You have no items in your shopping cart.
ABSTRACT
In this study, University of Benin students' purchasing intentions were examined in relation to social media characteristics. The study set out to look into the following areas of inquiry: how perceived risk affects consumer buying intention; how trust affects consumer buying intention; and how perceived value affects consumer buying intention.
The study employed the survey approach by distributing duplicates of a structured questionnaire to three hundred (300) students at the University of Benin's Ugbowo campus in Benin City's faculty of management sciences. Using descriptive analysis (frequency and percentages) on the respondent demographics was the initial step before performing regression and correlation to ascertain the links between the variables. The following conclusions were summarized using tables and figures: there is a significant relationship between perceived risk and social media consumer buying intention; there is a significant relationship between trust and social media consumer buying intention; there is a significant relationship between perceived value and social media consumer buying intention; and finally, there is no significant difference between demographic characteristic (age, gender, and education level) and social media consumer buying intention.
Based on the study's findings, we advised online retailers to take steps to eliminate customers' perceptions of risk when shopping with them, ensure that they uphold a high level of customer trust by providing consistent, dependable, and quality services, and uphold a high level of positive customers perception in their brand in relation to the benefits customers receive when using their online stores.
