|
|
مدیریت فناوری اطلاعات، جلد ۱۷، شماره ۱، صفحات ۹۹-۱۱۸
|
|
|
| عنوان فارسی |
|
|
| چکیده فارسی مقاله |
|
|
| کلیدواژه‌های فارسی مقاله |
|
|
| عنوان انگلیسی |
Scroll, Click, Buy: The Impact of Social Media Attributes on Purchase Intentions among Young Adults |
|
| چکیده انگلیسی مقاله |
Online review sites and social media platforms have become crucial sources of information for consumers, greatly influencing their purchasing behavior and decision-making, especially in the food and beverage industry. However, not many studies have been carried out to understand how social media influences customers’ purchase intentions at fast-food restaurants. This paper examines the growing influence of social media attributes on purchase intentions, with a focus on the Malaysian context. Previous studies highlight the increasing importance of social media platforms as marketing tools and their impact on customers’ purchase intentions. The research explores the relationship between habit and informativeness and their influence on purchase intentions among young adults in fast-food restaurants. A purposive sampling method was utilized to gather data from 142 fast-food customers through a cross-sectional online survey. The research hypotheses were analyzed using the partial least square structural equation modeling. Key findings found that habit and informativeness have a significant positive impact on customers’ intentions to purchase at fast-food restaurants. The study contributes to the existing literature by highlighting the growing influence of social media on consumer behavior in the context of fast-food restaurants. It adds to our understanding of how social media platforms serve as effective marketing tools, particularly among young adults, and how they can influence purchase intentions. By understanding the interplay of habit, informativeness, and purchase intentions, businesses can develop more effective marketing strategies and foster stronger relationships with their customers. |
|
| کلیدواژه‌های انگلیسی مقاله |
habit,Informativeness,Purchase intention,Social media,Young Adult |
|
| نویسندگان مقاله |
Ana Batrisyia Azman |
PhD Candidate, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Puncak Alam, Selangor, Malaysia.
Mohd Aliff Abdul Majid |
Senior Lecturer, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Puncak Alam, Selangor, Malaysia.
Mohamad Syakir Zainozaman |
Lecturer, Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Kelantan, Malaysia.
Muhammad Izzat Zulkifly |
Senior Lecturer, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Puncak Alam, Selangor, Malaysia
Muhammad Afnan Mahusain |
Lecturer, Faculty of Social Sciences and Leisure Management, Taylor’s University, Selangor, Malaysia.
|
|
| نشانی اینترنتی |
https://jitm.ut.ac.ir/article_99926_c5ccb7cd8a3cfcf8db474372eb629f35.pdf |
| فایل مقاله |
فایلی برای مقاله ذخیره نشده است |
| کد مقاله (doi) |
|
| زبان مقاله منتشر شده |
en |
| موضوعات مقاله منتشر شده |
|
| نوع مقاله منتشر شده |
|
|
|
|
برگشت به:
صفحه اول پایگاه |
نسخه مرتبط |
نشریه مرتبط |
فهرست نشریات
|