Design/methodology/approach\u0000A cross-sectional research design was used to understand low-income customers’ engagement in e-commerce, specifically online shopping. The data for this study were collected from BoP customers in the Indian market. A conceptual model was proposed, and hypotheses were developed using the stimulus–organism–response (S-O-R) framework. For analysis, structural equation modeling was performed using AMOS 20.0 software to test the structural model.\u0000\u0000\u0000Findings\u0000The results of the study highlight that perceived importance, technology and infrastructure and social influence are key drivers of e-commerce at BoP customers. Key drivers have shown a significant positive impact on customer engagement which leads to continue usage intention of e-commerce. Furthermore, customer engagement has shown a strong relationship with continue usage intention of e-commerce.\u0000\u0000\u0000Practical implications\u0000This study indicates that young consumers’ engagement is important for e-commerce service providers to gain a market share. BoP markets offer immense opportunities to create, develop and sustain e-commerce firms for a long time, especially in India. Managers should recognize the potential of BoP markets, which can generate a huge demand for products and services on e-commerce platforms.\u0000\u0000\u0000Originality/value\u0000This study contributes both theoretically and empirically. Theoretically, this adds to the existing knowledge of customer engagement, especially in e-commerce and BoP market segment. Empirically, it tested the conceptual research model of low-income customer engagement in the e-commerce marketplace using the S-O-R framework. The study recommended practical implications for e-retailers/e-commerce service providers engaging BoP customers in a digitally connected and intensively competitive era.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87593960","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"From pride to plate: how feelings of pride and guilt lead Gen Z to plant-based consumption at restaurants","authors":"P. Mahasuweerachai, Chompoonut Suttikun, W. Bicksler","doi":"10.1108/yc-12-2022-1658","DOIUrl":"https://doi.org/10.1108/yc-12-2022-1658","url":null,"abstract":"\u0000Purpose\u0000Amidst pressing environmental concerns, the service industry has increased its focus on sustainable production and consumption patterns. This study aims to explore whether Generation Z’s perceived value of plant-based food influences feelings of guilt as a result of consuming meat instead of plant-based food and/or pride from consuming plant-based foods, which might then lead to decisions to purchase alternative plant-based products at restaurants.\u0000\u0000\u0000Design/methodology/approach\u0000A survey was conducted measuring a range of variables and their relationships. The hypothesized model was tested using covariance-based structural equation modeling.\u0000\u0000\u0000Findings\u0000Results showed that perceived social value significantly influenced guilt and pride with perceived emotional value only influencing pride. Both guilt and pride significantly influenced the decision to switch eating patterns from conventional meat to plant-based protein at restaurants. And, finally, environmental concern significantly moderated the effect of emotional value on guilt.\u0000\u0000\u0000Practical implications\u0000To achieve sustainable goals, food producers should promote plant-based menu items by increasing the awareness of social approval through marketing communications.\u0000\u0000\u0000Originality/value\u0000This study bridges a gap in the literature by investigating how consumers’ perceived value affects their anticipated emotional feelings of guilt and pride leading to the switch from meat-based to plant-based diets at restaurants.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83875547","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Exploring the usage intention of AI-powered devices in smart homes among millennials and zillennials: the moderating role of trust","authors":"Chee-Hua Chin, W. Wong, T. Cham, Jun-Zhou Thong, Jill Pei-Wah Ling","doi":"10.1108/yc-05-2023-1752","DOIUrl":"https://doi.org/10.1108/yc-05-2023-1752","url":null,"abstract":"Purpose\u0000This study aims to investigate how artificial intelligence (AI)-powered smart home devices affect young consumers' requirements for convenience, support, security and monitoring, as well as their ability to advance environmental sustainability. This study also examines the variables that impact users' motivation to use AI-powered smart home devices, such as perceived value, ease of use, social presence, identity, technology security and the moderating impact of trust.\u0000\u0000\u0000Design/methodology/approach\u0000The responses from residents of Sarawak, Malaysia, were collected through online questionnaires. This study aimed to examine the perceptions of millennials and zillennials towards their trust and adoption of AI-powered devices. This study used a quantitative approach, and the relationships among the study constructs were analysed using partial least squares - structural equation modelling.\u0000\u0000\u0000Findings\u0000The present study found that perceived usefulness, ease of use and social presence were the main motivators among actual and potential users of smart home devices, especially in determining their intentions to use and actual usage. Additionally, there was a moderating effect of trust on the relationship between perceived ease of use, social presence, social identity and intention to use AI-powered devices in smart homes.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is one of the first studies to examine the factors influencing smart technology adoption. This study provided meaningful insights on the development of strategies for the key stakeholders to enhance the adoption and usage of AI-powered smart home devices in Sarawak, one of the promising Borneo states. Additionally, this study contributed to the growing body of knowledge on the associations between technology acceptance model dimensions, intention and actual usage of smart technology, with the moderating impact of trust.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90166723","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Perceived value of recommended product and consumer e-loyalty: an expectation confirmation perspective","authors":"Seth Ampadu, Yuanchun Jiang, S. Gyamfi, E. Debrah, Eric Amankwa","doi":"10.1108/yc-08-2022-1597","DOIUrl":"https://doi.org/10.1108/yc-08-2022-1597","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to examine the effect of perceived value of recommended product on consumer’s e-loyalty, based on the proposition of expectation confirmation theory. Vendors’ reputation is tested as the mediator in the perceived value of recommended product and e-loyalty relationship, whereas shopping enjoyment is predicted as the moderator that conditions the perceived value of recommended product and e-loyalty relationship through vendors reputation.\u0000\u0000\u0000Design/methodology/approach\u0000Data were collected via an online survey platform and through a QR code. Partial least squares analysis, confirmatory factor analysis and structural equation modeling were used to verify the research proposed model.\u0000\u0000\u0000Findings\u0000The findings revealed that the perceived value of recommended product had a significant positive effect on E-loyalty; in addition, the perceived value of the recommended product and e-loyalty link was partly explained by e-shopper’s confidence in vendor reputation. Therefore, the study established that the direct and indirect relationship between the perceived value of the recommended product and e-loyalty was sensitive and profound to shopping enjoyment.\u0000\u0000\u0000Originality/value\u0000This study has established that the perceived value of a recommended product can result in consumer loyalty. This has successively provided the e-shop manager and other stakeholders with novel perspectives about why it is necessary to understand consumers’ pre- and postacquisition behavior before recommending certain products to the consumer.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74296065","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Does the use of organic personal care products persuade sustainable consumption behaviour? Understanding the moderating role of health consciousness","authors":"Deepika Jhamb, Aditi Chandel, A. Mittal, Urvashi Tandon","doi":"10.1108/yc-01-2023-1668","DOIUrl":"https://doi.org/10.1108/yc-01-2023-1668","url":null,"abstract":"\u0000Purpose\u0000Earlier, the consumption of products was based mainly on their utilitarian benefits, but at present, the love for nature has driven consumers towards products not harming the environment and society. Therefore, this paper aims to examine the influence of consumers' attitudes towards organic personal care products on brand love, brand trust, altruism and sustainable consumption behaviour. Furthermore, the study further examines the impact of sustainable consumption behaviour on continuous purchase intention using health consciousness as a moderator. Finally, the study validates Behavioural Reasoning Theory and the emotional affinity towards nature to understand the proposed claims.\u0000\u0000\u0000Design/methodology/approach\u0000The data were collected from 364 respondents from India. Only those respondents were included in the survey who had prior experience of using organic personal care products. This study used the structural equation modelling approach to test the conceptual model.\u0000\u0000\u0000Findings\u0000Results of the study confirmed the positive influence of consumer attitude on brand love, brand trust and altruism. Brand love and altruism had a significant impact on sustainable consumption behaviour. Health consciousness also emerged as a moderating variable between sustainable consumption behaviour and continuous intention. Interestingly, the brand trust had no impact on sustainable consumption behaviour. Furthermore, sustainable consumption behaviour had a significant impact on continuous intention.\u0000\u0000\u0000Originality/value\u0000The study is helpful to organic product companies, practitioners, academicians, environment protection agencies and market regulatory authorities as it gives fresh insight into the new collective relationship of consumer attitude with brand love, brand trust, altruism and sustainable consumption behaviour in case of organic personal care products.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82255161","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}