Marketing Mix, Customers' Attitude, and Purchasing Intention in Social Commerce with Internet Access as a Moderating Variable

Marketing Mix, Customers' Attitude, and Purchasing Intention in Social Commerce with Internet Access as a Moderating Variable

Objective:  Based on cognitive-affective-conative theory, this study aims to create an integrated model that investigates the effects of six marketing-mix components (cognitive) on purchase intention (cognitive) in social commerce (SC) via customer's attitude toward SC (affective). Design/Met...

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Bibliographic Details
Main Authors: Randrianantenaina Solohery Mampionona Aime, Gancar Candra Premananto, Sedera Rakotoarisoa
Format: Article
Language:English
Published: Universitas Airlangga 2022-04-01
Series:Jurnal Manajemen Teori dan Terapan
Subjects:
social commerce
marketing mix
customers’ attitude
purchase intention
Online Access:https://e-journal.unair.ac.id/JMTT/article/view/33220

Internet

https://e-journal.unair.ac.id/JMTT/article/view/33220

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