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Traditionally, the term intention is defined as the antecedents that stimulate and drive consumers’ purchases of products and services. One of the most common approaches undertaken by marketers in gaining an understanding about consumers’ actual behavior is through studying their intentions have demonstrated the existence of a strong correlation between these two respective constructs. Hence, they assert that purchase intention serves as an alternative for measuring consumers’ purchase behavior. Therefore, consumers’ intention toward a particular behavior has remained the central focus of well-known theories like theory of reasoned action This claim is also supported by who mention that intention is the factor that motivates consumers and in turn influences their behavior. To a greater extent, it reveals how hard consumers are willing to try, as well as the amount of effort they intend to exert for performing a respective behavior. According to them, the probability that a particular behavior will actually be performed by individuals largely relies on the strength of their intentions. When the intentions of performing certain behavior are strong, there are higher likelihoods that the respective behavior will be performed. (Hawkins & Mothersbaugh, 2010)

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