新冠肺炎疫情后社交媒体平台对客户购买意愿的影响

Q3 Business, Management and Accounting International Journal of Technology Marketing Pub Date : 2021-07-27 DOI:10.1504/IJTMKT.2021.116902
Maria Venensia Sarita Putri, Farras Ramadhan, Kemri Agustine Dameria Simangunsong, Willy Gunadi
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引用次数: 0

摘要

社交媒体平台是最常用的查找信息的工具,同时又像是通往在线购物平台的桥梁工具,因为它肯定会影响客户的购买意愿。本研究将调查对社交媒体影响客户能力的理解,从而根据社交媒体平台对客户购买意愿的影响结果,深入了解如何实现正确的营销目标。这项研究将使用UTAUT2框架,并将测量它与额外的变量“信息性”。本研究还将使用多元回归作为分析工具。通过使用这些工具和变量,我们将进一步分析额外的变量“信息性”及其与社交媒体平台对客户购买意图的能力和效果的关系。
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The influence of social media platforms on the customer purchase intention post COVID-19 outbreaks
Social media platforms are the most used tools to find out information, while at the same time act like a bridging tool towards an online shopping platform, because it can definitely influence the customer's intention to purchase. This study will investigate an understanding regarding the capability of social media to influence the customers, so it will give an insight of how to do the right marketing target, based on the result of the influence that social media platforms can give towards the customer purchase intention. This study will use the UTAUT2 framework and will be measuring it all along with the additional variable 'informativeness'. This study will also use the multiple regression as an analysing tool. By using the tools and variables we will further analyse the additional variable 'informativeness' and its relation with the capability and effect that the social media platform can give towards a customer purchase intentions.
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来源期刊
International Journal of Technology Marketing
International Journal of Technology Marketing Business, Management and Accounting-Marketing
CiteScore
1.70
自引率
0.00%
发文量
27
期刊介绍: IJTMkt proposes and fosters discussion on the advancement of marketing practice and theory, with emphasis on technology and technology intensive products. This perspective acknowledges the complexity and importance of linking technology and marketing issues, as well as the necessity of innovatively marketing technology and technology intensive products.
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