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Journal of Consumer Science
Published by Institut Pertanian Bogor
ISSN : -     EISSN : 24608963     DOI : -
Core Subject : Social,
Social Sciences
Journal of Consumer Sciences (JCS) focuses on the studies of consumer behavior and family economics. Research findings are expected to provide implication for business community and organizations, public policy, consumer education, consumer empowerment, community, non-government organization programs and activities to enhance the well-being of consumers, families, and communities. JCS has been Accredited by the Ministry of Research, Technology and Higher Education Number 21/E/KPT/2018. JCS is a scientific journal published twice a year (February and August) by Department of Family and Consumer Sciences, Faculty of Human Ecology, Bogor Agricultural University (IPB) and Association of Indonesian Family and Consumer Sciences (ASIKKI).
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Articles 164 Documents
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From Browsing to Buying More: The Journey of Cross-Selling and Upselling in E-Commerce Olalekan Ezekiel Ajayi
Journal of Consumer Sciences Vol. 11 No. 2 (2026): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.11.2.391-413

Abstract

Background: The rapid growth of e-commerce has positioned algorithm-driven recommendation systems, such as cross-selling and upselling, as key tools for enhancing customer engagement and transaction value. However, how consumers in developing countries like Nigeria view and react to these systems has received little empirical attention. Purpose: The study examines how cross-selling and upselling recommendation systems affect consumers' purchasing decisions in Nigeria's rapidly expanding e-commerce sector. Method: The study used a quantitative cross-sectional research design based on survey data obtained from 778 Nigerian customers sampled using the snowball sampling technique, who have previous experience shopping using e-commerce sites. PLS-SEM was used for data analysis. Findings: Perceived usefulness is influenced by perceived ease of use. Purchase intention is positively impacted by perceived usefulness. It has been demonstrated that trust plays a significant role in positively influencing both purchase intention and acceptance of recommendations. Conclusions: This research offers three noteworthy insights. The first contribution relates to TAM's usefulness in algorithm-based recommendation systems, where the theory continues to be useful. Second, the concept of trust is added to the theory and serves as another dimension influencing consumer behavior. Third, the channel from acceptance to higher transaction value is validated empirically. Research Implications: In practical terms, the results imply that e-commerce websites should concentrate on creating user-friendly interfaces, ensuring better recommendations through data personalization, and focus on building trust in customers by ensuring transparency and dependable service delivery.
Advancing Perspectives on Consumer Behavior in Healthy Food Consumption within Modern Digital and Social Environments Febri Siahaan; Amanda Sona Priscillia
Journal of Consumer Sciences Vol. 11 No. 2 (2026): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.11.2.322-346

Abstract

Background: Despite increasing exposure to health-related information in digital environments, many consumers still do not consistently translate health awareness into healthy food purchasing behavior, reflecting a persistent attitude–behavior gap. Purpose: This study examines how digital and perceptual factors shape healthy food purchase behavior through consumers’ internal psychological processes. Method: A quantitative cross-sectional approach was used, involving 300 respondents from Tangerang Raya, Indonesia. The data were analyzed using PLS-SEM to examine the proposed relationships among the variables. Findings: The findings show that digital marketing quality, influencer credibility, brand authenticity, and perceived ethical value significantly contribute to health consciousness, with influencer credibility emerging as the strongest predictor. Health consciousness significantly influences healthy food purchase behavior and serves as an important mechanism linking external stimuli with consumer responses. Furthermore, food neophobia does not significantly moderate this relationship, suggesting that health-oriented consumers tend to maintain healthy purchasing behavior regardless of their reluctance toward unfamiliar foods. Conclusions: These findings provide a deeper understanding of how consumers process digital information and translate it into healthy food purchasing behavior through internal psychological mechanisms. Research implication: This study extends the Stimulus-Organism-Response framework by integrating digital marketing and value-based perceptions within a single model while highlighting the central role of health consciousness in healthy food purchase decisions.
Understanding Preference and Usage Intention in Online Food Delivery among Generation Z in Greater Jakarta Kristin Elisabeth Siregar; Hartoyo; Popong Nurhayati
Journal of Consumer Sciences Vol. 11 No. 2 (2026): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.11.2.347-369

Abstract

Background: Generation Z is the primary users of Online Food Delivery services (OFD). Therefore, it is important to understand their preferences and intentions regarding the use of OFD. Purpose: This study examines how the five dimensions of the Theory of Consumption Values, consisting of functional, social, emotional, epistemic, and conditional values, influence usage preferences and usage intentions among Generation Z in the Greater Jakarta area. Method: This study employed a cross-sectional survey design, collecting data from 120 Generation Z respondents aged 18 years and older who had used OFD services in the past three months through voluntary sampling. Structural Equation Modeling Partial Least Squares (SEM-PLS) was used for analysis. Findings: Emotional and conditional values significantly influenced preference, while functional, social, and epistemic values did not. Emotional value also had a significant direct effect on intention, while emotional and conditional value indirectly affected intention through preference. In addition, preference significantly influences intention. Conclusions: The findings indicate that Generation Z’s OFD behavior is driven more by enjoyable experiences and situational relevance than by utilitarian, social, or novelty-based considerations. Research implication: OFD businesses should strengthen the emotional appeal and practical convenience of their offerings in specific situations to enhance user preference and increase usage intention. Future research could expand the model by including additional variables.
Transforming Luxury Jewelry Customer Experience using Strategic Connection Framework in Omnichannel Environments Yuliia Husarova
Journal of Consumer Sciences Vol. 11 No. 2 (2026): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.11.2.414-433

Abstract

Background: To alter the customer experience of the luxury jewellery in an omnichannel setting, behavioural decision-making mechanisms that cannot be reflected in quantitative measures, need to be identified. Purpose: This paper aimed to determine how luxury jewelry omnichannel navigation is controlled and to demonstrate how the Strategic Connection Framework (STRC) can transform customer experience and resolve exclusivity-omnichannel tension. Method: A qualitative comparative case study of luxury jewellery enterprises in the United States and Ukraine. The study covers the whole customer journey from inquiry to transaction. Detailed analysis of customer-consultant interactions and communication records from physical and digital channels provided insights. Three omnichannel maturity models (low, medium and high) were created considering digital integration, channel coordination and consumer behaviour trends in both markets. Findings: The results indicate that they are three mechanisms namely exclusivity-calibration (EXCL), trust-transference (TRST), and ritual-preservation (RITU). STRC incorporates these processes to revolutionize customer experience. Specific differences in the market were observed: the U.S. market is characterized by system-based integration, whereas Ukraine is based on consultative models based on communication. Conclusions: STRC offers a feasible model to transform luxury jewelry omnichannel customer experience under various conditions in the market without eroding exclusiveness. Research implication: The managers of luxury brands are advised to create digital platforms that convey exclusivity, a consistent set of trust cues in all touchpoints, and alter consumption rituals because market-specific logics demand different strategies of implementation.

Page 17 of 17 | Total Record : 164

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