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Vol.13, No.3, August 2024. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
The Impact of Interactivity on Customer Purchase Intention in Social Media Marketing: The Mediating Role of Social Presence
Yuanyuan Jiang, Siwarit Pongsakornrungsilp, Pimlapas Pongsakornrungsilp, Long Li
© 2024 Siwarit Pongsakornrungsilp, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 13, Issue 3, Pages 2133-2145, ISSN 2217-8309, DOI: 10.18421/TEM133-41, August 2024.
Received: 19 March 2024. Revised: 09 July 2024.
Abstract:
This research utilizes the S-O-R (stimulus-organism-response) framework to investigate how essential quality factors impact consumer behavior in social media marketing. Specifically, it assesses the impact of information quality, which includes believability, usefulness, and vividness, on social presence and customer purchase intention. Additionally, it evaluates interaction quality, characterized by responsiveness, real-time interaction, and empathy, and its influence on these variables. Data were obtained from 652 Chinese consumers engaged in live broadcasts through an online survey. Employing PLS-SEM with SPSS and SmartPLS software, the analysis revealed significant impacts from both information and interaction quality on the results of the study. These factors were found to enhance customers' perception of social presence, significantly affecting their intent to purchase on social media live platforms. The findings offer crucial theoretical and practical insights for merchants to refine marketing strategies, underlining the importance of high-quality information and interaction in boosting consumer engagement and driving purchase decisions.
Keywords – Social media marketing, interactivity, social presence, and purchase intention. |
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