The Influence of social networking sites usage on the buying behavior of online shoppers: a case of Edgars stores limited
- Author
- Moyo, Shantel V.
- Title
- The Influence of social networking sites usage on the buying behavior of online shoppers: a case of Edgars stores limited
- Abstract
- The research assesses the influence of social networking sites usage on buying behavior of online shoppers, a case of Edgars` stores limited. The research was guided by the following objectives to ascertain the influence of social networking sites usage on perceived value, to check the impact of social networking sites usage on purchase intention, to determine the influence of social networking sites usage on customer trust and to find the relationship between social networking sites usage and customer satisfaction. The study used causal research design. The population under study was 5 600 with a sample population of 361 customers being chosen by random sampling method. Data was collected through questionnaires and was analyzed by Simple linear regression through the SPSS-20 software. Research results were presented in the form of tables. Testing of the hypothesis showed that there is a positive relationship between social networking sites usage and buyer behavior, each hypothesis proved positive. Conclusively, it was recommended among others that retailers engage with customers on social sites and affirm their social presence in order capture the customers` trust, perceived value, purchase intention and boost overall satisfaction.
- Date
- Nil
- Publisher
- BUSE
- Keywords
- Buying Behavior
- Online Shoppers
- Social Networking Sites
- Supervisor
- Dr. T. Dube
- Item sets
- Department of Marketing
- Media
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Moyo, Shantel V..pdf