An increasing number of people are consuming raw unpasteurized milk. Enhanced nutritional qualities, taste, and health benefits have all been advocated as reasons for increased interest in raw milk consumption. However, science-based data to substantiate these claims are limited. People continue to consume raw milk even though numerous epidemiological studies have shown clearly that raw milk ca...

The continued rise of e-commerce is the main driver of the rapid growth of global online purchase. Consumers can nearly buy everything they want at one occasion through online shopping. The purchase behavior models which focus on single product category are insufficient to describe online shopping behavior. Therefore, analysis of multi-category purchase gets more and more popular. For example, ...

This study examines the decision-making process of customers focusing on how purchase intention is transformed into actual purchase. Specifically, we investigate 1) how purchase intention is formed, 2) how purchase intention drives action, and 3) what factors stand between purchase intention and action. After reviewing literature on purchase intention and action, and the product evaluation mech...

This study focuses on the effect of website visitors' goal-oriented search mode on purchase intention in online environments. In a study of 874 respondents recruited from 13 online shops representing a diversity of product categories and customer segments, the effect of visitors' goal-oriented search mode on purchase intention is found to be moderated by product involvement and product risk. Fu...

Two field studies investigate the importance of social presence (real and imagined) and famiiiarity whti the purchase act in producing embarrassment in the context ot an embarrassing product purchase. The results indicate tbat awareness of a social presence during purchase selection and commitment, whether real or imagined, is a motivating factor in creating embarrassmenl for the consumer. Furt...

In line with changes of consumers modern lifestyle has call for the advertising strategy to change. This research is to find out how game with telepresence and product experience embedded in the computer game to affect users’ intention to purchase. Game content developers are urging to consider of placing product message as part of game design strategy that can influence the game player’s inten...

We explore superstitious beliefs as a basis of product performance expectations and their impact on initial purchase likelihood and subsequent satisfaction. In doing so, we demonstrate instances when superstitiondriven expectations cause consumers to make purchase decisions that run counter to economic rationality. In the first set of studies we find that Taiwanese consumers are relatively more...

Extended service contracts have been the major profit generator for many consumer electronics retailers as they contribute to half of the retailers' profit. My dissertation studies how consumers make purchase decisions of extended service contracts and how the ESC purchase decisions are related to the product purchase decisions. Essay 1: " Why Do Consumers Buy Extended Service Contracts? " The ...