Publication: Battling for Consumer's Positive Purchase Intention: A Comparative Study Between Two Psychological Techniques to Achieve Success and Sustainability for Digital Entrepreneurships
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Issued Date
2021-05-14
Resource Type
ISSN
16641078
Other identifier(s)
2-s2.0-85107203763
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Mahidol University
Rights Holder(s)
SCOPUS
Bibliographic Citation
Frontiers in Psychology. Vol.12, (2021)
Suggested Citation
Dandan Dong, Haider Ali Malik, Yaoping Liu, Elsayed Elsherbini Elashkar, Alaa Mohamd Shoukry, J. A. Khader Battling for Consumer's Positive Purchase Intention: A Comparative Study Between Two Psychological Techniques to Achieve Success and Sustainability for Digital Entrepreneurships. Frontiers in Psychology. Vol.12, (2021). doi:10.3389/fpsyg.2021.665194 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/79052
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Title
Battling for Consumer's Positive Purchase Intention: A Comparative Study Between Two Psychological Techniques to Achieve Success and Sustainability for Digital Entrepreneurships
Abstract
This research focuses on students' online purchase intentions in Pakistan toward different products available for sale on numerous e-business websites. This study's main objective is to determine which methodology is better to enhance customer online purchase intention. It also aims to discover how to improve perceived benefits and lower perceived risks associated with any available online product and entrepreneurship. AMOS 24 has been used to deal with the mediation in study design with bootstrap methodology. The study was conducted on 250 students from different educational institutes in Pakistan using a simple random sampling technique. A finding of this study suggests that both methods positively impact online purchase intention of consumers and sustainable digital economy. But social media advertisement is more effective through enhancing the perceived benefits of products. In contrast, product content factors are more effective at lowering the perceived risks associated with available online products.