Social Networking and the Motivations Underlying Online Purchase: Insights from the “New Normal” of the COVID-19 Pandemic Context
Main Article Content
Abstract
The COVID-19 pandemic has boosted consumers to make online purchases. However, which motivations and communication channels transform online purchases in the COVID-19 context have been inadequately studied. The paper aims to unveil the importance of social networking for inducing favorable perceptions and online purchases among young consumers in the “new normal” of the pandemic. The conceptual framework is formulated due to the Uses and Gratifications Theory (UGT) and the Health Belief Model (HBM). Empirical data is collected using a web-based survey of 379 respondents who are inclined to embrace online purchases. The findings illustrate that social networking significantly influences social value, perceived utility, information quality, perceived threat, and self-efficacy. Additionally, purchase intention is motivated by antecedents such as perceived utility, information quality, social value, and perceived threat. Lastly, theoretical and managerial implications are drawn.
Keywords:
Social networking, online purchases, “new normal”, COVID-19, information quality, perceived utility.
References
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Zhou, T. (2017). Understanding Location-Based Services Users’ Privacy Concern. Internet Research, 27(3), 506-519. https://doi.org/10.1108/IntR-04-2016-0088
Cu, L. X. (2021). Information Value in Social Media: An Integrated Approach to Preventive Behaviors under COVID-19. VNU Journal of Science: Economics and Business, 37(4), 1-9. https://doi.org/ 10.25073/2588-1108/vnueab.4636
Eighmey, J., McCord, L. (1998). Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web. Journal of Business Research, 41(3), 187-194. https://doi.org/10.1016/S0148-2963(97)00061-1
Fornell, C., Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
Gan, C., Wang, W. (2017). The Influence of Perceived Value on Purchase Intention in Social Commerce Context. Internet Research, 27(4), 772-785. https://doi.org/10.1108/IntR-06-2016-0164
Hair, J. F. et al. (2019). When to Use and How to Report the Results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Han, G., Zhang, J., Chu, K., Shen, G. (2014). Self–other Differences in H1N1 Flu Risk Perception in a Global Context: A Comparative Study Between the United States and China. Health Communication, 29(2), 109-123. https://doi.org/10.1080/10410236.2012.723267
Le, X. C. (2021a). Charting Sustained Usage Toward Mobile Social Media Application: The Criticality of Expected Benefits and Emotional Motivations. Asia Pacific Journal of Marketing and Logistics, 34(3), 576-593. https://doi.org/10.1108/APJML-11-2020-0779
Le, X. C. (2021b). The Diffusion of Mobile QR-code Payment: An Empirical Evaluation for a Pandemic. Asia-Pacific Journal of Business Administration, (ahead-of-print). https://doi.org/10.1108/APJBA-07-2021-0329
Le, X. C. (2021c). What Triggers Mobile Application-Based Purchase Behavior during COVID-19 Pandemic: Evidence from Vietnam. International Journal of Emerging Markets, (ahead-of-print). https://doi.org/10.1108/IJOEM-12-2020-1594
Le, X. C., Wang, H. (2020). Integrative Perceived Values Influencing Consumers' Attitude and Behavioral Responses toward Mobile Location-Based Advertising: An Empirical Study in Vietnam. Asia Pacific Journal of Marketing and Logistics, 33(1), 275-295. https://doi.org/10.1108/APJML-08-2019-0475
Lin, K.-Y., Lu, H.-P. (2015). Predicting Mobile Social Network Acceptance Based on Mobile Value and Social Influence. Internet Research, 25(1), 107-130. https://doi.org/10.1108/IntR-01-2014-0018
Liu, D., Li, M. (2019). Exploring New Factors Affecting Purchase Intention of Mobile Commerce: Trust and Social Benefit as Mediators. International Journal Mobile Communications, 17(1), 108-125. https://doi.org/10.1504/IJMC.2019.096519
Moyer-Gusé, E. et al. (2018). The Role of Humor in Messaging about The MMR Vaccine. Journal of Health Communication, 23(6), 514-522. https://doi.org/10.1080/10810730.2018.1473533
Nguyen, H. K., Ho, T. M. (2020). Vietnam’s COVID-19 Strategy: Mobilizing Public Compliance via Accurate and Credible Communications. ISEAS Perspective, 69, 1-15.
Nguyen, T. H., Le, X. C. (2021). How Social Media Fosters the Elders' COVID-19 Preventive Behaviors: Perspectives of Information Value and Perceived Threat. Library Hi Tech, 39(3), 776-795. https://doi.org/10.1108/LHT-09-2020-0241
Shareef, M. A. et al. (2018). Consumer Adoption of Mobile Banking Services: An Empirical Examination of Factors According to Adoption Stages. Journal of Retailing and Consumer Services, 43, 54-67. https://doi.org/10.1016/j.jretconser.2018.03.003
Sreelakshmi, C. C., Sangeetha, K. P. (2020). Continuance Adoption of Mobile-Based Payments in Covid-19 Context: An Integrated Framework of Health Belief Model and Expectation Confirmation Model. International Journal of Pervasive Computing and Communications, 16(4), 351-369. https://doi.org/10.1108/IJPCC-06-2020-0069
Statista (2020). Leading Active Social Media Platforms among Internet Users in Vietnam as of 3rd Quarter of 2019.
Sweeney, J. C., Soutar, G. N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
Szymkowiak, A. et al. (2020). The Impact of Emotions on Shopping Behavior during Epidemic. What a Business Can Do to Protect Customers. Journal of Consumer Behaviour, 20, 48-60. https://doi.org/10.1002/cb.1853
Tran, H. T. T., Corner, J. (2016). The Impact of Communication Channels on Mobile Banking Adoption. International Journal of Bank Marketing, 34(1), 78-109. https://doi.org/10.1108/IJBM-06-2014-0073
Vietnam News Agency (2021). Social Networks Join Hands to Fight COVID-19.
Wu, W. et al. (2018). Social Value and Online Social Shopping Intention: The Moderating Role of Experience. Information Technology & People, 31(3), 688-711. https://doi.org/10.1108/ITP-10-2016-0236
Wu, Y. L., Li, Y. E. (2018). Marketing Mix, Customer Value, and Customer Loyalty in Social Commerce: A Stimulus-Organism-Response Perspective. Internet Research, 28(1), 74-104. https://doi.org/10.1108/IntR-08-2016-0250
Zhou, T. (2017). Understanding Location-Based Services Users’ Privacy Concern. Internet Research, 27(3), 506-519. https://doi.org/10.1108/IntR-04-2016-0088