Saudi Cultural Missions Theses & Dissertations
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Item Restricted Investigating the Factors that Influence Purchase Intention and Use of Social Commerce Across Different Age Groups(Saudi Digital Library, 2023-01-02) Andijani, Abdulrahman; Kang, KyeongDue to the advancement in Information and Communication Technology, businesses have mainly shifted from a brick-and-mortar format to an online format. In this respect, a revolution in social commerce brought more automated and faster services. To examine the antecedents of Saudi customers’ social commerce acceptance, this research integrates an extended unified theory of acceptance and use of technology (UTUAT2), social commerce constructs, and user trust. Moreover, this study examines customer gender, age, and user experience as moderators on UTUAT2 factors and purchase intention relationships. This research obtained data from 596 social commerce users in Saudi Arabia. The structural model results illustrate that performance expectancy, facilitating conditions, price value, habit, social commerce constructs and user trust are positively related to customer purchase intention. Furthermore, facilitating conditions, habit, and purchase intentions positively relate to customer use behavior towards social commerce. The research findings also demonstrate that customers' gender, age, and experience moderate the effects of facilitating conditions, price value, hedonic motivation, and habit on purchase intentions and use behavior. Based on the findings, this research provides guidelines to researchers, businesses, policymakers, and government to understand the dynamics of social commerce in Saudi Arabia.23 0Item Restricted THE IMPACT OF INFLUENCERS' VISUAL CONTENT IN SOCIAL MEDIA ON CONSUMERS' PURCHASE INTENTIONS. THE CASE OF SMEs RESTAURANTS IN SAUDI ARABIA(2022-05-01) Alomair, Mohammed; Freathy, PaulThe impact of information on consumers' purchase intentions has been known for quite some time. Ever since the idea of consulting family members and friends regarding their purchase, and with the evolution of the Tv and the Internet, consumers have reached a new level of access to products' related content. So they can be informed and evaluate purchases and share their experiences not only with people close to them but also with an endless number of current and potential consumers. Moreover, such a way of content sharing between people had primarily been formed in the verbal and textual form, more precisely verbally in face-to-face interaction and textually through the Internet, all to serve the purpose of informing other consumers about brands. Researchers have long acknowledged and investigated such a way of content exchanging under the well-known topics of word of mouth (WOM) and electronic word of mouth (eWOM) and their influence on consumers' purchase intentions. With the constant evolution of the Internet, a new communication channel has emerged known as social media platforms. A way of connecting with people worldwide so that they can reach each other all the time, regardless of any barriers. An area of interest that academics have found fascinating in investigating eWOM and its impact on consumers' choices. Such an exchange of words over social media applications can reshape consumers' intentions regarding their potential purchases. However, as we live in a world where technology evolution never stops, these social media applications have reached different and more exciting features, as users not only can interact verbally but now have the ability to interact visually via different online platforms. So the entire idea of eWOM has changed to a more advanced level, known as visual eWOM. Moreover, users of such applications can share brand-related content visually in the form of pictures and videos. A feature that makes platforms developers race against time to develop the best way to introduce new applications that make the best use of such a modern technological feature. So nowadays, we can see an endless number of social media applications that enable people to communicate visually. Nevertheless, there are few applications which have been tremendously popular. Instagram and Snapchat are two relatively recent platforms that can be mainly viewed to serve the visual exchange of content. Their popularity has reached almost most social media users worldwide. From such a perspective, the idea of exploring and investigating such visual content and how it influences consumers have become highly crucial. Not only due to how such content impacts consumers but also to how this content on social media applications can be spread among millions of people, as well as how brands can take advantage of such an excellent way of communication with current and potential consumers. An area of interest that this thesis aims to investigate. To do so, this research is built into two main phases; the first phase aims to explore the usage of social media among Saudi consumers and gather as much information as possible on their usage behaviour and the impact of social media influencers on their purchase behaviour. Through a survey of 512 Saudi consumers. The results show that Saudi consumers use social media at a very high rate, more precisely Instagram and Snapchat, and they follow and view social media influencers' content at a tremendously high percentage. However, when it comes to the impact of such content on consumers, the results indicate a low influence on consumers' purchase intentions regarding their restaurants' choices. The second phase of this thesis is to analyse content on social media applications. In detail, it examines the content, the source of the content (social media influencers), and consumers' behaviour toward the content. In order to reach such, a theoretical model was developed based on the integration of the Information Acceptance Model (IACM). The results highlighted that visual content quality, source credibility, source experience, content quantity, adoption of content, attitude toward content and subjective norms are the primary factors for visual eWOM in social media (Instagram and Snapchat) that influence consumers' purchase intentions. This thesis contributes to theoretical implications through its validated model and introduced vital findings. Moreover, the research model highlights a new approach to information adoption by expanding the IACM and introducing new insights to researchers. Future studies can consider the research model to investigate the visual content in social media and its influence on consumers' purchase intentions. Moreover, this study's results can help researchers consider other factors in studying the impact of such technology, such as employing the results to examine other social media applications that serve the visual feature, such as TikTok. Also, since this research was only conducted through a quantitative method, employing qualitative or mixed methods can be beneficial in providing a complete picture of visual eWOM influence. A further benefit of this study is how it considers the cultural character of Saudi consumers. Yet, other studies might find it worth considering other cultural factors or employing such findings in different countries. The same goes with considering different categories besides SMEs restaurants.38 0Item Restricted Using TPB to Understand Saudi Consumers’ Intention to Purchase via Fashion Shopping Applications: A Qualitative Study(2023) Alwehaibi, Fatimah Mohammed; McAlinden, ThomasConsumers are progressively performing electronic purchases and accessing mobile services via their mobile devices. Due to its utility, several companies have taken this opportunity to reach their consumers and are making ongoing efforts to understand the factors that impact consumers' purchase intentions or adoption of m-apps. This study aims to understand the factors in the Theory of Planned Behaviour (TPB) that influence Saudi consumers’ intentions to purchase fashion products via fashion shopping applications (FSAs): attitude, subjective norms and perceived behavioural control. A qualitative research method was employed, in which semi-structured interviews with seven Saudi females were conducted. Then a thematic narrative analysis was performed, and fifteen themes were identified in the interviewees’ narratives. The study results indicated that Saudi consumers have positive attitudes towards m-commerce and FSAs, and the three determinants of intention (attitude, subjective norms and perceived behavioural control) have an influence on Saudi consumers’ intentions to purchase fashion products via FSAs.22 0Item Restricted Effects of Twitter Multimodal EWOM Content Approaches on Product purchase intention in Saudi Arabia(Saudi Digital Library, 2023-02-21) Alhumaid, Mohammed Thani A; Bednall, David; Wilson, BradleyThis study tests the influence of multi-visual dimensions and textual features of electronic word-of-mouth (EWOM) on its perceived helpfulness and on purchase intention, on a sample from Saudi Arabia. This investigation is conducted in the context of Twitter through an online factorial experiment. The design incorporates a 3 (visual inclusion to text: with product photo, with product and face photo, without product photo) × 3 (EWOM valence: positive, positive and negative, and negative) between-subjects experiment (n = 540). Because the study featured two manipulated variables, the implementation necessitated a between-subjects design, with the product type forming the within-subjects design. It is concluded that when evaluating EWOM helpfulness, Tweets with pictures do in fact contribute substantial value. For females, this effect is more pronounced when the EWOM is two-sided. However, this finding is confirmed only for conspicuous and high-involvement products. Further, visuals do not significantly contribute to greater purchasing intention. In fact, Tweets containing no images are crucial in influencing customers to buy both conspicuous and non-conspicuous high-involvement products. Thus, this study adds to the body of existing theories by arguing that two-sided EWOM with a photo of a conspicuous and high-involvement product is seen as the most helpful for consumers, especially females. Consequently, the buying intention increases in proportion to how helpful the positive and mixed EWOM are. Negative EWOM is helpful in the decision not to purchase.26 0