Motivations and Social Media Influencing Online Purchase Intention in India

Motivations and Social Media Influencing Online Purchase Intention in India

Shruti Traymbak, Sanjay Misra, Oluranti Jonathan
Copyright: © 2022 |Volume: 18 |Issue: 1 |Pages: 16
ISSN: 1548-1131|EISSN: 1548-114X|EISBN13: 9781799893783|DOI: 10.4018/IJEBR.312253
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MLA

Traymbak, Shruti, et al. "Motivations and Social Media Influencing Online Purchase Intention in India." IJEBR vol.18, no.1 2022: pp.1-16. http://doi.org/10.4018/IJEBR.312253

APA

Traymbak, S., Misra, S., & Jonathan, O. (2022). Motivations and Social Media Influencing Online Purchase Intention in India. International Journal of E-Business Research (IJEBR), 18(1), 1-16. http://doi.org/10.4018/IJEBR.312253

Chicago

Traymbak, Shruti, Sanjay Misra, and Oluranti Jonathan. "Motivations and Social Media Influencing Online Purchase Intention in India," International Journal of E-Business Research (IJEBR) 18, no.1: 1-16. http://doi.org/10.4018/IJEBR.312253

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Abstract

The purpose of the study is to examine the influence of hedonic and utilitarian motivation on Indian consumer's online purchase intention. Second, this study tried to explore if social media mediates the influence of hedonic and utilitarian motivation on online purchase intention. A sample of 282 valid online buyers were collected who intentionally involved in online shopping for the last one year. Structural equation modelling is used to analyse data and to examine the research hypotheses. Results of the study revealed that utilitarian and hedonic motivation positively influenced online purchase intention (β= +0.26, p=.03 & β= +0.03, p=.643). This study also indicated that hedonic and utilitarian motivation has significant positive relationship with social media (β= +0.28, p=***), (β= +0.45, p=***). The current research model will give fresh insights of understanding of consumer's motivation and role of social media in online purchase intention. Research implications, limitations, and scope of research are discussed.