文章基本信息

标题：Moderating Effect of Culture on Consumers’ Usage of Social Networks and Its’ Impact on Online Purchase Intentions
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作者：Sana Najib ; Danish Ahmed Siddiqui
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2019
卷号：55
页码：26-41
DOI：10.7176/JMCR/55-04
出版社：International Institute for Science, Technology Education
摘要：This research explored the relationship between Perceived Usefulness and Perceived Ease of the use of Social Network and their impact on Online Purchase Intention moderated by Culture. The data of 384 consumers of online stores belonging to Karachi, Pakistan were taken thorough questionnaire and was analyzed using Structural Equation Modelling to identify the relationship between the said variables and the moderating effect of culture. The study found positive impact of perceived usefulness and perceived ease of use of social media use for online purchase intention. It also proved the moderating role of culture between use of social media and buying behavior. Thus, culture plays positive effect in influencing buying behavior through perceives usefulness and perceives ease of use.
关键词：Perceived Usefulness; Perceived Ease of Use; Online Purchase Intention; Culture; SEM; Pakistan