Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2022.2106264
User engagement in social network platforms: what key strategic factors determine online consumer purchase behaviour?
Pejman Ebrahimi
Datis Khajeheian
Maryam Soleimani
Abbas Gholampour
Maria Fekete-Farkas
Sažetak
Social network platforms as ubiquitous media in our today lives
are the venue of many everyday activities including purchasing
products and services. This study set out to explore key strategic
factors of online consumer purchase behavior in social network
platforms. ISM methodology is used for comparing the variables
that are extracted from the Delphi technique and confirmed by
the experts. To collect the data, a questionnaire was developed
and distributed among a limited sample of experts in microeconomics,
social networks marketing and consumer purchase behavior
to compare twelve factors. The findings revealed that
‘Consumer engagement’, ‘Consumer’s value perception’ and
‘Perceived risk’ are placed at the level I. Thus, they would be positioned
at the top of the ISM model. Meanwhile, findings show
that ‘Trust’, ‘Social influence’, ‘Social support’ and ‘Value co-creation’
are the most important strategic variables of research.
Thereafter, all linkage variables are strategic variables. This, in
terms of MICMAC analysis, means such variables are significant
and are worth the investment in the future based on the crossimpact
analysis. The results of this study can be used for platform
businesses to deepen the user engagement level and to lead the
customers to purchase decision. Also future researchers can use
the findings of this research to propose new models of user
engagement in social network platforms or to investigate the
relationship among the identified factors.
Ključne riječi
Consumer purchase behavior; social network platforms; value co-creation; consumer engagement; user engagement; audience engagement; consumer’s value perception; microeconomics; ISM-MICMAC approach
Hrčak ID:
306445
URI
Datum izdavanja:
31.3.2023.
Posjeta: 423 *