The Role of E-WOM Social Commerce And Subjective Norms On Online Impulsive Buying

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Abbasi Bastami, Asal | 2022

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Type of Document: M.Sc. Thesis
Language: Farsi
Document No: 56782 (44)
University: Sharif University of Technology
Department: Computer Engineering
Advisor(s): Khalili Nasr, Arash
Abstract:
One challenge in the world of digital business is the impact of opinion leaders on the type of e-commerce shopping. In this research, emotional shopping is specifically investigated, and to examine the effect of opinion leaders, this research that compares the impact of mental norms and word-of-mouth advertising has addressed the word of mouth of the online trading world on emotional shopping. In this study, I applied the S-O-R model (stimulus-organism-response model) to discuss subjective norms and word-of-mouth advertising in the online trading world as stimuli and, according to this model, organisms of satisfaction and trust, hedonic browsing, and utilitarian browsing are examined, and emotional shopping is analyzed as the answer. In Tehran, we collected the data face-to-face and in a number of different areas using the weighting method (based on the population and income of the different areas) which in total collected 168 data to test the hypotheses. We use partial least squares-structural equation modeling.
Keywords:
Electronic Word to Mouth ; Electronic Shopping ; Opinion Leader ; Impulsive Buying ; Subjective Norm ; Partial Least Squares (PLS)

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