Consumers’ Purchase Intention Of Health Supplement Advertised On Social Media
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Date
2015
Authors
Mohd Jaki, Muhammad sharriffuddin
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Abstract
The advent of social media sites that encourages information sharing, user participation and collaboration facilitation has given rise to health awareness and health seeking behavior among the consumers in recent years. With the emergence and popularity of social media sites and the increasing awareness on health, many researchers have looked into consumer behavior and social media in relation to health.
However, there is a lack of study in terms of factors that contribute to consumers’ purchase intention of health supplement products advertised on social media. This study seeks to understand this matter by applying the Theory of Planned Behavior as well as incorporating the socio-demographic characteristics of consumers to better understand their influence on the relationship.
A cross sectional approach that applies convenience sampling method was employed for this study. The data was collected through self-administered questionnaire around Universiti Sains Malaysia, Penang with a total of 440 respondents.
The findings of this study suggest that attitude, subjective norm, perceived behavioral control as well as consumers’ race and education level are among the significant influence on consumers’ purchase intention of health supplement advertised on social media.
Future studies are recommended to incorporate theoretical models of online behavior in order to better understand the influence of other factors in this relationship and expand the knowledge on this subject.
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Keywords
Health Supplement Advertised , On Social Media