Factors Influencing Customer Purchase Intention: Reference to Social Media Advertising

Abstract

Social media plays a vital role in the lives of customers. Customer buying decision is influenced by social media advertising (SMA). It is a great challenge of marketers, to identify how customers’ make purchasing decisions and what factors influence their purchase decision. Current study is conducted to identify factors of SMA influence customer purchase intention. Theoretical framework developed based on the UTAUT2 model (performance expectancy, hedonic motivation, & habit) including interactivity and informativeness. Data collected from 400 respondents through google forms with 81% of response rate. Data analyzed through correlation and multiple regression techniques. Results revealed performance expectancy, hedonic motivation, interactivity & informativeness impacted on purchase intention whereas habit was not a significant influencing factor. Facebook dominates in Sri Lanka and informativenss is the strongest influencer of purchase intention. Furthermore, SMA is more effective in advertising products to male, young, & educated customers. Keywords-: Customer Purchase Intention, Social Media Advertising, Informativeness, Interactivity, UTAUT2