Consumer Attitude and their Purchase Intention

50 Vol. 2, No. 1Venkatesh.S.Shastry, Dr.Anupama

Consumer Attitude and their Purchase Intention: A Review of Literature

Venkatesh.S.Shastry, 1 Research Scholar, Dayananda Sagar University (DSU), Bengaluru, India Email:[email protected] Phone: 9845045919 Dr.Anupama Associate Professor, Dayanand Sagar University (DSU), Bengaluru, India

Vol. 5, No. 2 51 Consumer Attitude and their Purchase Intention: A Review of Literature


ABSTRACT

The objective of the paper is to bring spotlight on literature related to consumer attitude and

purchase intention. The Paper attempts to identify and segregate factors which are vital and

critical antecedents to formation of consumer attitude consequently “Intention to purchase”.

For this purpose over 200 Journal articles were scrutinized on pre-set parameters, while 25 of

them that are relevant research papers presented here. The factors considered include social

media, traditional media, Word of mouth, message process involvement and trust. The

findings of the study include a gamut of research objectives and aims, host of pertinent

scales, commonly adopted methodologies, variety of variables and opportunity for

conducting impactful research.

Key Words: Consumer Attitude, Purchase Intention, Trust, Social Media, Word of Mouth



I. INTRODUCTION

There seems to be a constant flow of literature on the subject of consumer attitudes and

purchase intention of consumers. It has become all the more necessary with ongoing crisis

around the world. There is continuous churn of political, social and economic landscape

around the globe, which has in turn led to changing consumer choices, preferences and in

effect attitude more dynamic than ever before. The situation of consumer choices and

preferences has become more fuzzy and unpredictable in the age of online advertisements

and social media campaigns. The social media has been active since 2005 and grown ever

since. They have been pushing political, social and cultural boundaries in unimaginable ways.

To a large extent even political revolutions have been orchestrated with the effective and at

time vicious use of social media campaigns. Take for instance the Paris Yellow vest

movement that happened without leaders but effectively conducted through dissemination of

information on social media. Here citizens themselves gathered to protest without a need or

necessity of a leader.

In a similar fashion the western Asian countries have countered changes in policies and

practices largely due to intervention of social media. In the recent past, Saudi Arabia for the

first time allow their women to more choices for participation in society moving out of their

homes, owning a license to drive and more. The power and impact of social media campaign

is immense. Sample this, there are over 3.5 billion users of social media i.e., roughly about

forty five percent of the world is now hooked on the social media and transferring messages

(Emarsys, 2019).


II. LITERATURE REVIEW

a. Purchase Intention

Xiao et al (2018) investigated the role of generation Y students examining their

purchase intentions towards quick service restaurants and fast food industry. Purchase

intentions are extremely critical when it comes to long term strategy and negotiating

plans and products of competition in industry. Products and services tend to sell well

while creating positive impressions when they meet quality standards (Ma and Yang,

2018). There are many variables which can influence and affect purchase intention.

There is stress on brands and their influence on consumers to purchase them

(Laroche et al, 1996). Further, it exemplifies consumers’ intention through their

desire pushing in the direction of an online purchase. A willingness expressed by

consumers to go either online or be offline, but to buy is discerned through purchase

intention. However, there are also numerous reasons why customers do not intend to

buy-mostly in case of online. (Kaur and Qureshi, 2015). There has been found a

lack of sufficient evidence when it comes to understanding the opposite of purchase

intention, which means a lack of intention. There is a need to tinker marketing

strategies and it must be made dynamic since customer and supplier interactions are

high and transparent in online environments (Rishi and Hadi, 2017).

The online purchase environment is characterised and defined by rise in e-commerce

industry. Meanwhile, social media in recent times has gained prominence second next

to online behaviour and intentions. Social Networks are going to define the way how

people who are consumers will likely be influenced on internet space. During the

years of 2015 through 2018 e-commerce industry has been posting year on year

growth of more than twenty percent with$ 15 Billion revenue generated in 2017

(Kian et al, 2017).


b. Consumer Brand Attitude

Jung and Seock (2016) explored the nexus of corporate reputation, attitude

pertaining to brands and intention to purchase. Relationship between brand awareness

and perceived quality was proposed to confirm if the new relationship existed. After

data collection and analysis using a multiple regression method, it was found that

there exist a definite relationship between brand awareness and perceived quality on

attitude maintained on the same by consumers. However any negative remarks

significantly influence and affect the overall relationship in the model. Brand recall

also plays an important influence on building of brand attitude. The relationship

between self congruity, entertainment, brand placement, brand recall, brand attitude

and intention to purchase was tested in the model using regression method (Adis and

Jun,2013).

Gomathy and Sabarirajan (2018) demonstrated the relationship between purchase

intentions, use of social media and print media. When it came to family types, a

nuclear family seems more likely to arrive at an intention to purchase than a joint

family. When it comes to family income, all levels of incomes between 1.5 lakh /

annum and above to about 5.5 lakh/annum people have responded homogenously.

Though social media and print media explain the variance of purchase intention

almost at the same level, when it comes to model fit, there seems to be more

importance paid to social media as compared to traditional print media.


c. Social Media

Alnsour (2018) critically reviewed the role of social media and its effect on purchase

intention. Their sample frame was based out of airline industry. There are various

benefits of social media, and this study examined it from the perspective of

functional, monetary, hedonic, psychological and social benefits of social media. The

emotive aspect of purchase is as it were triggered through social media interactions.

For instance, the airline industry choice of airlines has been influenced by reviews

about the airline in online communities and forums. We can find most companies are

having social media platforms to address customers in an informal and swift manner.

Problems of customers are sorted out instantaneously as it is reported spontaneously

(Erkan and Evan,2016).

Putter (2017) companies around the world are becoming increasingly aware of social

media as a corporate strategy and a counter competitive strategy. Television and print

advertisements have lost lustre and command they held say a decade ago. This brings

companies to adopt new age practices that include being visible and staying invested

in social media platforms for longer gains. Successful strategies are dependent on how

consumers are engaged on product goods and services on long run (Mutinga,

Moorman and Smit, 2011). As social media is a user generated content, the chances

that they fail to understand pulse of fellow audience is slim. They are more likely to

keep pace with changes of the day and will contribute which share a common interest

(Kohli, Suri and Kapoor, 2014).


III. OBJECTIVE(S) OF THE STUDY

a. To bring about literature connected with intention to purchase, consumer attitudes

towards brands, antecedents that make up for intention as a dependent variable and

influences of social media as an emerging variable in the overall model.

b. To propose a conceptual framework drawing relationship between variables reviewed

in the study.

IV. METHODOLOGY

This work undertook study to unravel variety of journal research publications on the topic of

consumer buying behaviour. Among various constructs, intention and attitude have been

studied intensely and widely. Though the constructs have begun to mature reasonably well,

there is scope for the contextual study. The study aims at aggregating some important

contributions to this subject and summarizing them in a way that is easy to grasp. The journal

articles have been selected for the last decade as online consumer experience is becoming

more a reality than ever before. A process was adopted before the choice of journal paper.

The place from where an article is sourced and its impact characteristics, study year,

extraction of literature on specific items and justification of choosing an article over others.

This study covered over two hundred journal research papers and selected 24 of them

as fit for inclusion in order to establish a model. However, this model and constructs are open

to change depending on additional variables which might be need for inclusion in future. In

order to find relevant articles, we scrapped through various e-journal databases such as

EBSCO, ProQuest, Scopus, Emerald Insight and Google Scholar. Besides stand alone print

journals specific to our study were considered keeping in mind suitability for context.

As we intend to extend the scope of this paper into empirical study with data collected from

real estate property market as end user respondents, the choice of papers have been in similar


vein of thought. It is believed that our study will help users to identify more relevant study

concerning the real estate market.


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phic

var

iabl

es

Biv

aria

te P

robi

t m

ode

for

sear

chin

g an

d sw

itchi

ng

of

aver

age

cons

umer

, se

arch

ing

and

switc

hing

of

in

form

ed c

onsu

mer

s.

Empi

rical

ev

iden

ce

of

role

of

co

nsum

ers

attit

ude

and

diff

eren

t m

arke

ting

com

mun

icat

ions

on

se

arch

ing

and

switc

hing

be

havi

our

in t

he B

ritis

h re

tail

ener

gy m

arke

t.

Empirical

Study

E-C

omm

erce

The

pape

r ex

amin

es

the

effe

ct

of

ente

rtain

ing,

in

form

ativ

e,

cred

ible

, vi

ral

Des

crip

tive

rese

arch

de

sign

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mpl

e si

ze

of 3

60 p

ost

grad

uate

st

uden

ts,

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veni

ence

sa

mpl

ing,

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oogl

e

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l m

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ting

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sage

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ge

proc

ess,

attit

udes

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war

ds

bran

d an

d pu

rcha

se in

tent

ion

Cre

dibi

lity

has

sign

ifica

nt

influ

ence

on

ad

verti

sing

va

lue,

at

titud

e to

war

ds b

rand

w

as

foun

d to

be

si

gnifi

cant

, V

iral

Gen

der b

ased

diff

eren

ces

in t

he Y

gen

erat

ion

and

long

itudi

nal s

tudy


mar

ketin

g m

essa

ges

on

cons

umer

s m

essa

ge

proc

ess

invo

lvem

ent,

attit

ude

and

purc

hase

inte

ntio

n

form

s to

co

nduc

t re

sear

ch

mar

ketin

g m

ust

be

high

on

ente

rtain

men

t qu

otie

nt,

Cre

dibl

e in

form

atio

n im

porta

nt

for

vira

lity

and

attit

ude

form

atio

n

Empirical Study

Rea

l Est

ate

To

stud

y th

e fa

ctor

s in

fluen

cing

de

cisi

ons

of

buye

rs

of

resi

dent

ial

apar

tmen

ts

in

Tam

il N

adu

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este

d,

non

disg

uise

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d st

ruct

ured

qu

estio

nnai

re.

Inte

rvie

w p

roce

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o co

llect

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nnai

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resp

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ic

Am

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onne

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ronm

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isur

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ic

amen

ities

ar

e ex

trem

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hile

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ent

follo

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crea

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od w

ill fa

ctor

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est

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spon

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e an

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e ot

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infe

rent

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tech

niqu

es t

hat

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OV

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nd o

ther

ca

usal

rela

tions

Empirical Study

FMC

G

Eval

uatio

n of

fas

t gr

owin

g G

reen

m

arke

ting

and

com

pone

nts

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ix-

rela

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hip

of

bran

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to

ef

fect

ive

gree

n m

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286

sam

ples

, Sn

owba

ll sa

mpl

ing,

st

uden

ts f

rom

Pub

lic

univ

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ty

- fo

cuss

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on

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wel

l kn

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bran

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mel

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anon

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bran

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bran

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and

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d qu

ality

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e ar

e va

rious

el

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of

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se h

ave

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me

tend

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ores

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rela

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hip.

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rela

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can

be

intro

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to

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r in

dust

ries

whe

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gree

n m

arke

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role

. U

nkno

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bran

ds in

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d in

dust

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can

be

cons

ider

ed,

so t

hat

ther

e is

no

bias

and

lea

ds t

o be

tter r

esul

ts


Empirical Study

Soci

al M

edia

The

stud

y in

tend

s to

as

sess

co

nsum

er

attit

ude

tow

ards

br

and

equi

ty

and

inte

ntio

n to

pu

rcha

se.

The

stud

y ad

min

iste

red

ques

tionn

aire

w

here

21

0 re

spon

dent

s pr

ovid

ed

resp

onse

, sa

mpl

ing

tech

niqu

e w

as c

onve

nien

ce.

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al

Med

ia,

cons

umer

at

titud

e,

bran

d an

d pu

rcha

se

inte

ntio

n

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tude

of c

onsu

mer

s, pa

rticu

larly

br

and

spec

ific

attit

ude

has

influ

ence

on

inte

ntio

n to

pu

rcha

se.

In

this

co

ntex

t bo

th

soci

al

med

ia a

nd t

radi

tiona

l m

edia

. Bet

wee

n so

cial

m

edia

and

tra

ditio

nal

med

ia,

it w

as

foun

d th

at s

ocia

l m

edia

was

a

shad

e m

ore

effe

ctiv

e in

cr

eatin

g an

in

tent

ion

to p

urch

ase.

Incl

ude

othe

r va

riabl

e su

ch a

s w

ord

of m

outh

an

d on

line

com

mun

ities

(C

hat r

oom

s)

Empirical Study

Soci

al M

edia

If

Soci

al

netw

orki

ng

site

s he

lp

build

br

and

com

mun

ities

, en

gage

cu

stom

ers

and

prom

ote

bran

d lo

yalty

276

sam

ples

re

pson

dent

s fr

om

onlin

e br

and

com

mun

ities

on

SNS

Soci

al

Net

wor

king

si

tes,

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tom

er

enga

gem

ent,

repu

rcha

se

inte

ntio

n an

d w

ord

of m

outh

Cus

tom

er e

ngag

emen

t m

edia

tes

the

rela

tions

hip

betw

een

com

mun

ity

char

acte

ristic

s an

d br

and

loya

lty

Stru

ctur

al

equa

tion

mod

ellin

g ca

n be

co

nduc

ted

to s

ee i

f da

ta

mee

ts

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mod

el

requ

irem

ents

. R

ecom

men

ded

to

be

done

in

pa

rtial

le

ast

squa

res.

Empirical Study

mea

sure

s of

an

tece

dent

s an

d co

nseq

uenc

es

are

intro

duce

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d m

easu

res

to

capt

ure

ante

ceed

ents

, lev

el

Face

boo

k fa

n pa

ge

of t

he s

tude

nts,

201

stud

ents

par

ticip

ated

in

th

e su

rvey

an

d qu

antit

ativ

e su

rvey

Enga

gem

ent

Mot

ives

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rand

Im

age

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gem

ent

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ivity

B

rand

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alty

Enga

gem

ent

mot

ives

on

en

gage

men

t ac

tivity

was

fou

nd t

o be

si

gnifi

cant

, B

rand

im

age

and

bran

d lo

yalty

was

fou

nd t

o be

si

gnifi

cant

,

Com

pani

es’

face

bo

ok

fan

page

s da

ta

can

be

colle

cted

. C

usto

mer

en

gage

men

t fr

om

a lo

ngitu

dina

l pe

rspe

ctiv

e


of

cust

omer

en

gage

men

t an

d co

nseq

uenc

es

is

deve

lope

d

Enga

gem

ent

activ

ity

and

bran

d lo

yalty

was

fo

und

to b

e si

gnifi

cant

Empirical Study

E-C

omm

erce

E-co

mm

erce

is

gr

owin

g le

aps

and

boun

ds.

Soci

al

com

mer

ce

influ

ence

s in

tent

ion

to

purc

hase

m

oder

ated

by

trust

an

d pe

rcei

ved

use

by c

onsu

mer

s.

Surv

ey q

uest

ionn

aire

on

in

divi

dual

s -

Onl

ine

and

pape

r qu

estio

nnai

res,

Sam

pli n

g fr

ame

: m

embe

rs

of

soci

al

netw

orki

ng

site

s su

ch

as

Face

book

, tw

itter

and

Lin

kedi

n

The

varia

bles

co

nsid

ered

fo

r st

udy

incl

ude

cons

umer

tru

st, s

ocia

l med

ia a

nd

Purc

hase

inte

ntio

n.

Soci

al

netw

orki

ng

site

s se

rve

as p

latfo

rm

for

e-co

mm

erce

im

pact

ed b

y de

gree

of

trust

and

res

ultin

g in

di

scre

te

enco

urag

emen

t fo

r pu

rcha

se

and

inte

ntio

n.

Sam

ples

fr

om

Mul

tiple

ci

ties,

Sp

ecifi

c so

cial

ne

twor

king

si

tes

Soci

al

Med

ia

on

Inte

ntio

n to

buy

Empirical Study

Soci

al M

edia

The

stud

y at

tem

pts

to

mea

sure

qua

lity

of

cons

umer

in

form

atio

n,

clar

ity o

f co

nten

t, co

nsum

er a

ttitu

de,

and

soci

al

pres

ence

.

Snow

ball

sam

plin

g,

cros

s se

ctio

nal

data

co

llect

ion

326

sam

ple

size

, Sa

mpl

ing

fram

e di

ffer

ent U

nive

rsiti

es

and

prof

essi

on

The

fact

ors

incl

ude

cons

umer

at

titud

e,

info

rmat

ion

qual

ity,

info

rmat

ion

effe

ctiv

enes

s an

d de

gree

of

soci

al m

edia

pr

esen

ce.

CIQ

Im

pact

s co

nsum

er

perc

eptio

n,

rela

tions

hip

betw

een

EIC

and

SS

inte

ntio

n,

Atti

tude

s an

d pu

rcha

se

inte

ntio

n is

st

rong

er

for

thos

e w

ho a

lway

s fe

el

conn

ecte

d w

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anot

her

Var

ianc

e of

beh

avio

ural

in

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ion

base

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ge

ogra

phic

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onte

xt a

nd

cultu

ral c

onte

xts


Empirical Study

E-C

omm

erce

Effe

ct

of

cont

ext

on

cust

omer

en

gage

men

t an

d pr

open

sity

to

en

gage

as

at

titud

inal

an

tece

dent

of

lo

yalty

beh

avio

urs

Self

adm

inis

tere

d qu

estio

nnai

re,

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ine,

cr

oss

sect

iona

l da

ta,

516

resp

onde

nts,

7 po

int

scal

e

Beh

avio

ral

inte

ntio

ns,

wor

d of

mou

th, r

epea

t pu

rcha

se,

Pric

e se

nsiti

vity

, com

plai

nts,

cust

omer

pro

pens

ity to

en

gage

,

Maj

ority

of

lo

yalty

be

havi

ours

co

rrel

ates

w

ith

both

re

tail

and

heal

th

care

co

ntex

ts,

with

cu

stom

er

prop

ensi

ty to

eng

age

repl

icat

ion

of

sam

plin

g pr

oced

ure

with

ra

ndom

sa

mpl

ing,

hi

gher

or

der

beha

viou

rs

such

as

w

illin

gnes

s to

coo

pera

te

and

acqu

iesc

ence

cou

ld

be st

udie

d

Empirical Study

Soci

al M

edia

The

role

of

soci

al

med

ia

on

purc

hasi

ng

beha

viou

r of

co

nsum

ers

thro

ugh

digi

tal

mar

ketin

g

383

sam

ples

of

so

cial

m

edia

us

ers,

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veni

ence

sa

mpl

ing

met

hod

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al

med

ia

user

s, us

age

of in

tern

et,

Ther

e is

an

impa

ct o

f so

cial

m

edia

an

d di

gita

l m

arke

ting

over

cu

stom

ers

NA

Empirical

Study

E-C

omm

erce

To i

nves

tigat

e th

e sp

ecifi

c ou

tcom

es

of

cust

omer

en

gage

men

t be

havi

our (

CEB

)

Qua

litat

ive

: C

ase

rese

arch

/ Pa

rtici

pant

ob

serv

atio

n

Cus

tom

er e

ngag

emen

t be

havi

our C

EB

NA

N

A

Empirical Study

E-C

omm

erce

Influ

ence

of s

ocia

l m

edia

m

arke

ting

on

cust

omer

en

gage

men

t

Wed

ding

cl

ient

s of

le

adin

g flo

rist

in S

ri La

nka,

for

fiv

e ye

ars

data

w

as

colle

cted

, w

ho

wer

e in

volv

ed

in o

nlin

e tra

de.

150

resp

onde

nts

usin

g si

mpl

e ra

ndom

sa

mpl

ing.

Soci

al

Med

ia

Mar

ketin

g an

d C

usto

mer

Eng

agem

ent

Ther

e is

po

sitiv

e re

latio

nshi

p be

twee

n So

cial

m

edia

m

arke

ting

and

cust

omer

eng

agem

ent

Sing

le

hypo

thes

is

was

us

ed, m

any

mor

e ca

n be

co

ncei

ved,

co

mpr

ehen

sive

st

udy

usin

g di

ffer

ent

cultu

ral

cont

exts

,


Que

stio

nnai

re

cont

ains

th

ree

sche

dule

s


VI. DISCUSSION AND SCOPE

The study of literature on the subject of purchase intention and consumer brand attitude has

yielded a conceptual framework. The model can now be put to test through empirical study

which means collection of data and verify if the data so collected fits the model as expected

and as suggested by extant literature. We will have to bear in mind that the constructs

measuring consumer brand attitude and intention to purchase is not exhaustive and more

variables can be added or removed. For instance, brand awareness, perceived quality, brand


placement, brand equity etc. are some closely related constructs which can add value to the

model in terms of predicting dependent variables viz. consumer attitude and intention to

purchase.

As discussed, the literature review has produced a model which can be tested empirically

though data collection. Moreover, since the constructs are closely related to buying

behaviour, many contexts can be considered in order to generalize the results, improving its

repeatability. Social media intervention being relatively a new entrant needs careful scrutiny

when it comes to its measurement and context. Moreover, impact and influence studies are

different, that makes study more complex and multidimensional. In a world that fast progress

on dissemination of information, modern tools like social media and online communities will

play a decisive role in creating new fortune for organizations. Staying invested in such

channels for reaping benefits on long run is the mantra!


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Consumer Attitude and their Purchase Intention

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