Students perception on purchase intention by information seeking in SNSs: Moderating effect of tie-strength

Abstract

Online social shopping serves consumers to stay connected with their friends, gains opinions about the product, helps to find the right choice of products and enables them to share their shopping experiences with others. This enriches the e-retailing to better reach out and connects with the consumers. Applying Engel-Kollat and Blackwell model of consumer behaviour, this research examined whether tie-strength altered the link between information seeking in SNSs and purchase intention. The Indian social networking sites users (n=180) were attained from panel of consumers. Consumers who seek information in SNS were intent to purchase through SNSs. Also when the level of tie-strength is high, consumers incline to purchase in SNSs by seeking information.