The Effect of Online Consumer Interaction and Shopping Motivation on Purchase Intention
نویسندگان
چکیده
Consumer interaction has become more important than ever. The may happen on various platforms, for instance, brand webpage and social media. This study aims to examine the consumer shopping motivation purchase intention mediated by EWOM, awareness, attitude in beauty products context. After gathered 300 valid respondents, this used Structural Equation Modelling (SEM) analyze data. results showed that is influenced directly E-WOM, opinion seeking, annoyance, attitude. Besides, E-WOM mediating page commitment annoyance intention. Interestingly, viral advertisement, do not influence directly. Research implications directions future studies are discussed.
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ژورنال
عنوان ژورنال: Firm journal of management studies
سال: 2021
ISSN: ['2527-5852', '2541-3473']
DOI: https://doi.org/10.33021/firm.v6i2.1555