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This study aims to explore the influence of various possible combinations of consumer attribute benefits and the message direction provided by merchants on the final purchase intention of consumers. A two-factor experimental design was used to collect data from Generation Z consumers. Four experimental combination scenarios were designed based on consumer attribute benefits (hedonic or utilitarian) and message direction (positive or negative messages). A total of 160 valid samples were obtained, and the influence of variable-final purchase intention was analyzed. The results showed that the combination of product attributes and message direction has a significant impact on purchase intention and that hedonic products should be recommended to process-benefit consumers through positive messages. However, chatbots should choose utilitarian products and negative messages to effectively improve consumers’ purchase intention and willingness. In practical application, by finding out the best correspondence method of message transmission and providing the AI chatbot with a reference for the logical construction of content transmission, the communication efficiency between merchants and consumers can be enhanced, and the scientific and technological service capability of merchants can be improved.

As the number of mobile phone users has increased steadily in recent years, mobile phone manufacturers continuously compete to be the first to introduce innovative products to the market in the hope of gaining a larger market share. Currently, the innovation product has become the target of competition in the mobile phone industry. Thus, this study uses 3G mobile phone as an example, through literature review and empirical research to examine whether perceived innovation and brand awareness have a significant impact on the perceived quality, perceived value, and purchase intention toward innovation products. An analysis of 595 effective questionnaires produced five main findings: (i) consumer-perceived innovation has significant and positive impact on the perceived quality and purchase intention; (ii) brand awareness has significant and positive impact on the consumer-perceived quality; (iii) perceived quality has significant and positive impact on perceived value; (iv) consumer-perceived value has significant and positive impact on purchase intention; however, (v) consumer-perceived quality has significant and negative impact on purchase intention. Moreover, this study evidences that consumer-perceived innovation has higher effect on purchase intention than brand awareness. These results can provide useful information to mobile phone industry to carry out innovation planning and marketing strategy.

This study aims to apply the TAM in a situation where the customers have not purchased and utilized the products. To achieve its purpose, this study adopts the perceived reliability as an internal variable, and the patent as an external variable. In the context of various levels of technological content and familiarity of consumers with technology products, this study explores whether patents give the technological image to consumers before they use a specific technology will enhance their perceived reliability, perceived usefulness, and perceived ease of use and purchase intentions. The results showed that when consumers have a low level of familiarity with high-tech products, products labeled with relevant patent information will increase consumers’ awareness of reliability, usefulness, ease of use, and purchase intention.

Mobile apps have been transforming how individuals and organizations share information and conduct business. This research studies the relationships among user readiness factors, privacy concerns, and user acceptance of mobile app stores. A survey was conducted among college smart phone users. Results indicate that the privacy concerns construct has a direct negative effect on purchase intention of mobile apps in the app store. In addition, user readiness has a direct positive effect on attitudes to the app store, and a net positive effect on purchase intention of apps in the app store. Implications of our findings were discussed.

The rapid increase in sport sponsorship expenditure has been accompanied by a significant growth of research studies evaluating sponsorship efficiency in various sport contexts. Nevertheless, the majority of research studies have concentrated on the comprehension of the variables driving to behaviors. A more precise evaluation of sport sponsorship efficiency is of necessity, taking into attitudinal as well as behavioral constructs. This study focused on the exploration of the attitudinal and behavioral constructs in the context of sport sponsorship. More precisely, the aim of this research is to offer some elucidations of the effect of fans’ involvement with sport, the degree of their attachment with their favorite team, their beliefs about sponsorship and the anticipated sincerity of the sponsors on the awareness of and attitude toward real sponsoring firms, as well as its subsequent influence on future purchase intentions concerning sponsoring firms’ merchandise. Data from 2,752 fans were successfully gathered and analyzed utilizing structural equation modeling analysis. The results of a structural equation model provide an exceptional conceptual framework that underlines the significance of comprehending the role of important factors in sponsorship efficiency. The findings highlight the influential role of the examined factors in guiding sport clubs’ supporters to form favorable attitudes and purchase sponsors’ goods and services — an outcome of considerable significance for both the practitioners and academics in the field. Various implications for future research studies as well as strategies to boost the advantages for both the sport clubs and sponsoring firms can be drawn from the suggested model.

In a conventional view, customers just purchase the goods or services created by companies. But the role of customers has changed. Now customers are seeking to practice their influence in every part of the business system as a co-creator. What is co-creation? Is it like customization? The answer is yes and no. The difference between co-creation and customization depends on the degree of involvement of the customer in the business. Generally, the customer plays a much more active role in co-creation than customization. Co-creation refers to almost every part of a business, but customization is restricted to the end stage of production. Co-creation can happen in the process of sales support, which can ultimately improve sales performance. This paper illustrates the relationships among co-creation, sales support and sales performance, and designs an experiment to test.

The purpose of this paper is to explore the relationship among user experience, perceived value and purchase intention, which have recently been widely concerned in the field of fashion e-commerce, especially sportswear. Taking sportswear as the object, 265 valid samples were obtained through survey, and then hypothesis models were validated. In study 2, 20 participants were recruited to participate in the between-subject eye-tracking experiment. The results of study show that sensory experience, thinking experience and affective experience have positive effects on perceived value and purchase intention, and perceived value plays a mediating role. The findings illustrate that sportswear companies can pay attention to some key operational points, including focus on products, import the real scene, rationally organize the details of the text and so on.

This study is to examine the correlation between customers’ interactive experience with flower stores and their purchase intentions through the aesthetic experience along with the examination of customers’ brainwaves. Among a total of 56 effective questionnaires, 10 random participants are chosen to give electroencephalogram (EEG) examinations and interviews. Regression analyses showed the explained variance 57.9% and the regression coefficients 0.415 (interactive experience) and 0.422 (esthetic experience). The EEG in interactive experiences varied case by case, but delta tended to increase in aesthetic experiences.

“Blind box +X” is a popular marketing method in recent years. It is of theoretical and practical significance to explore the influencing factors of consumers’ purchase intention in this situation. Based on the stimulus-organic-response (S-O-R) model, this paper constructs the influencing factors model of blind box consumers’ purchase intention. Blind box characteristics of the unknown attribute, social attribute, and aesthetic attribute were taken as antecedent variables, with perceived value and consumer trust serving as mediating variables and brand cognition serving as moderating variables. Questionnaire survey and data analysis were used to conduct empirical research to verify the effectiveness of relevant influencing factors, in order to provide a reference for the sustainable development of more “blind box +X” industry.

This chapter focuses on analyzing the investment intention of millennials on Sukuk using Theory of Planned Behavior (TPB) that presents attitude toward behavior, subjective norm, and perceived behavior control. The other variables used are religiosity, knowledge, and risk perception. The respondents of this study were millennial generation from age 27 to 35 years. The analysis used was Structural Equation Modeling-Partial Least Square (SEM-PLS). The results disclosed that religiosity influenced millennial behavior toward Sukuk investment. Meanwhile, knowledge had no significant effect. The variables affecting the intensity of Sukuk investment were behavior and subjective norm. While religiosity, knowledge, behavior control, and risk perception had no significant effect. This study shows that the relation between religiosity to attitude toward behavior involves a positive and significant response, meaning that religiosity has an important role in a person’s attitude to invest in Sukuk. Sukuk, as an Islamic financial instrument, has an appeal to investors who hold to Shari’ah principles through the aqad (terms) they offer. The relation between attitudes toward behavior involves a positive and significant effect on intention, meaning that attitudes toward behavior have an important role in a person investing in Sukuk, especially among the millennial generation. The relation between subjective norms has a positive and significant outcome on intention. It means that subjective norms have perception which has an important role in a person investing in Sukuk, especially for the millennial generation. Millennial generation intends to follow the point of view of others they think are important. This research is first of a kind attempt to analyze the investment intention of millennials on Sukuk using TPB.

This study investigates the factors affecting consumers' choice for electric motorcycles in Macau. The results indicate that 65% of respondents have purchase intention. Further empirical research analysis found that cognitive level, environmental consciousness, charge cost, license number, and income have significant positive effects on the purchase intention, while fuel price and family size have significant negative effects. These findings will contribute to the policy decision-makers and relative manufacturers.