The Effects of Social Media Platforms, Product Involvement and Consumer Inertia on Consumer Purchase Intention

• Main Author: CARLOS HUERTA RODRIGO
• Other Authors: CHEN, HSIU-LI
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/17261203854736932931

碩士 === 銘傳大學 === 國際企業學系碩士班 === 105 === Social Media it is inevitable. Nowadays everything it is related towards those platforms. The aim of this study it is to examine on how Social Media has disrupted the traditional five steps of purchasing decision process (Problem/Need recognition, Information search, Evaluation of alternatives, Purchase decision and Post-purchase behavior) and has created a new model based on peer to peer comparison and influence through the environment and channels of Social Media. This paper will prove how online platforms make the consumer buy products easier, faster and skipping the first three steps of the traditional purchase intention. Thanks to the proliferation of online platforms, internet and communication consumers are more demanding and well informed (having 24/7 access to all kind of information) and its most valuable ressource it is time. Hence, consumer behavior is not longer under push strategies but companies use a pull strategy in order to save ressources and time for both businesses and consumers making the shopper the one that decides what will buy. Those choices will be made upon what their friends, relatives, peers and social media influencers the user follows on the online world; creating a very impulsive and easily manipulated shopper. Today, online socialization it is a phenomenon that companies will take advantage of in order to know better the consumer and sell more. For this research the best way to measure the impact of social media platforms in the consumer behavior towards online buying, it will be conducted an experimental design. We use hierarchical linear modeling (HLM) and two-way MANOVA to test all proposed hypotheses. The empirical results show that (1)Consumer inertia has a direct effect on Purchase intention. Higher consumer inertia has higher purchase intention of the brand. (2)Product involvement has no effect between consumer inertia and purchase intention. (3)Source of online advertising has no effect between consumer.