The Effect of Social Media Attributes on Purchase Intention through Motivation Dimensions and Social Media Product Browsing

Recently, companies have acknowledged that the potential of social media can help them gain a competitive advantage. Social media is a marketing tool that attracts new customers and allows consumers to engage with brands. Despite the marketing value of such social media, there is still a lack of qua...

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Bibliographic Details
Published in:Journal of Marketing Thought 2018-08, Vol.5 (2), p.12
Main Authors: Eunike Sekar Arum, Min Sung
Format: Article
Language:Korean
Subjects:
Hedonic Motivation
Purchase Intention
Social Media Product Browsing
Utilitarian Motivation
Online Access:Get full text
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Summary:Recently, companies have acknowledged that the potential of social media can help them gain a competitive advantage. Social media is a marketing tool that attracts new customers and allows consumers to engage with brands. Despite the marketing value of such social media, there is still a lack of quantitative research that specifies how social media users generate sales. In addition, extant papers about social media mostly are based on expert opinions. The purpose of our research is to examine what social media attributes impact social media product browsing based on utilitarian and hedonic motivation theory and to examine if social media product browsing has an effect on purchase intention. An analysis of the collected data indicated that while convenience and information availability do not have positive effects on utilitarian motivation for browsing product, product selection have a positive effect on it. The analysis of this study also indicated that adventure, authority & status, and relaxation have positive effects on hedonic motivation for browsing product. Meanwhile, both utilitarian and hedonic motivation for browsing product have positive effects on intention to browse product through social media. In addition, intention to browse product through social media has a positive effect on purchase intention.
ISSN:2288-9159