Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Entrepreneurship, Business, and Creative Economy
Sook Fern Yeo
Faculty of Business, Multimedia University Melaka
Humanities Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Impact of Social Media On Consumer Purchase Behaviour During COVID-19 Pandemic Kah Boon Lim; Sook Fern Yeo; Cheng Ling Tan; Wong Wei Wen
International Journal of Entrepreneurship, Business and Creative Economy Vol. 2 No. 1 (2022): January
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (320.981 KB) | DOI: 10.31098/ijebce.v2i1.734

Abstract

Social media has been used by people to create and share content with the public. Consumers have changed their purchasing habits from offline to online purchases during the COVID-19 pandemic. Social media is also changing sellers' and buyers' specialised strategies. This study aimed to study the factors influencing consumer purchasing behaviour via social media during the COVID-19 outbreak. 215 young adults from three Malaysian states which are Johor, Melaka, and Selangor, have been invited to participate in this study by answering a set of questionnaires. The successful response rate is 93.02%, where 200 completed questionnaires were used for data analysis in this study. The four independent variables, price, convenience, product variety, and risk, are tested in relation to the dependent variable, consumer purchase behaviour during the COVID-19 outbreak. The measurement items of all the four independent variables and dependent variables were adopted from the past research studies. The collected data were entered into SPSS version 26 and then tested using Partial Least Square Structural Equation Modelling (PLS-SEM 3.3.3). All hypotheses were found to be supported by the analysis results. Lastly, the findings of this study will help marketers understand consumer purchasing behaviour via social media during the COVID-19 pandemic.
Co-Authors Cheng Ling Tan Kah Boon Lim Wong Wei Wen