A closer look at the Consumer Conformity in Industry 4.0 : Purchase Intention redefined

• Autorzy: Princes Elfindah , Manurung Adler Haymans , So Idris Gautama , Abdinagoro Sri Bramantoro

Identyfikatory

DOI

10.17512/pjms.2020.22.1.26

Warianty tytułu

PL

Bliższe spojrzenie na zgodność konsumentów w Przemyśle 4.0 : nowa definicja zamierzenia zakupu

• Języki publikacji: EN

Abstrakty

EN

The speed of digitalization in Industry 4.0 has caused disruptions in all sectors. The digital world has driven consumer’s behavior into a conformance known as consumer conformity. Very limited research on conformity process affecting Purchase Intention have caused overlapping and inconsistent results. The researcher argues that the previous studies on the factors influencing Purchase Intention, such as brand quality, service quality, advertisements, etc. are not relevant again in the era of Industry 4.0, and it is urgent that the business leaders address this issue to increase Purchase Intention. This research uses a quantitative analysis on 470 consumers of fashion industry located in Indonesia. The result strengthens the researcher’s argument that unlike previous studies, Purchase Intention is strongly affected by social influences that are mediated by the Consumer Conformity. The Social Ties, Strategic Complements, Social Comparison and Image Related Concerns cannot directly influence Purchase Intention without the mediation of Consumer Conformity. Furthermore, due to digitalization, the Image Related Concerns with the most exposure to the online social world have the strongest effect on Consumer Conformity. Hence, strategies on marketing strategies should be centered on delivering messages to drive Image Related Concerns and have impacts on Purchase Intention using the big data available through the Internet of Things.

PL

Szybkość cyfryzacji w Przemyśle 4.0 spowodowała zakłócenia we wszystkich sektorach. Świat cyfrowy doprowadził zachowania konsumentów do zgodności znanej jako konformizm konsumencki. Bardzo ograniczone badania dotyczące procesu zgodności wpływającego na zamiar zakupu spowodowały nakładanie się i niespójne wyniki. Badacz przekonuje, że wcześniejsze badania dotyczące czynników wpływających na zamiar zakupu, takich jak jakość marki, jakość usług, reklamy itp. Nie są ponownie istotne w erze Przemysłu 4.0 i pilne jest, aby liderzy biznesowi zajęli się tym problemem, aby zwiększyć Zamiar zakupu. W badaniu wykorzystano analizę ilościową 470 konsumentów przemysłu modowego zlokalizowanych w Indonezji. Wynik wzmacnia argument badacza, że w przeciwieństwie do poprzednich badań, na zamiar zakupu silnie wpływają wpływy społeczne, które są zapośredniczane przez zgodność konsumencką. Więzi społeczne, uzupełnienia strategiczne, porównania społeczne i problemy związane z wizerunkiem nie mogą bezpośrednio wpływać na zamiar zakupu bez pośrednictwa zgodności z wymogami konsumenta. Ponadto, ze względu na digitalizację, problemy związane z obrazem, które są najbardziej narażone na społeczny świat online, mają największy wpływ na zgodność z wymogami konsumenckimi. W związku z tym strategie dotyczące strategii marketingowych powinny koncentrować się na dostarczaniu komunikatów w celu wywołania obaw związanych z obrazem i mieć wpływ na zamiar zakupu przy użyciu dużych zbiorów danych dostępnych w Internecie przedmiotów.

Słowa kluczowe

EN

consumer conformity; image related concerns; purchase intention; social ties; social comparison; strategic complements

PL

zgodność konsumencka; obawy związane z obrazem; zamiar zakupu; więzi społeczne; porównanie społeczne; strategiczne uzupełnienia

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2020
• Tom: Vol. 22, No. 1
• Strony: 401--417
• Opis fizyczny: Bibliogr. 75 poz., rys., tab.

Twórcy

autor

Princes Elfindah

• Management Department, Bina Nusantara University, Binus Business School

autor

Manurung Adler Haymans

• Management Department, Bina Nusantara University, Binus Business School

autor

So Idris Gautama

• Management Department, Bina Nusantara University, Binus Business School

autor

Abdinagoro Sri Bramantoro

• Management Department, Bina Nusantara University, Binus Business School

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2021).