Analyzing the Impact of Social Network Sites and Social Applications on Buying Attitude in Developing Nations

Research Anthology on Strategies for Using Social Media as a Service and Tool in Business Pub Date : 1900-01-01 DOI:10.4018/978-1-7998-9020-1.ch070

MD Sarwar-A Alam, Daoping Wang, Kalsoom Rafique

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Abstract

This article investigates the relationships among social network sites (SNSs) and social apps (SAPs) on consumers' online purchase attitude (OPA) with moderating effect of gender (GND). Structural equation modeling using SPSS and supporting tools was employed to represent the correlations among adopted constructs. To this end, the questionnaires were distributed to online shoppers from September 2017 and November 2017. The findings revealed the positive relationships of SNSs, i.e., Facebook, LinkedIn, Twitter, YouTube, and Pinterest on consumers' OPA. Second, it is found that SAPs, i.e., Whatsapp, Facebook messenger, Wechat, Instagram, and Snapchat have positive relationships on consumers' OPA. In addition, it is found that GND did not moderate the relationships among SNSs, SAPs, and consumers' OPA. This study furnishes insights how strategic managers can utilize such social media tools in marketing communications to empower consumers' OPA in today's era. Aside, study provides future studies for academicians and professionals.

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分析发展中国家的社交网站和社交应用对购买态度的影响

本文研究了社交网站(sns)和社交应用(sap)对消费者在线购买态度(OPA)的影响，并探讨了性别(GND)的调节作用。采用SPSS及其支持工具进行结构方程建模，以表示所采用结构之间的相关性。为此，调查问卷于2017年9月至11月分发给网购者。研究发现，社交网站Facebook、LinkedIn、Twitter、YouTube和Pinterest对消费者OPA的影响呈正相关。其次，我们发现sap，即Whatsapp、Facebook messenger、微信、Instagram和Snapchat对消费者的OPA存在正相关关系。此外，我们发现GND并没有调节sns、sap和消费者OPA之间的关系。这项研究为战略管理者如何在营销传播中利用社交媒体工具来增强消费者的OPA提供了见解。此外，研究为院士和专业人士提供了未来的研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Research Anthology on Strategies for Using Social Media as a Service and Tool in Business

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