Preliminary communication
https://doi.org/10.17818/DIEM/2023/1.9
THE INFLUENCE OF PURCHASE ATTITUDES AND REVIEWS ON USERS’ PURCHASE INTENTIONS IN SOCIAL MEDIA SETTINGS
Matea Matić Šošić
; University of Dubrovnik, Department of Economics and Business, Croatia
Katija Vojvodić
orcid.org/0000-0001-7870-1438
; University of Dubrovnik, Department of Economics and Business, Croatia
Abstract
The rapid growth of social media provides businesses with a new venue for users to make a purchase, as well as the opportunity to post their reviews and comments on products, which can greatly influence the purchase decision process of potential users. The social media platform generates both positive and negative reviews and comments that can influence users' purchase behaviour. In order to gain a deeper understanding of consumer purchase behaviour on social media, the study examines how positive and negative reviews and comments can affect purchase attitudes and pre-purchase behaviour. It also examines how social media users' purchase attitudes contribute to their specific purchase behaviours such as pre-purchase and post-purchase behaviours. The research instrument was a questionnaire, and data were collected through social media platforms using Google forms. Descriptive statistics and Spearman correlation coefficients were used to achieve the objective of this study. The research sample consisted of 162 social media users. The results suggest that there is a positive relationship between purchase attitude and pre-purchase and post-purchase behaviour. The results also suggest that there is a positive relationship between positive and negative reviews and comments, purchase attitude, and pre-purchase behaviour.
Keywords
purchase intentions; purchase behaviour; reviews and comments; social media
Hrčak ID:
307458
URI
Publication date:
8.5.2023.
Visits: 366 *