Impact of Perceived Influence, Virtual Interactivity on Consumer Purchase Intentions Through the Path of Brand Image and Brand Expected Value

Xinzhong Jia; Abdul Khaliq Alvi; Muhammad Aamir Nadeem; Nadeem Akhtar; Hafiz Muhammad Fakhar Zaman

doi:10.3389/fpsyg.2022.947916

Impact of Perceived Influence, Virtual Interactivity on Consumer Purchase Intentions Through the Path of Brand Image and Brand Expected Value

Front Psychol. 2022 Jul 28:13:947916. doi: 10.3389/fpsyg.2022.947916. eCollection 2022.

Authors

Xinzhong Jia¹, Abdul Khaliq Alvi², Muhammad Aamir Nadeem³, Nadeem Akhtar⁴, Hafiz Muhammad Fakhar Zaman⁵

Affiliations

¹ School of Industry and Commerce, Shandong Management University, Jinan, China.
² Department of Management Sciences, Lahore Garrison University, Lahore, Pakistan.
³ School of Management, Universiti Sains Malaysia, Gelugor, Malaysia.
⁴ Department of Management Sciences, Yanbu University College, Yanbu, Saudi Arabia.
⁵ School of Management and Economics, Kunming University of Science and Technology, Kunming, China.

Abstract

Many researchers are currently showing interest in researching consumers who are purchasing the products with the help of new tools, and new kinds of markets are emerging rapidly. M-commerce is a prevalent mode of marketing and is famous among young people of Pakistan. Current research is planned to check the status of consumer purchase intentions (PIs) using perceived influence, virtual interactivity, brand image, and brand expected value among customers who purchase their products with the help of m-commerce. Data was collected from customers who were engaged in buying with the help of m-commerce by using the convenience sampling technique and 227 complete questionnaires were used in final analysis. This research examines the direct impact of perceived influence, virtual interactivity, brand image, and brand expected value on PIs and finds the indirect effect of brand image and brand expected value on the relationships of perceived influence and virtual interactivity with PIs. Results indicate that all the hypotheses of direct relationships are accepted except the hypothesis for the relation of virtual interactivity with consumer PIs. Virtual interactivity has an insignificant positive impact on consumer PIs. Brand expected value has a strong positive effect on consumer PIs among all. The current study proposed four mediational hypotheses. All the proposed mediational hypotheses are accepted.

Keywords: brand expected value; brand image; consumer purchase intentions; m-commerce; perceived influence; virtual interactivity.