Determinants of Online Purchase Intention, Towards Firm Generated Content in Facebook

Abstract

Customers technology savviness and proneness to social media, have a positive influence towards the online purchase intention of branded products. These factors have a great contribution to generate positive inclination towards products. The Author developed and tested a conceptual model for the purchase intention towards content, generated by firms in the social media. In this study, not only the direct relationship between online purchase intention and customer technology savviness is measured, but also the mediating relationship between technology savviness and proneness to social media, and its impact on online purchase intention, was measured. In addition to the mediating effect of customers proneness to social media, the impact of demographic variables such as age and education level effecting on online purchase intention, was also measured. It has been found that customer technology savviness has a positive influence over online purchase intention of company products, influenced by firm generated content in social media. The study results revealed that customer technology savviness, leads to customer proneness towards social media. It was proven that proneness to social media has a direct and positive influence over online purchase intention of products. It was found that there is also a partial mediating effect of customer proneness to social media, in between, customer technology savviness and online purchase intention of products. It was hypothesized and was proven that that age and education do not have a positive influence, over online purchase intention of products.

Keywords: Firm Generated Content, Tech Savviness, Proneness to Social Media, Online Purchase Intention

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