Randrianantenaina Solohery Mampionona Aime (2022) The Marketing Mix, Customers' Attitude, And Purchasing Intention In Social Commerce With Internet Access As A Moderating Variable. Thesis thesis, UNIVERSITAS AIRLANGGA,.

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Abstract

Based on cognitive-affective-conative theory, the aim of this study is to create an integrated model that investigates the effects of six marketing-mix components (cognitive) on purchase intention (conative) in social commerce (SC) via customers’ attitude toward SC (affective). In order to facilitate the collecting data procedure, an online survey was used. Structural equation model with partial least squares was employed to analyze valid data from 200 members of the SC store (Coulisses) who have never made a purchase in SC. The results from PLS analysis show that only two components of SC marketing mix (SCMM) have significant effects on customers' attitude toward social commerce (Att.), which is social influence (SI) and SC need (SCN). Moreover, customers' attitude toward SC significantly influences purchase intention (PI). Another finding from this research was that internet access (IA) cannot moderate the relationship between Att. and PI. Practical implications are made for both new and old online sellers who want to expand their channels. Sellers need to focus on the role of influencers in their trading business. Moreover, sellers should accommodate more product varieties at competitive prices and quality that can compete with products in offline shops.

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