E-Marketplaces are single-window applications where buying and selling goods can be executed online across the globe. These online shopping places provide an additional channel for organizations to market their products, facilitating and enabling customers to purchase various products. They offer products and services to consumers at low marketing costs and also allow all kinds of organizations to harness new opportunities around the globe. These days’, social media has become an integral part of people’s lives as through social media people have access to all kinds of information all the time. Social media consumers get information about different e-marketplaces as well as the products and services available online. This paper aims to determine social media’s impact on consumer buying decisions from e-Marketplace. For this study, the primary data has been collected from 646 respondents, of the National Capital Region (Delhi, Gurugram and Noida) of India, who buy goods from e-marketplaces. The hypothesis was developed to study the impact of social networking sites on e-marketplaces. The hypothesis has been duly tested using the structured equation modeling (SEM) approach. AMOS software was used to analyze the data. The results showed a significant impact of social networking sites or social media on consumer buying decisions from e-marketplaces.

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Impact of Social Media on Consumer Buying Decisions from E-marketplaces

  • Sapna Dadwal,
  • Dinesh Chandra Agarwal,
  • Prabha Arya,
  • Ritu Yadav

摘要

E-Marketplaces are single-window applications where buying and selling goods can be executed online across the globe. These online shopping places provide an additional channel for organizations to market their products, facilitating and enabling customers to purchase various products. They offer products and services to consumers at low marketing costs and also allow all kinds of organizations to harness new opportunities around the globe. These days’, social media has become an integral part of people’s lives as through social media people have access to all kinds of information all the time. Social media consumers get information about different e-marketplaces as well as the products and services available online. This paper aims to determine social media’s impact on consumer buying decisions from e-Marketplace. For this study, the primary data has been collected from 646 respondents, of the National Capital Region (Delhi, Gurugram and Noida) of India, who buy goods from e-marketplaces. The hypothesis was developed to study the impact of social networking sites on e-marketplaces. The hypothesis has been duly tested using the structured equation modeling (SEM) approach. AMOS software was used to analyze the data. The results showed a significant impact of social networking sites or social media on consumer buying decisions from e-marketplaces.