Impact of Social Media on Consumer Purchase Intention: A Developing Country Perspective

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Author(s): Anil Kumar (Faculty of Management, VNS Group of Institutions, Bhopal, India)and Nagendra Kumar Sharma (Graphic Era University, India)
Copyright: 2020
Pages: 18
Source title: Handbook of Research on the Role of Human Factors in IT Project Management
Source Author(s)/Editor(s): Sanjay Misra (Covenant University, Nigeria)and Adewole Adewumi (Covenant University, Nigeria)
DOI: 10.4018/978-1-7998-1279-1.ch017

Keywords: Business & Management / Business Science Reference / Human Aspects of Business

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Abstract

In the current scenario, social media play a key role for the customers because the content generated by users through social media has a great influence on their purchase intention. The objective of this study is to examine the impact of social media factors that influence the student's purchase intention through social media. Three factors, namely trust, perceived usefulness, and social commerce construct, were tested and examined the impact on purchase intention of the students. Data were gathered from 240 undergraduate and postgraduate students. Structural equation modelling was used to get the results from the data. The outcomes of the data analysis show that majorly prevailing factor that influences the purchase intention of young consumers was consumer trust via social media interface. Further, that is followed by social commerce construct and perceived usefulness. Furthermore, it has also been found that all the constructs are positively associated with purchase intention. In the end, practical implications, limitations, and future research scope of this study were discussed.

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Impact of Social Media on Consumer Purchase Intention: A Developing Country Perspective

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