Influencers on Instagram and YouTube and Their Impact on Consumer Behaviour

Bianka Młodkowska

Abstract:

Nowadays we are faced with a growing number of people using social media. The most popular of these are YouTube and Instagram. Their users are exposed to the content generated by infl uencers – social media creators with loyal audiences. The aim of this paper is to investigate the impact that infl uencers on Yotube and Instagram have on consumer behaviour. The research method employed in this study was a quantitative survey on the sample of 160 social media users. 160 individuals answered an online questionnaire. The results of the survey showed that Instabloggers and YouTubers are seen as a credible source of information and consumers find them trustworthy. Moreover, positive reviews on YouTube and pictures posted on Instagram affect consumers buying decisions. The results of the research suggest that engaging influencers to collaborate with brands is a new effective marketing tool which is especially efficient in reaching young people who use social media every day. Collaboration with infl uencers can result in gaining new customers, sharing positive information about new products and increasing sales.

Symbolic and affective motives, constraints and self-efficacy among Romanian car buyers

Madalina Balau

Abstract:

Cars have long been considered goods that symbolize status, yet few studies integrate the impact of symbolic and affective motives on the car buying decisions, with even fewer studies focusing on the influence of these motives on Eastern European consumers’ buying behaviour. The aim of this paper is to propose and test an integrative model, derived from the MOA model, which accounts for consumer motives (instrumental, symbolic and affective), constraints and abilities. The model is tested on a sample of Romanian consumers owning a driving licence. The data analysis was based on structural equation modelling. Findings indicate that symbolic and instrumental car use motives positively influence the intention to buy a car sooner, while affective motives have a negative influence, leading consumers to postpone the intention to buy a car. Results also show a significant positive effect of self-efficacy on intention  implementation. Thus, the stimulation of symbolic motives may increase car buying intentions, while the presence
of affective motives may lead consumers to still enjoy their current car. The paper contributes to expanding our understanding of consumer behaviour through an integrative model, which includes psychological motives, external factors and consumer abilities.

Motivation and Value of Low-Cost Green Car (Lcgc) Purchase Intention Across Generations

Nila A. Windasari

Abstract:

The low-cost green car (LCGC) is becoming one of interesting research topics in the automobile industry along with its unique characteristics of a vehicle product, tax incentives, and industry growth. The characteristics of this green product and its economic value are ultimately shifting customer behavior. Therefore, an understanding of the purchase motivation and value perception is crucial to determine the purchase intention. Perceived value acted as a full experience that customers received as a combination of thinking and feeling dimensions which are consistent with the utilitarian and hedonic motivations. Besides, LCGC sales have also been growing recently from the first car owner until more senior customers who are predicted to have different motivations and values across generations. This study explores the LCGC car purchase intention of 240 customers in Indonesia to find relationships of buyers’ motivation and perceived value to the LCGC purchase intention across generations X, Y, and Z. The result shows that hedonic motivation significantly differs particularly between generation Y versus Z, and X versus Z. However, utilitarian motivation does not significantly differ among generations. Further, perceived value also significantly differs between generations X and Y.

Exploring the effects of service quality, shipping cost, brand and attitude on consumer’s intention to choose express courier services in e-commerce

Wiryanta Muljono, Sri Setiyawati

Abstract:

The growth of e-commerce has highlighted the importance of express courier service (ECS). We empirically study consumer’s choice of ECS in purchasing goods online. This research aims to examine the effect of service quality (SQ), shipping cost, brand, and attitude towards customers’ intention to choose ECS on e-commerce. This research was conducted using a quantitative approach among customers who intended their goods to be shipped using ECS. Data of 100 respondents were collected and then analyzed using the structural equation model technique. We fi nd that there is no correlation between SQ and shipping cost and the attitude towards choosing a courier service. However, the analysis indicates that brand has an infl uence on the customer’s attitude towards choosing a courier service. Furthermore, the analysis suggests that the consumer’s attitude towards choosing a courier service acts as a mediator between SQ, shipping cost, and brand as regards the consumer’s intention to choose an ECS. It is worth noting that brand has a stronger infl uence on the consumer’s attitude compared to the former factors.