Battling for Consumer's Positive Purchase Intention: A Comparative Study Between Two Psychological Techniques to Achieve Success and Sustainability for Digital Entrepreneurships

Frontiers in Psychology

Elsayed Elsherbini Elashkar¹  Alaa Mohamd Shoukry²  J. A. Khader³  Yaoping Liu⁴  Haider Ali Malik⁵  Dandan Dong⁶ 

[1] Administrative Sciences Department, Community College, King Saud University, Riyadh, Saudi Arabia;Applied Statistics Department, Faculty of Commerce, Mansoura University, Mansoura, Egypt;Arriyadh Community College, King Saud University, Riyadh, Saudi Arabia;Department of Business Administration, KSA Workers University, Nsar, Egypt;College of Business Administration, King Saud University Muzahimiyah, Al-Muzahmiyya, Saudi Arabia;Department of Business Administration, Rajamangala University of Technology Krungthep, Bangkok, Thailand;Department of Business Administration, Mahidol University, Salaya, Thailand;FAST School of Management, National University of Computer and Emerging Sciences, Islamabad, Pakistan;School of Journalism and Communication, Nanjing University, Nanjing, China;

关键词: purchase intentions;    online purchase intention;    perceived risk;    social media;    e-business;    entrepreneurship;    organizational sustainability;   

DOI  :  10.3389/fpsyg.2021.665194

来源: Frontiers

【 摘 要 】

This research focuses on students' online purchase intentions in Pakistan toward different products available for sale on numerous e-business websites. This study's main objective is to determine which methodology is better to enhance customer online purchase intention. It also aims to discover how to improve perceived benefits and lower perceived risks associated with any available online product and entrepreneurship. AMOS 24 has been used to deal with the mediation in study design with bootstrap methodology. The study was conducted on 250 students from different educational institutes in Pakistan using a simple random sampling technique. A finding of this study suggests that both methods positively impact online purchase intention of consumers and sustainable digital economy. But social media advertisement is more effective through enhancing the perceived benefits of products. In contrast, product content factors are more effective at lowering the perceived risks associated with available online products.

【 授权许可】

CC BY