Purchase Intention of Males and Females Through Social Media (original) (raw)
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Social media penetration is growing in a very fast pace in developing countries like India and its role is not just limited to connecting friends and chatting with them, it is also uniting so many brands and communities as well and so now social media became an integral part of people's life. Social media now in a center of the marketing strategy of many corporate and utilizing this platform to influence consumers to purchase their products from social media only. The purpose of writing this research paper is to identify the impact of various demographic factors such as age, gender, education, occupation, income and purchasing power and purchasing frequency on online purchase intention through social media also to understand the reasons of not buying products and services from social media. A self-designed questionnaire is prepared and administered through various social media sites such as Facebook, Twitter, Instagram, Pinterest and LinkedIn. Reliability and validity of the questionnaire have been ensured before final analysis. There was a significant difference in purchase intention reported between gender, education and occupation and income. The final outcome of the research is supported and validated by previous researchers.
The Factors Affecting Consumer Purchase Intention through Social Commerce – A Concept Paper
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Emerging economies are not excluded, where the emergence of e-commerce has now advanced towards a new branch of social commerce as a platform for business transactions as well as in attracting, creating, and maintaining customer relationships. E-commerce on social media platforms offers a practical means for businesses to connect with and sell to consumers. Major social networking sites have been actively developing their e-commerce features, allowing users to make purchases without leaving the site. Major social networking sites have been actively developing their e-commerce features, allowing users to make purchases without leaving the site. Social commerce has become popular due to its importance in ecommerce. The research in this area is still limited, especially on the factors that influence purchase intentions when using social commerce platforms. The purpose of this study is to examine the contribution and significance of affordance and trust theories among Malaysian users that underpin purchase intentions on social commerce platforms. This paper establishes a conceptual framework for consumers' purchase intentions based on the SOR model. Social media platforms can be used by businesses to interact with customers and increase sales once they recognize their potential. PLS-SEM (Partial Least Squares Structural Equation Modeling) will be used to examine the data.
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Social media (SM) are currently gaining rapid and widespread popularity. SM have been recognized as effective marketing tools that can influence customer behavior; however, the literature neglects this topic. This investigation proposed an integrated and modified framework derived from the technology acceptance model to systematically analyze and investigate the critical influences on the intention of office-workers to make a purchase via SM when SM are used for marketing communications. This study surveyed 400 office-workers from businesses in Taiwan. The findings demonstrate that factors such as perceived ease of use, SM experience, social influence, gender difference, and product/service information are important influences on SM shopping predisposition. Additionally, three clusters of shoppers are identified based on their purchase intention. Each cluster has different demographic and behavioral characteristics and exhibits significant concerns regarding the above factors. Speci...