Shopping and Word-of-Mouth Intentions on Social Media

Social Media has been gaining popularity worldwide over the last years at an increasingly growing rate. Motivated by this fact, firms are piloting different approaches of promoting their products and services to consumers in order to capitalize on the prominence of such websites. However, there is m...

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Autores principales:	Mikalef,Patrick, Giannakos,Michail, Pateli,Adamantia
Lenguaje:	English
Publicado:	Universidad de Talca 2013
Materias:	Social media Internet shopping Purchase motivation Utilitarian and hedonic motivation Theory of planned behavior Electronic word of mouth
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762013000100003
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spelling	oai:scielo:S0718-187620130001000032018-10-12Shopping and Word-of-Mouth Intentions on Social MediaMikalef,PatrickGiannakos,MichailPateli,Adamantia Social media Internet shopping Purchase motivation Utilitarian and hedonic motivation Theory of planned behavior Electronic word of mouth Social Media has been gaining popularity worldwide over the last years at an increasingly growing rate. Motivated by this fact, firms are piloting different approaches of promoting their products and services to consumers in order to capitalize on the prominence of such websites. However, there is much debate in the academic and business community about the potential of social media as a platform for marketing and commerce, and the viable strategies that could constitute them as a possible solution for future ventures. Research to date has been growing, with only a limited number of studies exploring the business potential of social media. The aim of this research is to elucidate how specific aspects of social media websites foster user intention to browse products, and the effect that this has in shaping purchasing and information sharing intentions. Utilitarian and Hedonic motivation theory provides the theoretical background on which we segregate the factors that contribute to product browsing on social media websites. Partial Least Squares (PLS) analysis is performed on data obtained from 165 social media users to test our research model. Outcomes indicate that specific aspects trigger Utilitarian (Convenience and Product Selection) and Hedonic (Idea and Adventure) motivations which in sequence impact user intention to browse products on such mediums. Finally, browsing intention is linked in a significantly positive manner with purchasing and word-of-mouth intention.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.8 n.1 20132013-04-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762013000100003en10.4067/S0718-18762013000100003
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Social media Internet shopping Purchase motivation Utilitarian and hedonic motivation Theory of planned behavior Electronic word of mouth
spellingShingle	Social media Internet shopping Purchase motivation Utilitarian and hedonic motivation Theory of planned behavior Electronic word of mouth Mikalef,Patrick Giannakos,Michail Pateli,Adamantia Shopping and Word-of-Mouth Intentions on Social Media
description	Social Media has been gaining popularity worldwide over the last years at an increasingly growing rate. Motivated by this fact, firms are piloting different approaches of promoting their products and services to consumers in order to capitalize on the prominence of such websites. However, there is much debate in the academic and business community about the potential of social media as a platform for marketing and commerce, and the viable strategies that could constitute them as a possible solution for future ventures. Research to date has been growing, with only a limited number of studies exploring the business potential of social media. The aim of this research is to elucidate how specific aspects of social media websites foster user intention to browse products, and the effect that this has in shaping purchasing and information sharing intentions. Utilitarian and Hedonic motivation theory provides the theoretical background on which we segregate the factors that contribute to product browsing on social media websites. Partial Least Squares (PLS) analysis is performed on data obtained from 165 social media users to test our research model. Outcomes indicate that specific aspects trigger Utilitarian (Convenience and Product Selection) and Hedonic (Idea and Adventure) motivations which in sequence impact user intention to browse products on such mediums. Finally, browsing intention is linked in a significantly positive manner with purchasing and word-of-mouth intention.
author	Mikalef,Patrick Giannakos,Michail Pateli,Adamantia
author_facet	Mikalef,Patrick Giannakos,Michail Pateli,Adamantia
author_sort	Mikalef,Patrick
title	Shopping and Word-of-Mouth Intentions on Social Media
title_short	Shopping and Word-of-Mouth Intentions on Social Media
title_full	Shopping and Word-of-Mouth Intentions on Social Media
title_fullStr	Shopping and Word-of-Mouth Intentions on Social Media
title_full_unstemmed	Shopping and Word-of-Mouth Intentions on Social Media
title_sort	shopping and word-of-mouth intentions on social media
publisher	Universidad de Talca
publishDate	2013
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762013000100003
work_keys_str_mv	AT mikalefpatrick shoppingandwordofmouthintentionsonsocialmedia AT giannakosmichail shoppingandwordofmouthintentionsonsocialmedia AT pateliadamantia shoppingandwordofmouthintentionsonsocialmedia
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Shopping and Word-of-Mouth Intentions on Social Media

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