S-O-R: THE MEDIATING EFFECT OF PURCHASE INTENTION ON SOCIAL MEDIA PLATFORMS

Abstract

The purpose of this article is to understand the effectiveness of purchase intent and its indirect impact on Facebook Marketplace, Instagram Marketplace, online WOM and shopping behavior. Consumer purchase behavior is an integral part of online manufacturers and Retailers. The main objective of the article is to determine the mediating effect of purchase intent on the relationship between Facebook Marketplace and purchase behavior in the online shopping atmosphere. Researcher used a sample of 207 Bangalore students and author used boot strapping in AMOS to determine the mediating effect. The results show that purchase intent fully mediates the relationship between Facebook and Instagram Marketplace, and shopping behavior, while purchase intent partially mediates the relationship between online WOM and shopping behavior.

Keywords: Facebook, Instagram, marketplace, Online-WOM, purchase behavior, Purchase Intention.