Traymbak, Shruti and Misra, Sanjay and Jonathan, Oluranti (2022) Motivations and Social Media Influencing Online Purchase Intention in India. International Journal of E-Business Research (IJEBR), 18 (1).
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Abstract
The purpose of the study is to examine the influence of hedonic and utilitarian motivation on Indian consumer's online purchase intention. Second, this study tried to explore if social media mediates the influence of hedonic and utilitarian motivation on online purchase intention. A sample of 282 valid online buyers were collected who intentionally involved in online shopping for the last one year. Structural equation modelling is used to analyse data and to examine the research hypotheses. Results of the study revealed that utilitarian and hedonic motivation positively influenced online purchase intention (β= +0.26, p=.03 & β= +0.03, p=.643). This study also indicated that hedonic and utilitarian motivation has significant positive relationship with social media (β= +0.28, p=***), (β= +0.45, p=***). The current research model will give fresh insights of understanding of consumer's motivation and role of social media in online purchase intention. Research implications, limitations, and scope of research are discussed.
| Item Type: | Article |
|---|---|
| Subjects: | Q Science > QA Mathematics > QA75 Electronic computers. Computer science |
| Divisions: | Faculty of Engineering, Science and Mathematics > School of Electronics and Computer Science |
| Depositing User: | nwokealisi |
| Date Deposited: | 15 Jul 2024 15:26 |
| Last Modified: | 15 Jul 2024 15:26 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/18214 |
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