The Influence of Social Media on Young Consumers’ Purchase Intention During Global Pandemic

2021 ◽  
Vol 1 (1) ◽  
pp. 9-13
Author(s):  
Yeow Jian Ai ◽  
Cheah Chew Sze ◽  
Yeo Sook Fern ◽  
Cheang Yu Wan
Keyword(s):  
Social Media ◽  
Significant Relationship ◽  
Purchase Intention ◽  
Movement Control ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Performance Expectancy ◽  
Global Pandemic ◽  
Consumer Purchase Intention

The year 2020 was undoubtedly going down in history as one of the worst years ever due to the Covid-19 pandemic. Many countries around the world were forced to impose a total lockdown, and this situation occurred again in early June 2021 in Malaysia. Many countries were in their 2nd wave or 3rd wave of lockdown, which caused several restrictions such as movement control, the limit of travel or inter-states. Many businesses were affected. Some big corporations were forced to shut down their productions, lay off, and causing huge numbers of unemployment in the country. There were several news reported that Malaysia’s retails faced bad financial losses and even wave a ‘white flag’ campaign to strike for help from the public. However, instead of begging for help, retailers or businesses should adapt to a new channel and accepting to a more sophisticated computerized operation and diversify into electronic (e-retails) or mobile retails (m-retails) via social media. This study aims to study the causes of young consumer purchase intention using social media during the global pandemic. There are five main variables being studied. The five factors, such as perceived ease of use, perceived usefulness, performance expectancy, interactivity, and intention to express empathy, were selected and analyzed using SPSS Software. This study concluded that perceived ease of use, perceived usefulness, and interactivity have a significant relationship with young consumer purchase intention using social media, while performance expectancy and intention to express empathy have not significant relationship with young consumer purchase intention. This study benefits newly operate SMEs or existing SMEs as they can provide better marketing through social media in order to sustain their businesses.

The Effect of Instragram Usage in Buying Decision

I-STATEMENT ◽  
2021 ◽  
Vol 6 (1) ◽  
pp. 41-48
Author(s):  
Anggar Riskinanto ◽  
Fanny Fandiyah
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Significant Relationship ◽  
Purchase Intention ◽  
Information Quality ◽  
Source Credibility ◽  
Ease Of Use ◽  
Partial Least Square ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use

This study examines the factors that influence Purchase Intention to customers when they want to buy Yellowfit Kitchen products through social media Instagram. This study applies the TAM (Technology Acceptance Model) model and several additional variables namely Information Quality including Intrinsic, Contextual, Representational, and Accessibility; and Source Credibility include Trustworthiness, Expertness, and Reputation. This research is a quantitative study, data obtained through a questionnaire distributed to 398 respondents who had bought Yellowfit Kitchen. The method used is PLS (Partial Least Square). The questionnaire results obtained were analyzed using SmartPLS. The analysis shows that there are (1) a significant relationship between Information Quality and Perceived Ease of Use (2) a significant relationship between Source Credibility, Perceived usefulness, and Perceived Ease of Use (3) Attitude Toward Behavior is influenced by Perceived usefulness, and Perceived Ease of Use Use; (4) Purchase Intention is influenced by Attitude Toward Behavior. From the results of a comparison of O2O e-commerce research, this study provides a more detailed explanation of the Elaboration Likehood Model related to Information Quality and Source Credibility that influences purchase intentions. Purchase Intention is the final stage of a customer to buy a product that is needed or seen. TAM is easy to use in the use of social media. The research is expected that startup company Yellowfit Kitchen can continue to increase sales and also provide useful information through their social media.

scholarly journals Youths’ Social Media Adoption: Theoretical Model and Empirical Evidence

2016 ◽  
Vol 11 (2) ◽  
pp. 22 ◽  
Author(s):  
M. Shakaib Akram ◽  
Wafi Albalawi
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
The Social ◽  
Perceived Enjoyment ◽  
Adoption Intention

<p>Social media has become a major source of communication and collaboration between individuals and among groups. The current paper investigates the underlying motives of social media adoption. The research identifies various determinants such as perceived connectedness, perceived enjoyment, perceived usefulness and perceived ease of use as the major influencers of social media adoption intention. Using the sample from Saudi Arabia an online survey is conducted. Structural equation modeling has been used to test the proposed relationships. The results reveal that individuals’ perceived connectedness and perceived enjoyment act as stimuli for their social media adoption intention. Moreover, perceived ease of use and perceived usefulness mediate these stimuli and the individuals’ social media adoption intention. The paper concludes with the recommendations for the academicians and the social media designers/developers.</p>

Private club members’ perceptions of social media

2017 ◽  
Vol 8 (1) ◽  
pp. 119-132 ◽  
Author(s):  
MiRan Kim ◽  
Ronald Cichy
Keyword(s):  
Social Media ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Media Usage ◽  
Online Social Media ◽  
Usage Behavior ◽  
Perceived Enjoyment ◽  
Beliefs And Attitudes

Purpose Private club members belong to an organization where people with common interests, experiences, backgrounds and professions meet for social and recreational purposes. This study aims to examine the relationships among private club members’ perceptions of social media regarding perceived ease of use, perceived usefulness, perceived enjoyment, attitude toward social media involvement and behavioral intention toward social media usage. Design/methodology/approach An online survey was conducted among private club members across the USA (n = 571). The data were analyzed using structural equation modeling. Findings The findings of this study center on the perceptions of club members and their beliefs and attitudes associated with their social media usage behavior. This study extends the social media literature by supporting previous studies that suggest a causal flow from perceived ease of use to intrinsic and extrinsic motivations (perceived usefulness, perceived enjoyment) based on a motivational model. Research limitations/implications This study is meaningful for revealing the perceptions of private club members and their beliefs and attitudes associated with their social media usage behavior. It is untested whether this study’s model applies to other hospitality businesses. Future research could examine other segments and add other variables such as perceived security and trust. Practical implications This study can provide private club managers, and the members of the clubs that they lead, with a better understanding of online social media. Originality/value This study is one of a few empirical online social media studies in the area of the private club industry. This study seeks to provide baselines regarding social media perceptions and usage in the hospitality literature by providing a comprehensive model.

Adoption of Short Messaging Service (SMS) in Malaysia

2010 ◽  
Vol 1 (1) ◽  
pp. 41-51
Author(s):  
Ainin Sulaiman ◽  
Ali Hussein Saleh Zolait
Keyword(s):  
Technology Acceptance ◽  
Significant Relationship ◽  
Current Trend ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Behavioural Intention ◽  
Future Research ◽  
Perceived Ease Of Use ◽  
Short Messaging Service ◽  
Perceived Enjoyment

Short Messaging Service (SMS) being an almost instantaneous communication medium that connects people is now a phenomenon that has grown and spread around the globe at an amazing speed. Given the current trend of SMS usage and its potential growth, this paper provides an insight into SMS adoption. The study attempts to delineate the demographics and usage profile of SMS users in Malaysia, as well as explaining the factors influencing SMS adoption in Malaysia by using a modified version of the Technology Acceptance Model (TAM), which was originally introduced by Davis (1989). The study presents the demographic and usage profile in terms of gender, age, occupation, monthly personal income, extent of SMS usage and so forth of 489 SMS users from four institutions of education in the Klang Valley and Selangor. The present research uses and validates the scales for variables developed by earlier studies, namely perceived usefulness, perceived ease of use, perceived enjoyment, and perceived fees, which are hypothesized to be fundamental determinants of behavioural intention. The scale items for the said variables were tested for reliability, correlation and regression. The application of correlation analysis reveals a significant relationship among the independent variables, namely, perceived usefulness, perceived enjoyment, and perceived ease of use with the dependent variable that is behavioural intention. With regards to the level of importance derived from regression analysis, usefulness ranks the highest, followed by ease of use and enjoyment in explaining SMS adoption in Malaysia. Perceived fees do not seem to have a significant relationship with behavioural intention. Some implications, limitations and recommendations for future research are also discussed.

scholarly journals An Approach towards Investigating Factors Affecting Intention to Book a Hotel Room through Social Media

2020 ◽  
Vol 12 (21) ◽  
pp. 8973
Author(s):  
Anastasios-Ioannis Theocharidis ◽  
Maria Argyropoulou ◽  
George Karavasilis ◽  
Vasiliki Vrana ◽  
Evangelos Kehris
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Media Use ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
The European Union ◽  
Perceived Ease Of Use ◽  
Social Media Use ◽  
Hotel Room

Today, social media have become a major trend, and consumers are engaging more and more in the social media platforms used by hotels. This does not mean that they book a hotel room via social media, as the booking process is a complex one. The paper investigates the factors that affect users’ intention to book a hotel room using social media applications. The recent enforcement of General Data Protection Regulation (GDPR) in the European Union and California Consumer Privacy Act (CCPA) in California may have an impact on consumers’ behavior. To investigate this further, the study integrates into a model the following constructs: Perceived ease of use, perceived usefulness, trust in online hoteliers, social media use, and permission-based-acceptance. The survey was conducted on Greek users of social media. An online questionnaire was used for data collection. The conceptual model was tested using Structural Equation Modeling (SEM) analysis. The study identified four factors that directly or indirectly influence consumers’ intention to book hotel rooms through social media. Usefulness directly affects intention to book online. Permission-based acceptance plays a core role in the model. Both constructs trust in online hoteliers and social media use, and have a direct positive effect on permission-based acceptance, whereas permission-based acceptance has a direct positive influence on intention to book through social media. The validated model stretches the need for hoteliers to obtain permission from consumers in carrying out their marketing activities. It is important for hotel owners, managers, and social media specialists to keep consumers in mind, offer them useful information and services, and have a trustworthy behavior in order to boost bookings through social media.

scholarly journals Motivational Factors to Adopt Social Media Technology in Small Medium Enterprises

2020 ◽  
pp. 10
Author(s):  
Nuning Setyowati ◽  
Heru Irianto
Keyword(s):  
Social Media ◽  
Motivational Factors ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Media Technology ◽  
Perceived Enjoyment ◽  
Use Of Social Media ◽  
Positive Effect ◽  
Social Media Technology

Social media technology has become part of the community needs, not only as a means to socialize but also to support business operations. In the MEA era, the demands of the market expansion of business networks become mandatory for employers, including for SMEs. This study aim to analyze the motivational factors of SMEs to use social media technologies to support their business activities. This study used survey technique and analysis of Structural Equation Modeling  with  PLS analysis tools. The results showed that perceived enjoyment have positive effect on the perceived ease of use of social media technology, Perceived ease of use have positive effect toward the perceived usefulness, perceived enjoyment and perceived ease of use have positive effect to attitudes towards the use of social media technology, Perceived usefulness and attitude towards the use of social media technology have positive effect toward the intention of using social media technology.

scholarly journals PENDEKATAN TAM DALAM LAYANAN GO-MASSAGE PADA APLIKASI GO-JEK

2018 ◽  
pp. 869
Author(s):  
Ni Putu Wulan Widasari ◽  
I Made Wardana ◽  
Putu Yudi Setiawan
Keyword(s):  
Technology Acceptance ◽  
Perceived Risk ◽  
Risk Perceptions ◽  
Purchase Intention ◽  
Risk Attitude ◽  
Sampling Technique ◽  
Theoretical Implication ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use

ABSTRACT The meaning of this research wants to explain the effect of perceived ease of use, perceived usefulness, and perceived risk towards attitude and purchase intention of Go-Massage on Go-Jek application. The population of this study is not limited (infinite) which is the user Go-Jek application in Denpasar. The sample in this study was taken with non-probability sampling technique with 120 respondents. The result shows that perceived ease of use and perceived of usefulness have positive and significant effect towards attitude. Furthermore, the results of the study also showed a positive and significant effect of perceived usefulness and attitude towardspurchase intention. Conversely, risk perceptions have a negative and significant effect on attitude and purchase intention. The theoretical implication of this research is that this research reinforces the attitude theory especially the Technology Acceptance Model proposed by Davis (1989). Practical implications are useful for companies to explore the construct which gives significant effect towards purchase intention.  In the future, the company should focus more on perceived usefulness to encourage customer’s purchase intention towards Go-Massage service offered on Go-Jek application Keywords: TAM, Perceived Ease of Use, Perceived Risk, Attitude, and Purchase Intention

scholarly journals Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

2020 ◽  
Vol 17 (5) ◽  
pp. 1501 ◽  
Author(s):  
Jie Zhao ◽  
Jianfei Wang
Keyword(s):  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Purchase Intention ◽  
User Acceptance ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Health Related ◽  
Short Video ◽  
Acceptance Model

The rapid development of short-video social network platforms provides us with an opportunity to conduct health-related advertising and recommendation. However, so far, there are no empirical evidence on whether users are willing to accept health-related short-video advertisements. Here, acceptance refers to purchase intention, meaning that users will read short-video ads, share ads with others, or even open the product link embedded in ads to purchase the product. In this paper, we make the first attempt to model and quantify user acceptance of health-related short-video advertisements. Particularly, we propose a new research model that enhances the Technology Acceptance Model (TAM) with two new designs. First, we propose four new antecedents including social interaction, intrusiveness, informativeness, and relevance into the original TAM to reflect the features of short-video social networks. Second, we introduce two mediator variables including perceived usefulness and attitude so that we can better study how different factors affect user acceptance of health-related short-video ads. We perform a survey on the Internet and conduct an empirical analysis of the surveyed data. The results show that the four antecedents as well as the perceived ease of use have significant influences on perceived usefulness, attitude, and purchase intention. Further, perceived usefulness plays a valid mediating role in attitude and purchase intention. We also found that users’ perceived ease of use on health-related short-video ads cannot significantly predict users’ attitudes toward ads. This is a new finding in social media-oriented ads. Finally, we integrate the empirical findings and present reasonable suggestions for advertisers and marketers to promote health-related short-video ads.

scholarly journals Do Gender and Prior Experience Moderate the Factors Influencing Attitude toward Using Social Media for Festival Attendance?

2018 ◽  
Vol 10 (10) ◽  
pp. 3509 ◽  
Author(s):  
Taegoo Kim ◽  
Osman Karatepe ◽  
Gyehee Lee ◽  
Hande Demiral
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Positive Impact ◽  
Prior Experience ◽  
Positive Influence ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
Positive Effects

Male and female consumers differ in terms of decision-making. This is also true for inexperienced and experienced consumers. Although the extant research delineates studies that have centered on the interrelationships between perceived ease of use (PEU), perceived enjoyment (PE), perceived usefulness (PU), attitude toward using social media (ATUSM), and users’ behavioral intentions, there is still a dearth of empirical research about gender and prior experience as the two potential moderators. With this recognition, our study examines gender and prior experience as moderators of the effects of PEU, PE, and PU on ATUSM. Our study also investigates ATUSM as a full mediator of the impacts of PEU, PE, and PU on users’ intentions to attend festivals (IAF). Data came from the students of the Korean Government Scholarship Program. The results from structural equation modeling reveal that the positive influence of PE on ATUSM is stronger among female users. As expected, the positive impact of PU on ATUSM is stronger for male users. As hypothesized, prior experience strengthens the positive effects of PE and PU on ATUSM. The results further reveal that ATUSM fully mediates the effects of PE and PU on IAF. Based on the aforesaid findings, theoretical implications are discussed and managerial implications to enhance business sustainability are offered.

scholarly journals The influence of trust, perceived usefulness, perceived ease of use, and attitude on purchase intention

2019 ◽  
Vol 8 (1) ◽  
Author(s):  
Rahmiati Rahmiati ◽  
Indri Ilma Yuannita
Keyword(s):  
Purchase Intention ◽  
Total Sample ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Future Research ◽  
Perceived Ease Of Use ◽  
The Future

This research aims to analyzed: (1) The effect of Trust on Attitude, (2) The effect of Trust on Purchase Intention, (3) The effect of Perceived Usefulness on Attitude, (4) The effect of Perceived Usefulness on Purchase Intention, (5) The effect of Perceived Ease of Use on Attitude (6) The effect of Perceived Ease of Use on Purchase Intention and (7) The effect of Attitude on Purchase Intention. The type of this research is causative research. The total sample of this research was 151 people by using questionnaire. The result of research shows that (1) Trust has significant effect on attitude (2) Trust has significant effect on purchase intention (3) Perceived Usefulness has no significant effect on attitude (4) Perceived Usefulness has significant effect on purchase intention (5) Perceived Ease of Use has significant effect on attitude (6) Perceived Ease of Use has significant effect on purchase intention and (7) Attitude has significant effect on purchase intention. The conclusions are Trust, Perceived Usefulness and Perceived Ease of Use have significant effect on purchase intention. For the future research it is better to explore more about variable that can influence purchase intention.Keywords: Trust; perceived usefulness; perceived ease of use; attitude; purchase Intention

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