Factors Influencing Office-Workers' Purchase Intention though Social Media: An Empirical Study

Chih-Chin Liang and Hanh Thi Dang
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Chih-Chin Liang: Department of Business Administration, National Formosa University, Huwei Township, Taiwan
Hanh Thi Dang: Department of Business Administration, National Formosa University, Huwei Township, Taiwan

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2015, vol. 6, issue 1, 1-16

Abstract: Social media (SM) are currently gaining rapid and widespread popularity. SM have been recognized as effective marketing tools that can influence customer behavior; however, the literature neglects this topic. This investigation proposed an integrated and modified framework derived from the technology acceptance model to systematically analyze and investigate the critical influences on the intention of office-workers to make a purchase via SM when SM are used for marketing communications. This study surveyed 400 office-workers from businesses in Taiwan. The findings demonstrate that factors such as perceived ease of use, SM experience, social influence, gender difference, and product/service information are important influences on SM shopping predisposition. Additionally, three clusters of shoppers are identified based on their purchase intention. Each cluster has different demographic and behavioral characteristics and exhibits significant concerns regarding the above factors. Specific marketing strategies are provided for each of the three clusters to help companies better target their customers.

Date: 2015
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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