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- Title
Influence and Mediating Effects of Freebies on Purchase Intention of Gen Z Indians at Gourmet E-Stores: A Study Using S-O-R Model.
- Authors
Bharadwaj, Samrat
- Abstract
Using Stimulus-Organism-Response (S-O-R) model, the study examines whether two environmental stimuli, 'freebie type' and 'focal item price', during a gourmet food estore sales promotion campaign, influence Generation Z Indians' online purchase intentions, with consumer confidence and perceived risk as mediators. Intercept data was collected from 392 subjects in eight Indian metropolises, using a cross-sectional survey design and qualitative study. The hypotheses were tested using structural equation modeling and associated tests. For qualitative analysis, inductive content analysis was used. The study reveals that the price of the focal item and the type of freebie influence customer confidence and perceived risk, which in turn influences consumers' online purchase intention. The results show that utilitarian freebies are the most popular and identify important associated cognitive dissonance elements. Being one of the first such studies, it reveals consumer behavior during food marketing campaigns and informs e-gourmet food retailers of the crucial aspects influencing Gen Z's purchasing intentions. Additionally, it recommends strategies to increase consumer confidence and reduce perceived risk, which would aid in resolving cognitive dissonance.
- Subjects
GROCERY shopping; CONSUMER behavior; FREE material; CONSUMER confidence; COGNITIVE dissonance; STRUCTURAL equation modeling
- Publication
IUP Journal of Marketing Management, 2023, Vol 22, Issue 4, p5
- ISSN
0972-6845
- Publication type
Article