How user empowerment influences social interaction and purchase intention.

• Main Authors: Chow, Mei Yin., Lau, Yew Han., Tay, Paul Tiong.
• Other Authors: Tan Brian Roy
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Consumer behaviour
• Online Access: http://hdl.handle.net/10356/35486
• Institution: Nanyang Technological University

Social media is becoming more common with the intense usage of the internet for networking and social interaction between online users. Political leaders and retailers are leveraging on these social channels to build their relationships with these online users. This gives users the empowerment to create social interaction with retailers. Together with social platform features, social interaction enhances the understanding of customers‟ needs which in turn influences the willingness to purchase. This begets us to the question of “What are customers looking for?” This study looks at how user empowerment can lead to social interaction and how social interaction and the number of social platforms features enhance understanding of customers‟ needs which in turn influences willingness to purchase. Results show that shared goals and ideas and frequency of contacts are significant factors of users‟ empowerment and positively influence social interaction. Social interaction, together with the number of social platform features and credibility of social networking sites, influences the understanding of customers‟ needs and purchase decisions. As such, this study shows that customers are looking for a two-way relationship that allows them to have a sense of belonging and closeness.