The Impact of mode and occasion on customer purchase intention in a digital environment: a study of the hospitality industry in New Zealand
Type Of Assignment：
Research in Marketing
Firstly, we cannot delay this order. Secondly, this is a very high potential client. I think as long as we can do this assignment well, we can get client's dissertation in this year. This assignment is writing a research proposal according to the attached ppt. It is a group work. And, our client is responsible for Chapter 1 (Introduction) and Chapter 2 (Literature Review). In the introduction section, you need to give three research questions based on the attached ppt. And in the literature review, especially when you discuss the "Mode", please do closely relate to images and videos. If anything not clear, please discuss with me. Many thanks.
Chapter 1: Introduction
To examine how different modes and occasions determine customers’ intention to purchase a product or service online, taking hospitality industry in New Zealand as a case study.
Justification Proposed Research
The main aim of the study is to research and analyze how occasion and mode influence customers to purchase a product or services, by using hospitality industry in New Zealand as a case study. Alalwan (2018) points out that consumers’ intention to purchase a product or a service refers to a plan to buy or acquire a product based on several factors. Especially during this digital era, there are a number of factors that contributes to customers’ intension to purchase a product, for instance pictures and videos posted on social media platform can influence customers’ intention to purchase. Alalwan (2018) pontificates that availability of internet has dramatically turned around almost every aspect of life ranging from communication search for information, and purchase of goods and services. Customers’ decision to purchase a product or service is likely to be influenced by the occasion and mode shown through digital platform like social media platforms such as Instagram. Aisyah (2016) opines that social media can be easily accessed from anywhere in the world through the internet provides platform where tourists can access information concerning hotel bookings and services provided, including costs.
Occasion and mode on the social media platform have the ability to influence the consumers to buy a product or book a hotel by tourists in another country based on the occasions posted on social media platforms such as Instagram, Facebook, Twitter, and YouTube can influence a potential customer to buy a product or service (Lim et al., 2017). According to Lim et al. (2017), there are some specific occasions such as wedding parties, and other events such as family gatherings that hosted in a given hotel and posted on a social media platform could influence another customer to also visit the same hotel. This would be based on the information posted on the social media (Lim et al., 2017). A number of studies have been conducted concerning the role of social media and marketing. For instance, Sheldon and Bryant (2016) conducted a study to determine the consumer decision making process during through the social media.
However, there are very few limited researches that have been conducted before to examine the influence of occasion and mode on customers’ intention to purchase a product to buy a product or a service, taking the hospitality industry in New Zealand. Therefore, there is a need for this study to be conducted to show the impact of occasion and mode in decision making by the customer. Nonetheless, this would be done through analyzing the various videos posted different social media platforms.
Proposed Research Questions
The proposed research topic seeks to answer below questions:
- What is the impact of occasion on customers’ intention to purchase a product during this digital era?
- What is the role of social media in influencing the customers’ decision or intension to purchase a product from the hospitality industry?
- What is the impact of Mode on customers’ intention to purchase a product in hospitality Industry in digital era?
Chapter 2: Literature Review
In this part of the proposed research topic, the researcher would be discussing various empirical studies on the influence of social media on customers purchasing of a product or service from the hospitality industry. Additionally, provide theoretical background of the proposed research project.
Empirical Studies for Research Proposal
To begin with, the researcher would be discussing a study conducted by Balakrishnan, Dahnil and Yi (2014), where the researchers sought to determine the role of views and posted on the social media to influence other people’s intention. The study discovered that views and videos posted on social media platforms such as Instagram and Facebook are likely to influence an individual’s decision (Marmaya, Zakaria & Desa, 2019). Based on the study conducted by Chi et al. (2021), it was revealed that people would most likely be influenced to make a decision in one way on the other depending on the videos or pictures posted by other social media users.
Additionally, another research conducted by Gerard, Yu and Wang (2021) indicated that there are a number of reason or motives whey people are using social media platforms such as Instagram. For instance, people would use Instagram for motives such as surveillance purposes, medium appeal, creativity, documentation, entertainment, convenience, expressing one’s self, and for social interaction (Marmaya et al., 2019). Marmaya et al. (2019) also points out that people on social media can also use the Instagram for other motives such as management of tasks and for self-popularity.
The study conducted by Marmaya et al. (2019) indicated that through the videos posted on social media sites such as Instagram revealed that people would be most likely influenced by these videos. To support that finding, it has been revealed that Instagram has the ability to tighten the relationships among families, friends from different backgrounds such as educational background (Balakrishnan, Dahnil & Yi, 2014). Therefore, through social media platforms such as Instagram, it has been shown that videos posted on the social media platform showing an occasion or an event is most likely to influence an individual to make a decision to purchase a product.
Another study conducted by Erkan and Evans (2016) in United States, indicated that a customer’s decision to buy a product would most likely be informed by pictures and videos posted by their friends or families on Instagram. According to another research, indicated that consumers would more often than not take a moment research for more information about the product they intend to buy from online (Chu, 2018).
Theoretical Framework for Research Proposal
There are two key theories that would supports the proposed project where the researcher seeks to examine The Impact of sources and occasion on customer purchase intention in a digital world. Those theories include: The Theory of Planned Behavior, and Gratification Theory. According to Conner (2015), the Theory of Planned Behavior was developed to build on the views that were put forward by the Theory of Reasoned Action. Hegner, Fenko and Teravest (2017) points out that the Theory of Planned Behavior is based on the argument that an individual is either having a positive or a negative view or an assessment of a given behavior (Hegner et al., 2017). The researcher would use the Theory of Planned behavior to explain how the intention to purchase a product, because the intention to purchase a product is found the under the concept of behavioral intention (Hegner et al., 2017). Hegner et al. (2017) further point out that the Theory of Planned Behavior indicates s that most people’s behaviors can be predicted through from the intentional behavior, and therefore people can behave in a planned manner.
Aisyah, M. (2016). THE INFLUENCE OF RELIGIOUS BEHAVIOR ON CONSUMERS’INTENTION TO PURCHASE HALAL-LABELED PRODUCTS. Business and Entrepreneurial Review, 14(1), 15-32.
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77.
Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia-Social and Behavioral Sciences, 148, 177-185.
Chi, T., Gerard, J., Yu, Y., & Wang, Y. (2021). A study of US consumers’ intention to purchase slow fashion apparel: understanding the key determinants. International Journal of Fashion Design, Technology and Education, 14(1), 101-112.
Chu, K. M. (2018). Mediating influences of attitude on internal and external factors influencing consumers’ intention to purchase organic foods in China. Sustainability, 10(12), 4690.
Conner, M. (2015). Extending not retiring the theory of planned behaviour: a commentary on Sniehotta, Presseau and Araújo-Soares. Health Psychology Review, 9(2), 141-145.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in human behavior, 61, 47-55.
Hegner, S. M., Fenko, A., & Teravest, A. (2017). Using the theory of planned behaviour to understand brand love. Journal of Product & Brand Management.
Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
Marmaya, N. H., Zakaria, Z., & Desa, M. N. M. (2019). Gen Y consumers’ intention to purchase halal food in Malaysia: a PLS-SEM approach. Journal of Islamic Marketing.
Sheldon, P., & Bryant, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in human Behavior, 58, 89-97.