CAUSAL RELATIONSHIP OF PURCHASE INTENTION THROUGH SOCIAL NETWORKING APPLICATIONS OF GENERATION Y CONSUMERS

Abstract

Abstract— The purpose of this research was to establish and validate a causal relationship model of purchase intention through social networking applications of generation Y consumers, and to verify the consistency of model with empirical data. The sample consisted of 400 consumers who had bought online before. A questionnaire was designed and used to collect data. A structural equation model analysis was applied for the data analysis. The research results revealed that the causal relationship model of purchase intention through social networking applications of generation Y consumers was consistent with the empirical data. The results of the study can be concluded that online purchase intentions are most influenced by online marketing, followed by technology acceptance and perceived brand value, respectively, which these factors can be used as part of determining marketing strategies.