Digital platform interactivity and Jordanian social commerce purchase intention
Social commerce is a first-generation platform that uses a variety of social attributes to attract the attention of internet users. The impact of platform interactivity components; Content Usefulness, Engaging, Real-time communication, and E-wom on customers' purchase intentions was investigate...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2022-01-01
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| Series: | International Journal of Data and Network Science |
| Online Access: | http://www.growingscience.com/ijds/Vol6/ijdns_2022_9.pdf |
| _version_ | 1818283367184990208 |
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| author | Malek Alsoud Luay Al-Muani Zeyad Alkhazali |
| author_facet | Malek Alsoud Luay Al-Muani Zeyad Alkhazali |
| author_sort | Malek Alsoud |
| collection | DOAJ |
| description | Social commerce is a first-generation platform that uses a variety of social attributes to attract the attention of internet users. The impact of platform interactivity components; Content Usefulness, Engaging, Real-time communication, and E-wom on customers' purchase intentions was investigated in this study. A Quantitative research method was applied in this study using an online self-administrative questionnaire that was published using Google Docs to collect data, and 521 consumers participated in an online survey. The research used SPSS and AMOS to validate and test the hypotheses. All platform interactivity components were significantly affecting purchase intention. This study provides insights to marketing managers of how consumers perceive social commerce and what affecting them along with practical and theoretical implications. |
| first_indexed | 2024-12-13T00:35:47Z |
| format | Article |
| id | doaj.art-94687014afa1466ea860e930e85a59bd |
| institution | Directory Open Access Journal |
| issn | 2561-8148 2561-8156 |
| language | English |
| last_indexed | 2024-12-13T00:35:47Z |
| publishDate | 2022-01-01 |
| publisher | Growing Science |
| record_format | Article |
| series | International Journal of Data and Network Science |
| spelling | doaj.art-94687014afa1466ea860e930e85a59bd2022-12-22T00:05:13ZengGrowing ScienceInternational Journal of Data and Network Science2561-81482561-81562022-01-016228529410.5267/j.ijdns.2022.1.009Digital platform interactivity and Jordanian social commerce purchase intentionMalek Alsoud Luay Al-MuaniZeyad Alkhazali Social commerce is a first-generation platform that uses a variety of social attributes to attract the attention of internet users. The impact of platform interactivity components; Content Usefulness, Engaging, Real-time communication, and E-wom on customers' purchase intentions was investigated in this study. A Quantitative research method was applied in this study using an online self-administrative questionnaire that was published using Google Docs to collect data, and 521 consumers participated in an online survey. The research used SPSS and AMOS to validate and test the hypotheses. All platform interactivity components were significantly affecting purchase intention. This study provides insights to marketing managers of how consumers perceive social commerce and what affecting them along with practical and theoretical implications.http://www.growingscience.com/ijds/Vol6/ijdns_2022_9.pdf |
| spellingShingle | Malek Alsoud Luay Al-Muani Zeyad Alkhazali Digital platform interactivity and Jordanian social commerce purchase intention International Journal of Data and Network Science |
| title | Digital platform interactivity and Jordanian social commerce purchase intention |
| title_full | Digital platform interactivity and Jordanian social commerce purchase intention |
| title_fullStr | Digital platform interactivity and Jordanian social commerce purchase intention |
| title_full_unstemmed | Digital platform interactivity and Jordanian social commerce purchase intention |
| title_short | Digital platform interactivity and Jordanian social commerce purchase intention |
| title_sort | digital platform interactivity and jordanian social commerce purchase intention |
| url | http://www.growingscience.com/ijds/Vol6/ijdns_2022_9.pdf |
| work_keys_str_mv | AT malekalsoud digitalplatforminteractivityandjordaniansocialcommercepurchaseintention AT luayalmuani digitalplatforminteractivityandjordaniansocialcommercepurchaseintention AT zeyadalkhazali digitalplatforminteractivityandjordaniansocialcommercepurchaseintention |