Future Business Journal, Год журнала: 2024, Номер 10(1)

Опубликована: Дек. 18, 2024

Abstract In the realm of ever-changing e-commerce, understanding dynamics customer online buying behavior (COBB) is pivotal. This study investigates impact risk factors—financial (FR), time (TR), and psychological (PR) along with social media advertising (SMA) on COBB mediating effect trust. Grounded stimulus–organism–response theory, research targets diverse segments including students, businessmen, employees, working women, housewives. To ensure a high response rate, an questionnaire was distributed via email, WhatsApp, groups buyers. Convenience sampling used to collect primary data from 350 respondents. Data analysis that employed Statistical Package for Social Sciences, descriptive statistics, correlation analysis, normality testing, regression performed reliability, validity hypothesis testing. The findings underscore significant negative factors (FR, TR, PR) building trust subsequent shopping behavior. has positive COBB. Furthermore, emerged as determinant COBB, thereby validating its pivotal role in consumer decision-making processes. Moreover, mediates relationship between factors, SMA consists both practical theoretical contributions, offering insights into nuanced interplay perceptions, effectiveness, dynamics, These are essential marketers, policymakers, researchers navigating evolving landscape e-commerce.

Язык: Английский