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Title: Online purchase intention of tablets (PC) : role of social media and learning style
Authors: Jha, Bidyanand
Balaji, K. V. A.
Keywords: Brand choice
Consumer behavior
Tablet computers -- Purchasing
Social media -- Influence
Issue Date: 2015
Publisher: Governance Research and Development Centre, Croatia & University of Malta, Faculty of Economics, Management and Accountancy, Department of Insurance
Citation: Jha, B., & Balaji, K. V. A. (2015). Online purchase intention of tablets (PC) : role of social media and learning style. Journal of Corporate Governance, Insurance and Risk Management, 2(1), 43-65.
Abstract: The present study attempts to investigate the relations between the communications on the social network platforms and its effect on the purchase intentions of the consumers and more specifically the young adolescents. Further, this study also attempts to investigate how these relationships vary across young people possessing different learning styles. This study analysed the data in three part. The initial was an exploratory study which consisted of maintaining and excluding those items which enabled the analysis of other dimensions or factors with a suitable degree of reliability or uni-dimensionality. The second part was an exploratory and confirmatory factor analysis and the third being the structural equation modelling, which discarded those items which did not enable suitable dimensionality for the entire construct in the model. Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) was used to test the present model using AMOS 21 software and basic calculations in statistics such as mean, standard deviation, factor analysis, correlation will be performed using SPSS 21. The study shows that the social media communication influence brand attitude and image leading to purchase intention.
ISSN: 2757-0983
Appears in Collections:JCGIRM, Volume 2, Issue 1, 2015
JCGIRM, Volume 2, Issue 3, 2015

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