ONLINE KNOWLEDGE SHARING BEHAVIOR THROUGH SOCIAL MEDIA AS A DRIVER FOR ONLINE SHOPPING BEHAVIOR DURING THE COVID-19 PANDEMIC

Yessy Artanti (), Widyastuti Widyastuti (), Monika Tiarawati () and Agus Frianto ()
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Yessy Artanti: Department of Management, Universitas Negeri Surabaya, Surabaya, Indonesia
Widyastuti Widyastuti: Department of Management, Universitas Negeri Surabaya, Surabaya, Indonesia
Monika Tiarawati: Department of Management, Universitas Negeri Surabaya, Surabaya, Indonesia
Agus Frianto: Department of Management, Universitas Negeri Surabaya, Surabaya, Indonesia

Business Excellence and Management, 2021, vol. 11, issue 2, 19-35

Abstract: Consumer behavior changes are reflected in purchasing decision making. In general, with this pandemic situation, consumers will be motivated to carefully consider each stage of the decision because of the health risks associated with Covid-19 transmission and social distancing rules. This study aims to empirically test the effect of social media marketing and trust on knowledge sharing and online shopping behavior. In this study, the researchers distributed online questionnaires to the respondents and analyzed it using Path analysis tools. The results of this study conclude that social media marketing and trust positively affect information sharing behavior while information sharing behavior also has a significant positive effect on online shopping behavior.

Keywords: social media marketing; trust; information sharing behavior; online shopping behavior. (search for similar items in EconPapers)
Date: 2021
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