Motivations and Social Media Influencing Online Purchase Intention in India
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Abstract
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The purpose of the study is to examine the influence of hedonic and utilitarian motivation on Indian consumer's online
purchase intention. Second, this study tried to explore if social media mediates the influence of hedonic and utilitarian
motivation on online purchase intention. A sample of 282 valid online buyers were collected who intentionally involved
in online shopping for the last one year. Structural equation modelling is used to analyse data and to examine the
research hypotheses. Results of the study revealed that utilitarian and hedonic motivation positively influenced online
purchase intention (β= +0.26, p=.03 & β= +0.03, p=.643). This study also indicated that hedonic and utilitarian
motivation has significant positive relationship with social media (β= +0.28, p=***), (β= +0.45, p=***). The current
research model will give fresh insights of understanding of consumer's motivation and role of social media in online
purchase intention. Research implications, limitations, and scope of research are discussed.
Keywords
QA75 Electronic computers. Computer science