Purchase Intention of Males and Females Through Social Media

2018 ◽  
pp. 696-713
Author(s):  
Chih-Chin Liang
Keyword(s):  
Social Media ◽  
Social Influence ◽  
Purchase Intention ◽  
Perceived Usefulness ◽  
Structure Questionnaire ◽  
Corporate Credibility ◽  
Service Information ◽  
Product Service ◽  
Males And Females ◽  
Acceptance Model

Social media use pervades daily life, leading to a dramatic transformation in communication styles. Three factors affecting purchase intentions through SM modified from technology acceptance model include experience (experience on purchasing through social media, perceived usefulness on purchasing through social media, perceived ease of use on purchasing through social media), company (corporate credibility, product/service information), and social (social influence on purchasing through social media, electronic word of mouth on purchasing through social media). Three hundred and thirty-two respondents (male: 171, female: 161) from Taiwan were surveyed using a structure questionnaire. Analysis results indicate that significantly influence shopping intention with respect to social media. Additionally, males and females differ in purchasing intention. Social influence affects purchase intention for females, but not for males. Product/service information affects social influence for females, but not for males.

Purchase Intention of Males and Females Through Social Media

2017 ◽  
Vol 8 (3) ◽  
pp. 1-17
Author(s):  
Chih-Chin Liang
Keyword(s):  
Social Media ◽  
Social Influence ◽  
Technology Acceptance ◽  
Purchase Intention ◽  
Perceived Usefulness ◽  
Communication Styles ◽  
Structure Questionnaire ◽  
Service Information ◽  
Product Service ◽  
Males And Females

Social media use pervades daily life, leading to a dramatic transformation in communication styles. Three factors affecting purchase intentions through SM modified from technology acceptance model include experience (experience on purchasing through social media, perceived usefulness on purchasing through social media, perceived ease of use on purchasing through social media), company (corporate credibility, product/service information), and social (social influence on purchasing through social media, electronic word of mouth on purchasing through social media). Three hundred and thirty-two respondents (male: 171, female: 161) from Taiwan were surveyed using a structure questionnaire. Analysis results indicate that significantly influence shopping intention with respect to social media. Additionally, males and females differ in purchasing intention. Social influence affects purchase intention for females, but not for males. Product/service information affects social influence for females, but not for males.

Factors Influencing Office-Workers' Purchase Intention though Social Media

2015 ◽  
Vol 6 (1) ◽  
pp. 1-16 ◽  
Author(s):  
Chih-Chin Liang ◽  
Hanh Thi Dang
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Ease Of Use ◽  
Office Workers ◽  
Perceived Ease Of Use ◽  
Service Information ◽  
Product Service ◽  
Acceptance Model

Social media (SM) are currently gaining rapid and widespread popularity. SM have been recognized as effective marketing tools that can influence customer behavior; however, the literature neglects this topic. This investigation proposed an integrated and modified framework derived from the technology acceptance model to systematically analyze and investigate the critical influences on the intention of office-workers to make a purchase via SM when SM are used for marketing communications. This study surveyed 400 office-workers from businesses in Taiwan. The findings demonstrate that factors such as perceived ease of use, SM experience, social influence, gender difference, and product/service information are important influences on SM shopping predisposition. Additionally, three clusters of shoppers are identified based on their purchase intention. Each cluster has different demographic and behavioral characteristics and exhibits significant concerns regarding the above factors. Specific marketing strategies are provided for each of the three clusters to help companies better target their customers.

scholarly journals What Drives Continuance Intention towards Social Media? Social Influence and Identity Perspectives

2020 ◽  
Vol 12 (17) ◽  
pp. 7081 ◽  
Author(s):  
Athapol Ruangkanjanases ◽  
Shu-Ling Hsu ◽  
Yenchun Jim Wu ◽  
Shih-Chih Chen ◽  
Jo-Yu Chang
Keyword(s):  
Social Media ◽  
Social Identity ◽  
New Media ◽  
Social Influence ◽  
Perceived Usefulness ◽  
Continuance Intention ◽  
Positive Effects ◽  
The Social ◽  
Media Platform ◽  
Continuous Usage Intention

With the growth of social media communities, people now use this new media to engage in many interrelated activities. As a result, social media communities have grown into popular and interactive platforms among users, consumers and enterprises. In the social media era of high competition, increasing continuance intention towards a specific social media platform could transfer extra benefits to such virtual groups. Based on the expectation-confirmation model (ECM), this research proposed a conceptual framework incorporating social influence and social identity as key determinants of social media continuous usage intention. The research findings of this study highlight that: (1) the social influence view of the group norms and image significantly affects social identity; (2) social identity significantly affects perceived usefulness and confirmation; (3) confirmation has a significant impact on perceived usefulness and satisfaction; (4) perceived usefulness and satisfaction have positive effects on usage continuance intention. The results of this study can serve as a guide to better understand the reasons for and implications of social media usage and adoption.

An Application of the Technology Acceptance Model to Individual Protective Measures (IPMs) Against Viruses

2021 ◽  
pp. 0-7:51 minutes
Author(s):  
Matti Haverila ◽  
Salma Husain
Keyword(s):  
Social Influence ◽  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Protective Measures ◽  
Influenza Pandemics ◽  
Environmental Measures ◽  
Acceptance Model

This presentation describes Technology Acceptance Model (TAM) when using individual protective measures (IPMs) against the spreading of viruses like COVID-19. The constructs in TAM are perceived usefulness, and ease of use, attitude towards the use of IPMs and the actual use as well as social influence, which were measured with relevant indicator variables. The statistical method used in the analysis was Partial Least Squares Structural Equation Modelling (PLS-SEM). IPMs include personal protective measures for everyday use (e.g., voluntary home isolation, respiratory etiquette, and hand hygiene); Personal protective measures for influenza pandemics (e.g., voluntary home quarantine, and use of face masks in community settings); and Environmental measures (e.g., routine cleaning of frequently touched surfaces). The results indicate that all relationships were significant also so that the effect sizes were large to medium with the exception of social influence -> perceived usefulness and social influence -> attitude towards usage.

Factors Affecting Consumer's Continuance Online Purchase Intention in Malaysia

2013 ◽  
Vol 1 (2) ◽  
pp. 154-161
Author(s):  
Yap Mun Fei ◽  
Cheng Boon Liat
Keyword(s):  
Technology Acceptance ◽  
Purchase Intention ◽  
Subjective Norm ◽  
Perceived Usefulness ◽  
Survey Method ◽  
Continuance Intention ◽  
Convenience Sample ◽  
Factors Affecting ◽  
Online Purchase ◽  
Acceptance Model

Objective- This paper attempts to explore the continuance purchase intention among Malaysian consumers on the internet, through the conceptual framework as modified from the Technology Acceptance Model. Methodology/Technique The research data has been collected through the use of an internet-based survey method, with a convenience sample of 300 Malaysian respondents in June 2014; whereas, data analysis is further conducted using the SPSS software, through the measurements of a simple linear regression test, mediation test and moderation test. Findings Results show a positive relationship between perceived usefulness and trust; while the continuance intentionfor online purchase is positively significant to perceived usefulness. The partial mediating role of subjective norm is further identified, between perceived usefulness and continuance intention. It is also understood that both male and female perceive the usefulness of website as an important factor toward their intention to online re-purchase. Novelty - Most of the researches are conducted solely upon the factors or purchase intention, limited studies have been done to investigate the continuance purchase intention among fellow consumers. Type of Paper Empirical paper Keywords: , E-Commerce, Trust, Perceived Usefulness, Subjective Norm, Continuance Intention, Gender

Organisational Change and Acceptance

2012 ◽  
pp. 99-118
Author(s):  
Marilyn Wells
Keyword(s):  
Social Influence ◽  
Technology Acceptance ◽  
New Technology ◽  
Organisational Change ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Change Environment ◽  
Change Acceptance ◽  
Change Factors ◽  
Acceptance Model

This chapter reports on the development of the technology acceptance model from 1986 when Davis investigated technology acceptance from an individual’s view as to the ease of use and perceived usefulness of a system. Since then, many variations have been presented in attempts to explain how and what influences a computer system user’s uptake of new technology within an organisation. Whilst all variations were developed explicitly to predict users’ acceptance or rejection of new technology, these variations are in essence predictors of acceptance or rejection of change. Factors such as the organisational change environment and informal communication (rumours), together with social influence as exercised by colleagues should be considered major contributors to the perceptions of new technology and therefore acceptance. This chapter extends the original model to include the variations and proposes that rather than look at technology acceptance in isolation, acceptance of new technology should be viewed as acceptance of change. The author proposes the model Social Influence and Change Acceptance (SICAM) to reflect the inclusion of TAM’s variations in an organizational change context.

How information acceptance model predicts customer loyalty?

2020 ◽  
Vol 33 (1) ◽  
pp. 60-73
Author(s):  
Tiwa Park
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Information Quality ◽  
Information Need ◽  
Content Type ◽  
Acceptance Model ◽  
Information Adoption ◽  
Information Acceptance

Purpose This study aims to explore the influence of electronic word of mouth (eWOM) in social media on customer loyalty by using the information acceptance model (IACM). For this purpose, this study identified the relationship of attitude towards information, information credibility, information quality and information with information usefulness. Later, the relation of information usefulness and information adoption was examined. According to the IACM, this information adoption and attitude towards information can affect behavioural outcomes of customer, and the authors used customer loyalty as a behavioural outcome. Design/methodology/approach This study collected the data from students enrolled in different universities of Thailand. More specifically, those students were considered appropriate for study who were active Facebook users. Therefore, a questionnaire was posted in 83 different Facebook groups of university students, from which 771 students responded properly. SPSS and AMOS 24 were used to conduct data reliability, descriptive and correlation analysis, confirmatory factor analysis (CFA), and structural equation modelling (SEM). Findings The study found that credibility, quality, usefulness and adoption of information, need of information and attitude towards information are the key factors of eWOM in social media that influence consumers’ loyalty. Practical implications This study will be helpful for marketing managers in studying patterns of customer loyalty because many studies have previously examined purchase behaviour or purchase intention only. Moreover, it will provide framework to marketers for understanding the influence of eWOM information in social media on customer loyalty. Originality/value This study is to explore the effect of credibility, quality, usefulness and adoption of information, need of information and attitude towards information on consumers’ loyalty.

Factors influencing Generation Y’s tourism-related social media activity: the case of Polish students

2020 ◽  
Vol 11 (3) ◽  
pp. 543-558
Author(s):  
Joanna Kowalczyk-Anioł ◽  
Marek Nowacki
Keyword(s):  
Social Media ◽  
Social Influence ◽  
Technology Acceptance ◽  
Perceived Risk ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Related Activity ◽  
Content Type

Purpose This study aims to identify the factors which affect Generation Y’s activity in social media (SM) while traveling. It draws on and extends the technology acceptance model (TAM) and social influence theory. It examines the effects of social influence processes (compliance, identification and internalization), perceived enjoyment (PE), perceived risk, perceived ease of use and perceived usefulness on tourism-related SM activity. Design/methodology/approach The study tested the model with a sample of 420 Polish Y’s who had traveled in the preceding 12 months and used SM. The verification of the hypotheses and the analysis of relationships between the variables were performed using partial least squares structural equation modeling. Findings Out of the four variables of the TAM, only PE has significantly and directly affected Ys’ tourism-related activity in SM. From among the three processes of social influence, only internalization has had a significant impact on the enjoyment of SM use and, consequently, on the SM activity of Generation Y. Research limitations/implications This study covered only Polish Y’s. In the future, the formulated hypotheses should be verified in other generational cohorts, in sub-cohorts of Y’s and in other cultural contexts. Furthermore, limitations include lack of randomization of the survey distribution. Practical implications The presented results show a generational portrait of an increasingly important consumer group on the tourism market in relation to factors affecting their tourism-related activity in SM. Originality/value This is one of few studies (the first in the Central and Eastern Europe context) to examine Generation Y’s adoption of SM in tourism-related activity drawing on and extending the TAM and processes of social influence.

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.

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