The Influence of Social media factors, Online shop selection factors, and Interpersonal communication to Behavioral intention to purchase fortune stone bracelets.

Abstract

Abstract

          The purposes of this study are to understand the Social media factors, Online shop selection factors, Interpersonal communication and Behavioral intention to purchase fortune stone bracelets. The study has studied Behavioral intention to purchase according to demographic characteristics such as sex, age, career, income and marital status. The social media factors, Online shop selection factors and Interpersonal communication that can forecast behavioral intention to purchase fortune stone bracelets were also studied. The sample group for 400 people that were studied were the people whose ages were more than 20 years or who were lawful age people that were able to make decision to purchase bracelet by themselves.  For social media factors, the sample group had experience using at least 1 social media application comprising of Facebook, Instagram and Line. Regarding purchasing behavior, the sample group must never purchase fortune stone bracelet. The study was done by online questionnaire to collect the data. IBM SPSS Statistics Version 20 was used to analyze the data. The statics which were used to analyze the data were comprised of frequencies, percentage, mean, standard deviation, independence t-test, one way analysis of variance: ANOVA and stepwise multiple regression analysis. The study found as follows;         
          1. The differences in demographic characteristics which were sex, age, career, income and marital status had no effect on Behavioral intention to purchase fortune stone bracelet.     
          2. The online shop selection factor which were perceived usefulness and Interpersonal communication could predict the customer’s behavioral intention to purchase  fortune stone bracelet (sig .001) and could explain the variance of behavioral intention to purchase fortune stone bracelet (20%, sig = .001).