| dc.description.abstract | This executive summary provides an overview of a research study that explored the influence of digital marketing channels on consumer purchase intentions for high involvement versus low involvement products. The study utilized a cross-sectional research design and employed an online survey through Google Forms to collect data from customers in Norway. The data were analyzed using linear regression analysis and their interaction effects to examine the relationships between variables and test the research hypotheses.
The study's findings indicate that the combined effect of Online Advertisements, Blogs and websites, Product descriptions on company ethical and sustainability practices does not have a statistically significant impact on Consumer Purchase Intentions. The F-statistic for this regression model is 1.225, suggesting that the independent variables jointly do not play a significant role in shaping the Consumer Purchase Intention. Therefore, the alternative hypothesis is rejected, indicating that these factors do not significantly influence consumer purchase intentions. However, when considering individual predictors, it was found that some variables, such as Age tiers, Price, and Quality, have a statistically significant impact on Consumer Purchase Intentions. These factors independently influence consumer purchase intentions. The F-statistic for the regression model that includes these variables is 10.775, indicating that the model is statistically significant.
Therefore, the alternative hypothesis cannot be rejected, suggesting that the combined presence of Online Advertisements, Blogs and websites, product descriptions on company ethical and sustainability practices, age, gender, price, and quality significantly affects Consumer Purchase Intentions. Additionally, the study examined the influence of the presence of high and low involvement products on the relationship between Online Advertisements, Blogs and websites, the product description on company ethical and sustainability practices, and Consumer Purchase Intentions. The F-statistic for this regression model is statistically significant, supporting the hypothesis that the presence of high and low involvement products affects the relationship between these variables and Consumer Purchase Intentions.
These findings contribute to the understanding of consumer behavior and can guide marketing strategies aimed at enhancing purchase intentions for both high and low involvement products. It is therefore recommended that the level of consumer involvement with the product should guide the selection and implementation of digital marketing channels. For high involvement products, brands should focus on channels that provide in-depth information, facilitate research, and enable comparisons, such as search engine marketing, search engine optimization, and dedicated brand websites. For low involvement products, brands should emphasize channels that create brand awareness, trigger impulse buying, and provide convenience, such as social media advertising, email marketing, and mobile apps.
Keywords: Digital Marketing Channels, Consumer Purchase Intentions, High Involvement Products, Low Involvement Products, Online Advertisement, Blogs and Websites, Product description on the company’s ethical and sustainability measures. | |
