The Effect of Consumer Motivation (Social and Empowerment) on Online-Purchase Intention Mediated by the Trust Towards Retailers on Social Media

DOI

10.2991/aebmr.k.220501.087How to use a DOI?

Keywords

Social-Media Marketing; Trust; Motivation; Online-Purchase Intentions

Abstract

Nowadays, retail business is experiencing a problem due to the advancement of technology. In order to run the operation, retail business has to follow the current technological development, such as starting using the social media to enhance its business scale. This research aimed to reveal the effect of consumer motivation (social and empowerment) on online-purchase intention mediated by the trust towarretailer on social media. This research took 100 customers of online-retail products by using the convenience-sampling method. Data was collected by distributing the questionnaire through Google Form. As data analysis technique, we used the Structural Equation Modeling (SEM) with the Smart PLS software. This research results show that: 1) Social Motivation positively and significantly affects the Trust toward Retailers; 2) Social Motivation positively and significantly affects Online-Purchase Intention; and 3) Empowerment Motivation positively and significantly affects the Trust toward Retailers; 4) The effect of Empowerment Motivation on Online-Purchase Intention is not significant; 5) The Trust toward Retailers positively and significantly affects the Online-Purchase Intention; 6) Social Motivation positively and significantly affects the Online-Purchase Intention; and 7) The Trust toward Retailers positively and significantly mediates the effect of Empowerment Motivation on Online-Purchase Intention.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Nur Hidayah
AU  - Rodhiah Rodhiah
PY  - 2022
DA  - 2022/05/11
TI  - The Effect of Consumer Motivation (Social and Empowerment) on Online-Purchase Intention Mediated by the Trust Towards Retailers on Social Media
BT  - Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021)
PB  - Atlantis Press
SP  - 575
EP  - 581
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220501.087
DO  - 10.2991/aebmr.k.220501.087
ID  - Hidayah2022
ER  -