TITLE:
Purchase Intention from Social Media Platform under the Integration of Money Attitude, Conformity and Price Sensitivity
AUTHORS:
Shengchen Ke, Soun Hong
KEYWORDS:
Social Media Platform, Money Attitude, Conformity, Price Sensitivity, Purchase Intention
JOURNAL NAME:
Journal of Service Science and Management,
Vol.17 No.6,
December
17,
2024
ABSTRACT: Social media platform/website has changed the world in many ways and has become an integral part of everyday internet use. Under the influence of the Covid 19 pandemic which caused the customers’ consumption habits to be changed, such as the purchase channel and purchase behavior. The top three of social media platform are Facebook, Youtube and Instagram, its monthly active users worldwide were 3 billions, 2.5 billions, and 2 billions, respectively (Nielenwire, 2024). Prior literature is related to scholars’ primary focus on TAM and UTAT model to influence social media platform usage, such as Facebook, Twitter and WeChat, with few studies focusing on consumers’ insight to discuss. This study aims to examine the influential factors of purchasing from social platform/website, using Money attitude and conformity to discuss the issue. This research used survey technique to collect the data from 300 respondents who ever purchased in the social media platform/website. Regression analysis approach and the SPSS 22.0 software were employed to verify the coefficients and hypotheses to meet statistical design. The researchers found the MAS factors (Retention/Time), conformity (normal and information) and price sensitivity, were influenced on consumer’s purchase intention from social media platform/website.