The Interaction Effect of Comprehensiveness Between Social Media and Online Purchasing Intention in Jordanian Pharmacies

Abstract

<p>This empirical paper examined the moderating role of comprehensiveness between social media and online shopping intention among customers of Jordanian pharmacies. Technology acceptance model (TAM) and the theory of planned behaviour (TPB) were the applied theories in this study. Data were collected from potential customers using a survey questionnaire. A total of 198 usable questionnaires were obtained and the data were analyzed. Partial least squares structural equation modeling (PLS-SEM) was used in the outcome examination. The results show a positive impact of social media on online shopping intention. Further, comprehensiveness moderated the relationship strengths between social media and online shopping intention. This paper finds that focusing on social media strategies such as adopting intimacy, decreasing the perceived risk, and increasing trust could motivate online shopping among customers. Pharmacies in Jordan may consider these findings and achieve them by providing more comprehensive information in their advertisement and announcement.</p>