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A Study on the Impact of Electronic Word of Mouth on SNS Users′ Purchasing Decision in Uzbekistan
- Author(s)
- YUNUSALIEV SARDOR
- Advisor
- Ju Young Kang
- Department
- 일반대학원 경영정보학과
- Publisher
- The Graduate School, Ajou University
- Publication Year
- 2020-02
- Language
- eng
- Alternative Abstract
- This study investigates Impact of Electronic Word of Mouth on SNS Users′ Purchasing Decision. At present this types of purchasing are getting more popular than other means of buying. Due to the fact social platforms are easy to order and do not require much time and effort. However, there are some factors that impact on purchasing decisions on social platforms. The study analyzes the case of Uzbekistan. As a developing country Uzbekistan is making progress in online purchasing. The study uses data results of the survey that have been gained questioning different age group of people. The study uses structural equation modeling (SEM) to assess the impact. The model estimates the impact of Friends’ Previous Purchase Experience, Perceived Trust and Purchase Intention, Promotions and Purchase Intention, SNS Platform Reputation and Purchase Intention on the Online Purchase intention of individuals through and without mediator of Electronic Word of Mouth. Different tastes have been conducted to check the validity and reliability of the model. The research model fitness is good. FRPE is statistically significant (t-value=-2.162) to the OPI only through mediator. However TRUST is statistically significant (t-value=3.310) without meditator. PRO is statistically significant in both scenarios (t-value (with mediator) =10.363, t-value (without mediator) = 13.204). SNSRP is statistically not significant in both scenarios. The result shows that the intention of individuals to buy in Uzbekistan can be affected by personal, organizational and outside factors. Every study finds that there are confidence and word of mouth emails, friends who shop and talk of mouth emails, deals and the intentions of people to shop online. There are some practical consequences for the results of this study. Firstly, the understanding of promotions-related policy outcomes is an important factor for marketing and sales managers in the management and maintenance of their clients. Knowing the positive and negative effects of marketing and sales strategy promotional activities and finding effective solutions to future promotional issues will help them build satisfaction with their consumers and reach their companies' highest goals.
- Fulltext
- Appears in Collections:
- Graduate School of Ajou University > Department of Management Information Systems > 3. Theses(Master)
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