E-Commerce Online Purchase Intention

Amoroso, Donald L.; Roman, Francisco L.; Morco, Rosel

doi:10.4018/978-1-4666-9787-4.ch114

Cited by 9 publications

(3 citation statements)

References 36 publications

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“…Purchase intention is a measure of intention to buy a particular product or service (Amoroso et al, 2016). Purchase intentions are an alternative to learning about purchase behaviors (Chetioui et al, 2020).…”

Section: Relationship Between Differentiation-oriented Content and Pu...mentioning

confidence: 99%

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“We do it but they don't” unveiling the impact of differentiation-oriented content on purchase intentions through mediation of SM engagement and moderation of social media skills

Khan,

Rehman,

Kashif

2023

SAJM

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PurposeThis research aimed to investigate the mediating role of social media engagement in the relationship between differentiation-oriented content and purchase intentions. Additionally, this research studies the moderating impact of entrepreneurial social media skills in the relationship between social media engagement and purchase intentions.Design/methodology/approachThe research proposes a positivist research philosophy, deductive research approach and survey research strategy. Data were collected from followers of social media pages of small and medium businesses operating in the fields of groceries, food items, apparel and supplies in Pakistan. Respondents were selected randomly. The descriptive statistics were calculated first, followed by reliability and validity analysis as part of the measurement model. Finally, mediation and moderation analyses were run by using structural equation modeling.FindingsResults of the study confirm that differentiation-oriented content has a positive relationship with purchase intentions and social media engagement mediates this relationship. Results further confirm that the social media skills of entrepreneurs moderate the relationship between social media engagement and purchase intentions.Practical implicationsFrom a practical point of view, this study will potentially help entrepreneurs in Pakistan unveil the undiscovered potential of social media and understand the importance of social media marketing campaigns in crisis situations. It will unlock the importance of entrepreneurial training and development to better adapt to the dynamic and vibrant world of social media.Originality/valueThis is the first study that investigates the relationship between differentiation-oriented content and purchase intentions. Additionally, the current study adds to existing knowledge by proposing entrepreneurial social media skills as moderators in the relationship of social media engagement with purchase intentions.

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Section: Relationship Between Differentiation-oriented Content and Pu...mentioning

confidence: 99%

“…Purchase intention is a measure of intention to buy a particular product or service (Amoroso et al. , 2016).…”

Section: Theory and Hypothesismentioning

confidence: 99%

“We do it but they don't” unveiling the impact of differentiation-oriented content on purchase intentions through mediation of SM engagement and moderation of social media skills

Khan,

Rehman,

Kashif

2023

SAJM

View full text Add to dashboard Cite

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“…Amoroso et al. (2016) defined purchase intentions as a measure of intention to decide to buy some specific product or service.…”

Section: Literature Reviewmentioning

confidence: 99%

I am more inclined to buy online–novel social media engagement stimulated purchase intentions post-COVID-19: a case of Pakistani market

Fatima

Bilal²,

Khan³

2022

AJB

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PurposeThis study sheds light on the differential impact of social media brand engagement on two distinct types of purchase intentions, i.e. online and physical, in the special context of the post-COVID-19 situation in Pakistan. It has shed light on the factor (trust in online purchases during COVID-19) that has shaped the post-pandemic purchasing attitude. The above-stated association is unlocked based on the mediating role of brand equity.Design/methodology/approachThe people who followed the social media pages of major sellers (apparel, grocery, food items and medical supplies) in Pakistan were included as the target population. A time-lagged web-based survey method was employed to collect primary data which generated 308 responses. Quantitative data were analyzed using SPSS 26.0. After checks for validity and reliability, mediation and moderation analysis were run by Hayes PROCESS model 4 and 14 respectively.FindingsResults show that brand equity mediates the relationship of social media engagement with both online and physical purchase intentions. Further, results confirm that trust in online purchases during COVID-19 19 weakens the relationship of social media engagement with physical purchase intentions but strengthens with online purchase intentions.Originality/valueThis study attempts to unveil the moderation of trust in online purchases during COVID-19 on the relationship of social media engagement with online and physical purchase intentions through the mediation of brand equity.

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