Browsing by Subject "Purchase intention"

Now showing 1 - 2 of 2
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    Publication
    Open Access
    Exploring innovativeness, need for uniqueness and brand tiers in the sharing economy
    (Emerald Publishing Limited, 2024-06-17) Espinosa Sáez, Daniel; Delgado-Ballester, María Elena; Munuera-Alemán, José Luis; Comercialización e Investigación de Mercados
    Purpose – In a context where the sharing economy (SE) plays an important role in the transformation of today’s business landscape, profoundly changing the behavior of consumers and many established companies, some companies have begun to adapt to SE by incorporating its value propositions into their business models. Therefore, the purpose of this paper is to study the role of consumer innovativeness, brand levels and the need for uniqueness on the way to attitudes and intentions to participate in SE. Design/methodology/approach – This study collected the data through an online user survey, achieving a total sample of 717. The data were first analyzed using structural equation modeling and then combined with the use of the PROCESS macro. Findings – The findings provide empirical evidence of the antecedents of consumer innovativeness in a SE context and its role in explaining consumer attitudes and intentions to participate in non-ownership consumption. Furthermore, they also demonstrate that brand tiers and the need for uniqueness moderate the relationship between intentions and participation. Originality/value – The results of this study contribute to the theoretical development of the SE by presenting the first conceptual model that considers including the brand tiers effect and connects it to two leading theories on consumer behavior (diffusion of innovations theory and uniqueness theory). In addition, the study’s findings provide valuable insights for sharing platforms and traditional companies that choose to participate in the collaborative economy.
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    Publication
    Open Access
    Intentional vs. unintentional influences of social media friends
    (2020) Sicilia, María; Palazón, Mariola; López, Manuela; Comercialización e Investigación de Mercados
    On social media, individuals’ behavior can be affected as a result of either direct and intended recommendations by social media friends, or unintentional brand-related actions developed by social media friends. This study addresses the differences between intentional and unintentional influences by testing a model that delineates similarity and tie strength as drivers of influence, and purchase intention and social media engagement as the main outcomes. Based on the elaboration likelihood model, we analyze the underlying mechanism of unintentional influences versus intentional ones by comparing the role of source usefulness and information usefulness in the two influential processes. Results of two studies show that individuals can be unintentionally influenced by their social media friends, and the effect is similar to that from intentional influences. However, different mechanisms seem to be involved in the two influential processes. A central route of processing seems to be the mechanism underlying intentional influence, whereas both central and peripheral routes are used when the influence is unintentional.