Understanding the Impact of Social Apps and Social Network Sites on Consumer’s Online Purchase Intention

Abstract

This study explores the relationships of social apps (SA) and social network sites (SNSs) on online purchase intention with moderating effect of gender (GD) and education (ED). Data were gathered using the random distribution of the questionnaires among 2,000 ( n = 2000) online shoppers in Pakistan. Structural equation modeling (SEM) was applied using Smart-PLS. The current study revealed the positive associations of SAs (e.g., Twitter, WhatsApp, WeChat, Facebook Messenger, Snapchat and Instagram) and SNSs (e.g., LinkedIn, Facebook, Tumblr, YouTube, Twitter, Weibo and Pinterest). The findings further affirmed the insignificant impact of GD and ED where such factors were treated as the moderators. This study attempts to explore insights on how strategic management, policymakers and practitioners can utilize such thriving digital platforms in order to reach the customers and attaining their utmost attention. Despite, several theoretical and managerial implications are suggested along with future research opportunities for academicians and professionals across the nations.