The Impact of Social Media Websites on Customers’ Purchase Intention in New Zealand

Authors : Samar Alrayyes, Nazım Taşkin

Pages : 299-328

Doi:10.35408/comuybd.888699

View : 19 | Download : 12

Publication Date : 2022-03-28

Article Type : Research

Abstract :Social media platforms are becoming a daily aspect of our lives. Organisations and businesses of all sizes have realised the impact and the influence these platforms have on consumers and trying to harvest the most out of it. This research seeks to answer the question: What is the impact of social media websites on customer’s purchase intention in New Zealand? In response, an online questionnaire was distributed to a population of New Zealand social media platforms’ users. The data was analysed using Partial Least Squares equation through WarpPLS to understand the relationship between different social media activities and both perceived product value and product involvement that lead to purchase intention. The findings show that New Zealand social media platforms’ consumers’ purchase intention is primarily influenced by electronic word of mouth, and websites browsing. Surprisingly, peer communication does not have a statistically significant positive relationship with purchase intention. Implications of the study are discussed at the end.
Keywords : Social Media, Electronic Word of Mouth, Hierarchy of Effects, Purchase Decision, Structural Equation Modelling, Word of Mouth