How will Social Media Usage impact on Online shopping purchase intention

This document is a research thesis examining how social media usage influences online shopping purchase intention. It reviews multiple empirical studies and develops a comprehensive framework illustrating how variables such as social influence, e-WOM readership, personalization, trust, brand image, and social media viewership interact to shape consumer buying behavior in digital environments. The thesis uses a quantitative research design with structured Likert-scale questionnaires distributed to online shoppers, analyzed using PLS-SEM to test validity, reliability, and causal relationships within the proposed model. The results show strong convergent and discriminant validity, reliable measurement constructs, moderate explanatory power (R²), and good predictive relevance (Q²). Findings indicate that trust, personalization, social influence, and social media engagement significantly strengthen purchase intention. The document also discusses respondents’ descriptive statistics, limitations of the reviewed studies, and recommendations for future research, particularly the need to explore emerging platforms, evolving digital marketing strategies, and long-term behavioral patterns.

本文为一篇研究论文，探讨社交媒体使用对线上购物购买意愿的影响机制。本文梳理了多项实证研究，并构建了一套综合框架，用以阐释社会影响（social influence）、电子口碑（e-WOM，electronic Word-of-Mouth）阅读量、个性化服务、信任、品牌形象以及社交媒体观看量等变量如何相互作用，共同塑造数字环境下的消费者购买行为。本研究采用定量研究设计，向线上购物者发放结构化李克特量表（Likert-scale）问卷，并通过偏最小二乘结构方程模型（PLS-SEM，Partial Least Squares Structural Equation Modeling）对所提出模型的效度、信度及因果关系进行检验。研究结果显示，模型具备良好的收敛效度与区分效度，测量结构信度可靠，解释力（R²）处于中等水平，且预测相关性（Q²）表现优异。研究发现，信任、个性化服务、社会影响以及社交媒体参与度可显著提升购买意愿。本文还阐述了受访者的描述性统计特征、所梳理研究的局限性，并针对未来研究提出建议，尤其指出需探索新兴平台、演进中的数字营销策略以及长期行为模式。