广告在社交媒体与网络风险对网络购物习惯关系中的中介作用

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Q. Nasidi, Isyaku Hassan, Muhamad Fazil Ahmad, M. Garba, Usman Ahmed Hafiz
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引用次数: 0

摘要

web 2.0的发明以及信息和通信技术的进步为消费者和企业提供了利用在线交易的机会。互联网是进行网上购物的重要工具。尽管网上购物很重要,也很受欢迎,但由于抵制网上购物习惯,大多数尼日利亚消费者在很大程度上依赖传统购物,而不是网上购物。在尼日利亚,很少有研究调查广告、社交媒体和网上购物习惯的风险。因此,本研究旨在调查广告在尼日利亚社交媒体和网络风险之间的关系中对网络购物习惯的中介作用。采用有针对性的抽样技术,采用自填问卷从375名受访者中收集数据。结构方程模型被用来分析和评估这些假设。结果表明,网络风险对网络购物习惯的直接影响不显著。研究结果再次表明,社交媒体对网上购物有统计学上显著的直接影响。广告在中介网络风险和网上购物习惯之间的关系的同时,也在中介社交媒体和网上购物习性之间的关系。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Mediating Role of Advertising on the Relationship between Social Media and Online Risk on Online Shopping Habits
The invention of web 2.0 and the advancement of information and communication technology have provided consumers and businesses with the opportunity to utilise online transactions. The internet is an essential tool for doing online shopping. Despite the importance and popularity of online shopping, most Nigerian consumers largely depend on conventional shopping rather than online shopping due to their resistance to online shopping habits. In Nigeria, few studies have examined advertising, social media and online risk on online shopping habit. Thus, the study aims to investigate the mediating role of advertising on the relationship between social media and online risk on online shopping habits in Nigeria. A self-administered questionnaire was used to collect data from 375 respondents using a purposive sampling technique. Structural equation modelling was used to analyse and evaluate the hypotheses. The results show that online risk had an insignificant direct effect on online shopping habits. Again, the study result shows that social media has a statistically significant direct effect on online shopping. While advertising mediates the relationship between online risk and online shopping habits, it mediates the relationship between social media and online shopping habits.
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