Pregledni rad
RESEARCH OF THE INFLUENCE OF SOCIAL NETWORKS ON PURCHASE INTENTION AND WORD OF MOUTH
Ines Grudiček
; Fakultet organizacija i informatike, Sveučilište u Zagrebu, Pavlinska 2, 42000 Varaždin, Hrvatska
Damir Dobrinić
orcid.org/0000-0002-8489-2688
; Fakultet organizacija i informatike, Sveučilište u Zagrebu, Pavlinska 2, 42000 Varaždin, Hrvatska
Sažetak
This paper aims to investigate the influence of utilitarian and hedonic motivation of an individual on the intention to browse (search) for products on social networks and the influence of browsing on the intention to purchase and word of mouth. Based on previous research, a conceptual research framework was created and hypotheses were set, which were verified using the structural equation modelling method using the SPSS AMOS 26 program. The research was conducted through a questionnaire that was correctly filled out by 251 respondents in the Republic of Croatia. According to the obtained results the observed factors (benefits of social networks, availability of information, product selection and customized ads) did not show a significant positive influence on the utilitarian motivation for browsing products on social networks, while the factors (discovering trends, socializing, adventure, and authority and status) showed a significant positive impact on the hedonic motivation to view the product. A significant positive impact of viewing products on social networks on purchase intention and word of mouth was also determined.
Ključne riječi
utilitarian motivation; hedonic motivation; online shopping; social networks; word of mouth
Hrčak ID:
295892
URI
Datum izdavanja:
17.3.2023.
Posjeta: 476 *