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The millennial generation is highly linked to modern media, has unfettered access to the Internet to gather vital information and enjoys online shopping. Generation Y consumes information to fulfil the fundamental needs of commodities. An effective short-video advertising strategy should optimize the capabilities of online platforms to guarantee that consumers will see the adverts as relevant, significant, and valuable when they view them. The purpose of this study was to establish a model to assist marketers, advertisers, and short-video platform operators in creating more effective short-video commercials to influence the online buy intentions of varied Chinese consumers. It is suggested that understanding the link between bandwagon indicators, such as popularity rankings, in-app purchase sales volume, and advertising is essential for making the best marketing decisions. In addition, bandwagon perception is important for boosting the perceived advertising value and buying intent through mediating advertising value.

The millennial generation is highly linked to modern media, has unfettered access to the Internet to gather vital information and enjoys online shopping. Generation Y consumes information to fulfil the fundamental needs of commodities. An effective short-video advertising strategy should optimize the capabilities of online platforms to guarantee that consumers will see the adverts as relevant, significant, and valuable when they view them. The purpose of this study was to establish a model to assist marketers, advertisers, and short-video platform operators in creating more effective short-video commercials to influence the online buy intentions of varied Chinese consumers. It is suggested that understanding the link between bandwagon indicators, such as popularity rankings, in-app purchase sales volume, and advertising is essential for making the best marketing decisions. In addition, bandwagon perception is important for boosting the perceived advertising value and buying intent through mediating advertising value.

Penelitian ini dilakukan dengan tujuan untuk mengetahui seberapa besar pengaruh citra merek dalam memediasi hubungan antara e-WOM terhadap minat beli online. Metode penelitian yang digunakan adalah metode deskriptif dan asosiatif dengan pendekatan kuantitatif. Populasi pada penelitian ini merupakan mahasiswi followers instagram @scarlett_whitening di Perguruan Tinggi di Kota Sukabumi, dengan menggunakan metode probability sampling. Penelitian ini dilakukan dengan cara membagikan kuesioner online kepada 400 responden. Structural Equational Modeling (SEM) digunakan sebagai teknik analisis data dalam penelitian ini dengan bantuan pengolahan data menggunakan software IBM SPSS AMOS 24. Hasil dari penelitian ini menujukkan bahwa e-WOM berpengaruh secara positif dan signifikan terhadap citra merek, citra merek berpengaruh secara positif dan signifikan terhadap minat beli online, dan citra merek memediasi secara positif dan signifikan hubungan antara e-WOM terhadap minat beli online. Kata kunci: Electronic Word of Mouth, Citra Merek, Minat Beli Online

Penelitian ini dilakukan dengan tujuan untuk mengetahui seberapa besar pengaruh citra merek dalam memediasi hubungan antara e-WOM terhadap minat beli online. Metode penelitian yang digunakan adalah metode deskriptif dan asosiatif dengan pendekatan kuantitatif. Populasi pada penelitian ini merupakan mahasiswi followers instagram @scarlett_whitening di Perguruan Tinggi di Kota Sukabumi, dengan menggunakan metode probability sampling. Penelitian ini dilakukan dengan cara membagikan kuesioner online kepada 400 responden. Structural Equational Modeling (SEM) digunakan sebagai teknik analisis data dalam penelitian ini dengan bantuan pengolahan data menggunakan software IBM SPSS AMOS 24. Hasil dari penelitian ini menujukkan bahwa e-WOM berpengaruh secara positif dan signifikan terhadap citra merek, citra merek berpengaruh secara positif dan signifikan terhadap minat beli online, dan citra merek memediasi secara positif dan signifikan hubungan antara e-WOM terhadap minat beli online. Kata kunci: Electronic Word of Mouth, Citra Merek, Minat Beli Online

Online payment purchase flows are designed to be as effective and smooth as possible in regards to the user experience. The user is in the center of this process, who, to a certain degree decides whether the purchase eventually will be placed. What is left up to the payment provider is the process of enabling an effective purchase flow where information needs to be collected for various purposes. To design these purchase flows as efficiently as possible, this research investigates if and how consumer purchase behavior can be predicted. Which algorithms perform the best at modeling the outcome and what kind of underlying features can be used to model the outcome? The features are graded in regard to their feature importance to see how and how much they affect the best-performing model. To investigate consumer behavior, the task was set up as a supervised binary classification problem to model the outcome of user purchase sessions. Either the sessions result in a purchase or they do not. Several automatic machine learning (also referred to as automated machine learning) frameworks were considered before the choice of using H2O AutoML because of its historical performance on other supervised binary classification problems. The dataset contained information from user sessions relating to the consumer, the transaction, and the time when the purchase was initiated. These variables were either in a numerical or categorical format and were then evaluated using the SHAP importance metric as well as an aggregated SHAP summary plot, which describes how features are affecting the model. The results show that the Distributed Random Forest Algorithm performed the best, generating a 26 percentage points improvement in accuracy, predicting whether a session will be converted into a purchase from an undersampled baseline of 50%. Furthermore two of the most important features according to the model were categorical features related to the intersection of consumer and transaction info, Köpflöden för onlinebetalningar är utformade för att vara så effektiva och smidiga som möjligt med avseende på användarupplevelsen. I processen står användaren i centrum, som delvis avgör om köpet i slutändan konverteras eller ej. Det som är upp till betalningsleverantören är möjliggörandet av ett effektivt köpflöde där information behöver samlas in för olika ändamål. För att utforma dessa köpflöden så effektivt som möjligt undersöker detta arbete om och hur konsumenters köpbeteende kan förutsägas. Vilka algoritmer fungerar bäst på att modellera resultatet och vilken typ av underliggande attribut kan användas för att modellera resultatet? Dessa attribut graderas med avseende på deras relevans (feature importance) för att se hur och hur mycket de faktiskt påverkar den bäst presterande modellen. För att undersöka konsumentbeteendet sattes uppgiften upp som ett övervakat binärt klassificeringsproblem för att modellera resultatet av användarnas sessioner. Antingen resulterar sessionerna i ett köp eller så gör de det inte. Flera ramverk för automatisk maskininlärning övervägdes innan valet att använda H2O AutoML på grund av dess historiska prestanda på andra övervakade binära klassificeringsproblem. Dataunderlaget innehöll information från användarsessioner som rör konsumenten, transaktionen och tidpunkten då köpet påbörjades. Dessa variabler var antingen i ett numeriskt eller kategoriskt format och utvärderades sedan med hjälp av SHAP-viktighetsmåttet (SHAP Feature Importance) såväl som ett aggregerat SHAP-diagram, som beskriver hur de olika attributen påverkar modellen. Resultaten visar att Distributed Random Forest algoritmen presterade bäst, genererade en förbättring på 26 procentenheter i noggrannhet (accuracy), i prediktionen av ifall en session omvandlas till ett köp eller ej, baserat på ett undersamplat dataset med en baslinje på 50%. Dessutom var två av de viktigaste attributen enligt modellen kategoriska attribut relaterade till skärningspunkten mellan konsumen

In recent times, the Vietnamese e-commerce market is in a period of strong development, in addition, to the sharp increase in people’s demands to join e-commerce platforms after the epidemic. The research group started with an overview study, then research hypotheses and models were proposed. After conducting preliminary qualitative and quantitative research to adjust the appropriate scales, the research group created a questionnaire and collected data in online forms with a sample size of 350. Next, the data was entered into the software for SEM analysis. The results of the study indicate that the quality of the e-commerce platform has an indirect impact on the purchase intention through the positive impact on the trust and the negative impact on the perceived risk. Attitudes towards information, trust, perceived risk, and perceived usefulness have direct influences on purchase intention. Attitude towards information, trust, and perceived usefulness have positive effects on purchase intention, while perceived risk harms purchase intention. In addition, purchase intention is relatively strongly influenced by trust and perceived usefulness. Perceived risk and attitude towards information have little influence on purchase intention. Finally, the research team proposes some solutions for businesses to increase the purchase intention of consumers through e-commerce platforms. &nbsp

In recent times, the Vietnamese e-commerce market is in a period of strong development, in addition, to the sharp increase in people’s demands to join e-commerce platforms after the epidemic. The research group started with an overview study, then research hypotheses and models were proposed. After conducting preliminary qualitative and quantitative research to adjust the appropriate scales, the research group created a questionnaire and collected data in online forms with a sample size of 350. Next, the data was entered into the software for SEM analysis. The results of the study indicate that the quality of the e-commerce platform has an indirect impact on the purchase intention through the positive impact on the trust and the negative impact on the perceived risk. Attitudes towards information, trust, perceived risk, and perceived usefulness have direct influences on purchase intention. Attitude towards information, trust, and perceived usefulness have positive effects on purchase intention, while perceived risk harms purchase intention. In addition, purchase intention is relatively strongly influenced by trust and perceived usefulness. Perceived risk and attitude towards information have little influence on purchase intention. Finally, the research team proposes some solutions for businesses to increase the purchase intention of consumers through e-commerce platforms. &nbsp

In recent times, the Vietnamese e-commerce market is in a period of strong development, in addition, to the sharp increase in people’s demands to join e-commerce platforms after the epidemic. The research group started with an overview study, then research hypotheses and models were proposed. After conducting preliminary qualitative and quantitative research to adjust the appropriate scales, the research group created a questionnaire and collected data in online forms with a sample size of 350. Next, the data was entered into the software for SEM analysis. The results of the study indicate that the quality of the e-commerce platform has an indirect impact on the purchase intention through the positive impact on the trust and the negative impact on the perceived risk. Attitudes towards information, trust, perceived risk, and perceived usefulness have direct influences on purchase intention. Attitude towards information, trust, and perceived usefulness have positive effects on purchase intention, while perceived risk harms purchase intention. In addition, purchase intention is relatively strongly influenced by trust and perceived usefulness. Perceived risk and attitude towards information have little influence on purchase intention. Finally, the research team proposes some solutions for businesses to increase the purchase intention of consumers through e-commerce platforms. &nbsp

Online payment purchase flows are designed to be as effective and smooth as possible in regards to the user experience. The user is in the center of this process, who, to a certain degree decides whether the purchase eventually will be placed. What is left up to the payment provider is the process of enabling an effective purchase flow where information needs to be collected for various purposes. To design these purchase flows as efficiently as possible, this research investigates if and how consumer purchase behavior can be predicted. Which algorithms perform the best at modeling the outcome and what kind of underlying features can be used to model the outcome? The features are graded in regard to their feature importance to see how and how much they affect the best-performing model. To investigate consumer behavior, the task was set up as a supervised binary classification problem to model the outcome of user purchase sessions. Either the sessions result in a purchase or they do not. Several automatic machine learning (also referred to as automated machine learning) frameworks were considered before the choice of using H2O AutoML because of its historical performance on other supervised binary classification problems. The dataset contained information from user sessions relating to the consumer, the transaction, and the time when the purchase was initiated. These variables were either in a numerical or categorical format and were then evaluated using the SHAP importance metric as well as an aggregated SHAP summary plot, which describes how features are affecting the model. The results show that the Distributed Random Forest Algorithm performed the best, generating a 26 percentage points improvement in accuracy, predicting whether a session will be converted into a purchase from an undersampled baseline of 50%. Furthermore two of the most important features according to the model were categorical features related to the intersection of consumer and transaction info, Köpflöden för onlinebetalningar är utformade för att vara så effektiva och smidiga som möjligt med avseende på användarupplevelsen. I processen står användaren i centrum, som delvis avgör om köpet i slutändan konverteras eller ej. Det som är upp till betalningsleverantören är möjliggörandet av ett effektivt köpflöde där information behöver samlas in för olika ändamål. För att utforma dessa köpflöden så effektivt som möjligt undersöker detta arbete om och hur konsumenters köpbeteende kan förutsägas. Vilka algoritmer fungerar bäst på att modellera resultatet och vilken typ av underliggande attribut kan användas för att modellera resultatet? Dessa attribut graderas med avseende på deras relevans (feature importance) för att se hur och hur mycket de faktiskt påverkar den bäst presterande modellen. För att undersöka konsumentbeteendet sattes uppgiften upp som ett övervakat binärt klassificeringsproblem för att modellera resultatet av användarnas sessioner. Antingen resulterar sessionerna i ett köp eller så gör de det inte. Flera ramverk för automatisk maskininlärning övervägdes innan valet att använda H2O AutoML på grund av dess historiska prestanda på andra övervakade binära klassificeringsproblem. Dataunderlaget innehöll information från användarsessioner som rör konsumenten, transaktionen och tidpunkten då köpet påbörjades. Dessa variabler var antingen i ett numeriskt eller kategoriskt format och utvärderades sedan med hjälp av SHAP-viktighetsmåttet (SHAP Feature Importance) såväl som ett aggregerat SHAP-diagram, som beskriver hur de olika attributen påverkar modellen. Resultaten visar att Distributed Random Forest algoritmen presterade bäst, genererade en förbättring på 26 procentenheter i noggrannhet (accuracy), i prediktionen av ifall en session omvandlas till ett köp eller ej, baserat på ett undersamplat dataset med en baslinje på 50%. Dessutom var två av de viktigaste attributen enligt modellen kategoriska attribut relaterade till skärningspunkten mellan konsumen

This study aims to prove and analyze the effect of trust and service quality on online shopping purchasing decisions through Tokopedia Padang. In this study, 103 randomly selected respondents were used, namely those who had used the Tokopedia application to do online shopping. The analysis technique used is multiple linear regression and t-statistical testing. Data processing is done through the help of the IBM SPSS 25.0 program. Based on the results of hypothesis testing, it was found that trust had a positive effect on consumer decisions to shop online through the Tokopedia application, in addition to the results of the second hypothesis testing, it was found that service quality had a positive effect on consumer decisions to shop online using the Tokopedia Padang application. jointly influence consumer decisions to shop online through the Tokopedia application.

Penelitian ini dilakukan dengan tujuan untuk mengetahui seberapa besar pengaruh citra merek dalam memediasi hubungan antara e-WOM terhadap minat beli online. Metode penelitian yang digunakan adalah metode deskriptif dan asosiatif dengan pendekatan kuantitatif. Populasi pada penelitian ini merupakan mahasiswi followers instagram @scarlett_whitening di Perguruan Tinggi di Kota Sukabumi, dengan menggunakan metode probability sampling. Penelitian ini dilakukan dengan cara membagikan kuesioner online kepada 400 responden. Structural Equational Modeling (SEM) digunakan sebagai teknik analisis data dalam penelitian ini dengan bantuan pengolahan data menggunakan software IBM SPSS AMOS 24. Hasil dari penelitian ini menujukkan bahwa e-WOM berpengaruh secara positif dan signifikan terhadap citra merek, citra merek berpengaruh secara positif dan signifikan terhadap minat beli online, dan citra merek memediasi secara positif dan signifikan hubungan antara e-WOM terhadap minat beli online. Kata kunci: Electronic Word of Mouth, Citra Merek, Minat Beli Online

Penelitian ini dilakukan dengan tujuan untuk mengetahui seberapa besar pengaruh citra merek dalam memediasi hubungan antara e-WOM terhadap minat beli online. Metode penelitian yang digunakan adalah metode deskriptif dan asosiatif dengan pendekatan kuantitatif. Populasi pada penelitian ini merupakan mahasiswi followers instagram @scarlett_whitening di Perguruan Tinggi di Kota Sukabumi, dengan menggunakan metode probability sampling. Penelitian ini dilakukan dengan cara membagikan kuesioner online kepada 400 responden. Structural Equational Modeling (SEM) digunakan sebagai teknik analisis data dalam penelitian ini dengan bantuan pengolahan data menggunakan software IBM SPSS AMOS 24. Hasil dari penelitian ini menujukkan bahwa e-WOM berpengaruh secara positif dan signifikan terhadap citra merek, citra merek berpengaruh secara positif dan signifikan terhadap minat beli online, dan citra merek memediasi secara positif dan signifikan hubungan antara e-WOM terhadap minat beli online. Kata kunci: Electronic Word of Mouth, Citra Merek, Minat Beli Online

This study examines the factors affecting millennials and generation Z’s purchase intention in online shopping. The variables under investigation, namely, impulse purchase orientation, quality orientation, brand orientation, online trust, and online purchase experience, were tested. The data collection approach used a web-based questionnaire that was created and distributed to 584 university students in Malaysia. Data were analyzed via the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach to examine the posited research hypotheses. The results revealed that impulse purchase orientation was the strongest predictor of consumers’ online purchase intention in Malaysia. This is followed by online trust, and the online purchase experience and quality orientation. Meanwhile, brand orientation did not affect customers’ intention to purchase online. The results contribute new and extensive inputs into the marketing theory and expand the emergent literature on consumer intention to shop online in Malaysia, whereby rich multi-ethnic cultures should be fully exploited. Future directions are offered.

This study examines the factors affecting millennials and generation Z’s purchase intention in online shopping. The variables under investigation, namely, impulse purchase orientation, quality orientation, brand orientation, online trust, and online purchase experience, were tested. The data collection approach used a web-based questionnaire that was created and distributed to 584 university students in Malaysia. Data were analyzed via the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach to examine the posited research hypotheses. The results revealed that impulse purchase orientation was the strongest predictor of consumers’ online purchase intention in Malaysia. This is followed by online trust, and the online purchase experience and quality orientation. Meanwhile, brand orientation did not affect customers’ intention to purchase online. The results contribute new and extensive inputs into the marketing theory and expand the emergent literature on consumer intention to shop online in Malaysia, whereby rich multi-ethnic cultures should be fully exploited. Future directions are offered.

This study examines the factors affecting millennials and generation Z’s purchase intention in online shopping. The variables under investigation, namely, impulse purchase orientation, quality orientation, brand orientation, online trust, and online purchase experience, were tested. The data collection approach used a web-based questionnaire that was created and distributed to 584 university students in Malaysia. Data were analyzed via the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach to examine the posited research hypotheses. The results revealed that impulse purchase orientation was the strongest predictor of consumers’ online purchase intention in Malaysia. This is followed by online trust, and the online purchase experience and quality orientation. Meanwhile, brand orientation did not affect customers’ intention to purchase online. The results contribute new and extensive inputs into the marketing theory and expand the emergent literature on consumer intention to shop online in Malaysia, whereby rich multi-ethnic cultures should be fully exploited. Future directions are offered.

This study examines the factors affecting millennials and generation Z’s purchase intention in online shopping. The variables under investigation, namely, impulse purchase orientation, quality orientation, brand orientation, online trust, and online purchase experience, were tested. The data collection approach used a web-based questionnaire that was created and distributed to 584 university students in Malaysia. Data were analyzed via the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach to examine the posited research hypotheses. The results revealed that impulse purchase orientation was the strongest predictor of consumers’ online purchase intention in Malaysia. This is followed by online trust, and the online purchase experience and quality orientation. Meanwhile, brand orientation did not affect customers’ intention to purchase online. The results contribute new and extensive inputs into the marketing theory and expand the emergent literature on consumer intention to shop online in Malaysia, whereby rich multi-ethnic cultures should be fully exploited. Future directions are offered.

This study examines the factors affecting millennials and generation Z’s purchase intention in online shopping. The variables under investigation, namely, impulse purchase orientation, quality orientation, brand orientation, online trust, and online purchase experience, were tested. The data collection approach used a web-based questionnaire that was created and distributed to 584 university students in Malaysia. Data were analyzed via the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach to examine the posited research hypotheses. The results revealed that impulse purchase orientation was the strongest predictor of consumers’ online purchase intention in Malaysia. This is followed by online trust, and the online purchase experience and quality orientation. Meanwhile, brand orientation did not affect customers’ intention to purchase online. The results contribute new and extensive inputs into the marketing theory and expand the emergent literature on consumer intention to shop online in Malaysia, whereby rich multi-ethnic cultures should be fully exploited. Future directions are offered.

The purpose of this study is to examine factors leading to online purchase intention on Facebook and Instagram of Generation Z. This study is significant in at least two ways. First, it extends the work. Second, it provides information to organization such as marketers on ways to improve customer of Generation Z satisfaction. The sample size of the study consisted of 168 respondents that have experience shopping online. Four influencing factors (perceived ease of use, perceived usefulness, subjective norm and media richness) were examined on online purchase intention. The results of simple regression analysis reveal that three factors (perceived ease of use, perceived usefulness and media richness) have significant and positive impact on online purchase intention.

The purpose of this study is to examine factors leading to online purchase intention on Facebook and Instagram of Generation Z. This study is significant in at least two ways. First, it extends the work. Second, it provides information to organization such as marketers on ways to improve customer of Generation Z satisfaction. The sample size of the study consisted of 168 respondents that have experience shopping online. Four influencing factors (perceived ease of use, perceived usefulness, subjective norm and media richness) were examined on online purchase intention. The results of simple regression analysis reveal that three factors (perceived ease of use, perceived usefulness and media richness) have significant and positive impact on online purchase intention.

Era digital mengubah aktivitas pemasaran dan perilaku konsumen, khususnya dari transaksi yang bersifat konvensional menjadi digitalisasi dalam online marketplace. Sebelum konsumen memutuskan untuk melakukan pembelian, ada tahapan di mana mereka memiliki kebutuhan dan keinginan untuk memilih, memiliki, dan menggunakan produk tertentu yang disebut sebagai niat beli. Namun, niat dalam berbelanja semata, khususnya dalam transaksi online, belum tentu mendorong seseorang untuk melakukan pembelian. Faktor kepercayaan dalam transaksi online, yang dapat dibangun dengan membangun hubungan yang baik dengan konsumen melalui pemasaran interaktif juga disinyalir menjadi faktor pendukung lain. Penelitian ini menguji pengaruh minat membeli terhadap keputusan pembelian konsumen, yang dimoderasi oleh pemasaran interaktif di salah satu online markeplace Indonesia, yaitu Sale-Stock. Data diperoleh dari 200 responden dengan menggunakan teknik purposive sampling melalui kuesioner yang didistribusikan melalui media sosial dengan menggunakan Google Form. Hasil penelitian yang dianalisis menggunakan teknik regresi berganda menunjukkan bahwa niat beli dan pemasaran interaktif baik secara parsial dan simultan secara signifikan berpengaruh terhadap keputusan pembelian. Lebih lanjut lagi, pemasaran interaktif dikenal sebagai moderator prediktor dalam model penelitian ini., The digital era changes marketing activities and consumer behavior, particularly by changing conventional transactions into digitalized ones through online marketplaces. Before consumers make purchase decisions, they usually experience a phase in which they have needs and desires to choose, have, and use certain products. This phase is commonly known as intention to buy. However, intention to buy alone is insufficient in encouraging ones to make purchase decisions, especially in the online shopping environment. In this respect, the trust factor in online transactions that is established by maintaining good relationships with consumers through interactive marketing also likely explains online purchase decisions. Consequently, this study tests the effect of intention to buy on online purchase decisions as moderated by interactive marketing at an online marketplace in Indonesia, namely Sale-Stock. Data are generated from 200 respondents with the purposive sampling technique by distributing the questionnaires in Google Form through social media. Data are then analyzed with the multiple regression technique. The results show that intention to buy and interactive marketing affect online purchase decisions, both individually and simultaneously. Further, interactive marketing does not moderate the relationship between intention to buy and online purchase decisions.

Era digital mengubah aktivitas pemasaran dan perilaku konsumen, khususnya dari transaksi yang bersifat konvensional menjadi digitalisasi dalam online marketplace. Sebelum konsumen memutuskan untuk melakukan pembelian, ada tahapan di mana mereka memiliki kebutuhan dan keinginan untuk memilih, memiliki, dan menggunakan produk tertentu yang disebut sebagai niat beli. Namun, niat dalam berbelanja semata, khususnya dalam transaksi online, belum tentu mendorong seseorang untuk melakukan pembelian. Faktor kepercayaan dalam transaksi online, yang dapat dibangun dengan membangun hubungan yang baik dengan konsumen melalui pemasaran interaktif juga disinyalir menjadi faktor pendukung lain. Penelitian ini menguji pengaruh minat membeli terhadap keputusan pembelian konsumen, yang dimoderasi oleh pemasaran interaktif di salah satu online markeplace Indonesia, yaitu Sale-Stock. Data diperoleh dari 200 responden dengan menggunakan teknik purposive sampling melalui kuesioner yang didistribusikan melalui media sosial dengan menggunakan Google Form. Hasil penelitian yang dianalisis menggunakan teknik regresi berganda menunjukkan bahwa niat beli dan pemasaran interaktif baik secara parsial dan simultan secara signifikan berpengaruh terhadap keputusan pembelian. Lebih lanjut lagi, pemasaran interaktif dikenal sebagai moderator prediktor dalam model penelitian ini., The digital era changes marketing activities and consumer behavior, particularly by changing conventional transactions into digitalized ones through online marketplaces. Before consumers make purchase decisions, they usually experience a phase in which they have needs and desires to choose, have, and use certain products. This phase is commonly known as intention to buy. However, intention to buy alone is insufficient in encouraging ones to make purchase decisions, especially in the online shopping environment. In this respect, the trust factor in online transactions that is established by maintaining good relationships with consumers through interactive marketing also likely explains online purchase decisions. Consequently, this study tests the effect of intention to buy on online purchase decisions as moderated by interactive marketing at an online marketplace in Indonesia, namely Sale-Stock. Data are generated from 200 respondents with the purposive sampling technique by distributing the questionnaires in Google Form through social media. Data are then analyzed with the multiple regression technique. The results show that intention to buy and interactive marketing affect online purchase decisions, both individually and simultaneously. Further, interactive marketing does not moderate the relationship between intention to buy and online purchase decisions.

Era digital mengubah aktivitas pemasaran dan perilaku konsumen, khususnya dari transaksi yang bersifat konvensional menjadi digitalisasi dalam online marketplace. Sebelum konsumen memutuskan untuk melakukan pembelian, ada tahapan di mana mereka memiliki kebutuhan dan keinginan untuk memilih, memiliki, dan menggunakan produk tertentu yang disebut sebagai niat beli. Namun, niat dalam berbelanja semata, khususnya dalam transaksi online, belum tentu mendorong seseorang untuk melakukan pembelian. Faktor kepercayaan dalam transaksi online, yang dapat dibangun dengan membangun hubungan yang baik dengan konsumen melalui pemasaran interaktif juga disinyalir menjadi faktor pendukung lain. Penelitian ini menguji pengaruh minat membeli terhadap keputusan pembelian konsumen, yang dimoderasi oleh pemasaran interaktif di salah satu online markeplace Indonesia, yaitu Sale-Stock. Data diperoleh dari 200 responden dengan menggunakan teknik purposive sampling melalui kuesioner yang didistribusikan melalui media sosial dengan menggunakan Google Form. Hasil penelitian yang dianalisis menggunakan teknik regresi berganda menunjukkan bahwa niat beli dan pemasaran interaktif baik secara parsial dan simultan secara signifikan berpengaruh terhadap keputusan pembelian. Lebih lanjut lagi, pemasaran interaktif dikenal sebagai moderator prediktor dalam model penelitian ini., The digital era changes marketing activities and consumer behavior, particularly by changing conventional transactions into digitalized ones through online marketplaces. Before consumers make purchase decisions, they usually experience a phase in which they have needs and desires to choose, have, and use certain products. This phase is commonly known as intention to buy. However, intention to buy alone is insufficient in encouraging ones to make purchase decisions, especially in the online shopping environment. In this respect, the trust factor in online transactions that is established by maintaining good relationships with consumers through interactive marketing also likely explains online purchase decisions. Consequently, this study tests the effect of intention to buy on online purchase decisions as moderated by interactive marketing at an online marketplace in Indonesia, namely Sale-Stock. Data are generated from 200 respondents with the purposive sampling technique by distributing the questionnaires in Google Form through social media. Data are then analyzed with the multiple regression technique. The results show that intention to buy and interactive marketing affect online purchase decisions, both individually and simultaneously. Further, interactive marketing does not moderate the relationship between intention to buy and online purchase decisions.

Penelitian ini bertujuan untuk mengetahui pengaruh E-WOM Information Quality, E-WOM Information Credibility, E-WOM Information Usefulness dan E-WOM Information Adoption Terhadap Online Purchase Intention pada Sumbar Smartphone di Kota Padang. Penelitian ini dilakukan dengan cara menyebarkan kuisioner online terhadap 110 orang responden generasi millennial dengan kriteria usia 16-42 tahun pada followers media sosial instagram Sumbar Smartphone Padang. Teknik pengambilan sampel yakni non probability sampling dengan metode purposive sampling. Pengolahan data dilakukan dengan menggunakan program SPSS versi 22.0. Hasil dari penelitian ini menunjukkan bahwa E-WOM Information Quality berpengaruh positif dan tidak signifikan terhadap Online Purchase Intention, pada E-WOM Information Credibility berpengaruh positif dan signifikan terhadap Online Purchase Intention, sedangkan E-WOM Information Usefulness berpengaruh positif dan tidak signifikan terhadap Online Purchase Intention dan E-WOM Information Adoption berpengaruh positif dan signifikan terhadap Online Purchase Intention. Kata Kunci : E-WOM Information Quality; E-WOM Information Credibility; E-WOM Information Usefulness; E-WOM Information Adoption; Online Purchase Intention

Penelitian ini bertujuan untuk mengetahui pengaruh E-WOM Information Quality, E-WOM Information Credibility, E-WOM Information Usefulness dan E-WOM Information Adoption Terhadap Online Purchase Intention pada Sumbar Smartphone di Kota Padang. Penelitian ini dilakukan dengan cara menyebarkan kuisioner online terhadap 110 orang responden generasi millennial dengan kriteria usia 16-42 tahun pada followers media sosial instagram Sumbar Smartphone Padang. Teknik pengambilan sampel yakni non probability sampling dengan metode purposive sampling. Pengolahan data dilakukan dengan menggunakan program SPSS versi 22.0. Hasil dari penelitian ini menunjukkan bahwa E-WOM Information Quality berpengaruh positif dan tidak signifikan terhadap Online Purchase Intention, pada E-WOM Information Credibility berpengaruh positif dan signifikan terhadap Online Purchase Intention, sedangkan E-WOM Information Usefulness berpengaruh positif dan tidak signifikan terhadap Online Purchase Intention dan E-WOM Information Adoption berpengaruh positif dan signifikan terhadap Online Purchase Intention. Kata Kunci : E-WOM Information Quality; E-WOM Information Credibility; E-WOM Information Usefulness; E-WOM Information Adoption; Online Purchase Intention

The purpose of this paper is to provide an overview on online purchase intention of halal cosmetic product among consumers in Malaysia. A total of 400 questionnaires were distributed to experienced online shoppers across different age groups, using purposive and convenient sampling techniques. Data obtained was analysed by using SPSS. The result showed that majority of respondents are female and malay, aged range 21-30 years and had a diploma. Employment status is from the private sector and the monthly income is around less than RM2000 and has 1 - 2 years experienced as online shoppers. The results is beneficial for internet retailers to serves as a guidelines to cater and target their customers well.

The purpose of this paper is to provide an overview on online purchase intention of halal cosmetic product among consumers in Malaysia. A total of 400 questionnaires were distributed to experienced online shoppers across different age groups, using purposive and convenient sampling techniques. Data obtained was analysed by using SPSS. The result showed that majority of respondents are female and malay, aged range 21-30 years and had a diploma. Employment status is from the private sector and the monthly income is around less than RM2000 and has 1 - 2 years experienced as online shoppers. The results is beneficial for internet retailers to serves as a guidelines to cater and target their customers well.

Informational sources affecting purchase intent in online shopping: A qualitative approach to determine external informational sources affecting the online purchase intention of high involvement products.

This study aims to explore the scale and measure of the impact of factors affecting theonline shopping intention of the consumer on the Lazada e-commerce website in Ho Chi Minh City. The study confirms the theoretical analysis of consumer behavior (Theory of Reasoned Action - TRA), (Theory of Planned Behavior – TPB), as well as compares the research articles related to online shopping intention of domestic and foreign authors. From the survey results from 300 customers, the author pointed out that six factors positively affecting online purchase intention include usefulness - convenience, trust, behavior control awareness, business competency, and reference group opinion. The other factor is the perceived risk that has negative affect customers' online shopping intentions. Since then, the research offers the causes, solutions, implications to help traders on e-commerce sites capture the needs and psychology of customers and help them partially improve their ability to attract customers online shopping in Ho Chi Minh City.

This study aims to explore the scale and measure of the impact of factors affecting theonline shopping intention of the consumer on the Lazada e-commerce website in Ho Chi Minh City. The study confirms the theoretical analysis of consumer behavior (Theory of Reasoned Action - TRA), (Theory of Planned Behavior – TPB), as well as compares the research articles related to online shopping intention of domestic and foreign authors. From the survey results from 300 customers, the author pointed out that six factors positively affecting online purchase intention include usefulness - convenience, trust, behavior control awareness, business competency, and reference group opinion. The other factor is the perceived risk that has negative affect customers' online shopping intentions. Since then, the research offers the causes, solutions, implications to help traders on e-commerce sites capture the needs and psychology of customers and help them partially improve their ability to attract customers online shopping in Ho Chi Minh City.

This study aims to explore the scale and measure of the impact of factors affecting theonline shopping intention of the consumer on the Lazada e-commerce website in Ho Chi Minh City. The study confirms the theoretical analysis of consumer behavior (Theory of Reasoned Action - TRA), (Theory of Planned Behavior – TPB), as well as compares the research articles related to online shopping intention of domestic and foreign authors. From the survey results from 300 customers, the author pointed out that six factors positively affecting online purchase intention include usefulness - convenience, trust, behavior control awareness, business competency, and reference group opinion. The other factor is the perceived risk that has negative affect customers' online shopping intentions. Since then, the research offers the causes, solutions, implications to help traders on e-commerce sites capture the needs and psychology of customers and help them partially improve their ability to attract customers online shopping in Ho Chi Minh City.

This study aims to explore the scale and measure of the impact of factors affecting theonline shopping intention of the consumer on the Lazada e-commerce website in Ho Chi Minh City. The study confirms the theoretical analysis of consumer behavior (Theory of Reasoned Action - TRA), (Theory of Planned Behavior – TPB), as well as compares the research articles related to online shopping intention of domestic and foreign authors. From the survey results from 300 customers, the author pointed out that six factors positively affecting online purchase intention include usefulness - convenience, trust, behavior control awareness, business competency, and reference group opinion. The other factor is the perceived risk that has negative affect customers' online shopping intentions. Since then, the research offers the causes, solutions, implications to help traders on e-commerce sites capture the needs and psychology of customers and help them partially improve their ability to attract customers online shopping in Ho Chi Minh City.

This study aims to explore the scale and measure of the impact of factors affecting theonline shopping intention of the consumer on the Lazada e-commerce website in Ho Chi Minh City. The study confirms the theoretical analysis of consumer behavior (Theory of Reasoned Action - TRA), (Theory of Planned Behavior – TPB), as well as compares the research articles related to online shopping intention of domestic and foreign authors. From the survey results from 300 customers, the author pointed out that six factors positively affecting online purchase intention include usefulness - convenience, trust, behavior control awareness, business competency, and reference group opinion. The other factor is the perceived risk that has negative affect customers' online shopping intentions. Since then, the research offers the causes, solutions, implications to help traders on e-commerce sites capture the needs and psychology of customers and help them partially improve their ability to attract customers online shopping in Ho Chi Minh City.

This study aims to explore the scale and measure of the impact of factors affecting theonline shopping intention of the consumer on the Lazada e-commerce website in Ho Chi Minh City. The study confirms the theoretical analysis of consumer behavior (Theory of Reasoned Action - TRA), (Theory of Planned Behavior – TPB), as well as compares the research articles related to online shopping intention of domestic and foreign authors. From the survey results from 300 customers, the author pointed out that six factors positively affecting online purchase intention include usefulness - convenience, trust, behavior control awareness, business competency, and reference group opinion. The other factor is the perceived risk that has negative affect customers' online shopping intentions. Since then, the research offers the causes, solutions, implications to help traders on e-commerce sites capture the needs and psychology of customers and help them partially improve their ability to attract customers online shopping in Ho Chi Minh City.

Informational sources affecting purchase intent in online shopping: A qualitative approach to determine external informational sources affecting the online purchase intention of high involvement products.

Increasing internet activity and its number of users have strengthened the potency of uses and gratification. The concept of online purchase led the current research to finding that the conceptualisation of online shopping encompasses various aspects of consumer behaviour relating to the action of purchasing products (i.e. buying customize goods and services, collecting information, seeking recommendations, comparing products with several seller, or even browsing for enjoyment). Additionally, it investigates the incorporation of use and gratification theory (UGT) in the online shopping context. This study aims to examine the relationship between informativeness gratifications (IG), entertainment gratifications (EG), web irritation (WI) and cognitive attitude (CA). Furthermore, it attempts to examine the relationship between informativeness gratification (IG), entertainment gratifications (EG), web irritation (WI) and consumer emotions (CE). Besides that, this study attempts to study the relationship between cognitive attitude (CA), consumer emotions (CE) and online purchase. In addition, the influence of cognitive attitude (CA) and consumer emotion (CE) as a mediator between informativeness gratification, entertainment gratification, web irritation and online purchase is included in the integrated framework of this study. By using of the convenience sampling technique and a structured questionnaire via online survey, data was amassed from individual online shoppers whereby 615 responses were collected. However, from these only 465 responses were taken in for further analysis as the remainder were considered incomplete and thus discarded.

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Shopping Orientation, Online Trust dan Online Purchase Experience terhadap Online Purchase Intention Go-Food di Kota Payakumbuh. Jenis penelitian dalam penelitian ini adalah Explanatory Research. Data penelitian ini dikumpulkan melalui kuesioner dengan respondennya adalah konsumen yang pernah membeli makanan online menggunakan Go-Food di Kota Payakumbuh. Ukuran sampel pada penelitian ini berjumlah 125 responden. Teknik sampel yang digunakan pada penelitian ini adalah Purposive Sampling (Judgement Sampling). Teknik analisis data yang digunakan dalam penelitian ini menggunakan Analisis Regresi Linier Berganda. Pengolahan data dalam penelitian ini menggunakan software SPSS versi 25. Hasil dari penelitian menemukan bahwa adanya pengaruh signifikan Impulse Purchase Orientation, Quality Orientation, Brand Orientation, dan Online Trust terhadap Online Purchase Intention, serta menemukan bahwa adanya pengaruh yang tidak signifikan Online Purchase Experience terhadap Online Purchase Intention. Kata Kunci :Shopping Orientation, Online Trust, Online Purchase Experience, Online Purchase Intention

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Shopping Orientation, Online Trust dan Online Purchase Experience terhadap Online Purchase Intention Go-Food di Kota Payakumbuh. Jenis penelitian dalam penelitian ini adalah Explanatory Research. Data penelitian ini dikumpulkan melalui kuesioner dengan respondennya adalah konsumen yang pernah membeli makanan online menggunakan Go-Food di Kota Payakumbuh. Ukuran sampel pada penelitian ini berjumlah 125 responden. Teknik sampel yang digunakan pada penelitian ini adalah Purposive Sampling (Judgement Sampling). Teknik analisis data yang digunakan dalam penelitian ini menggunakan Analisis Regresi Linier Berganda. Pengolahan data dalam penelitian ini menggunakan software SPSS versi 25. Hasil dari penelitian menemukan bahwa adanya pengaruh signifikan Impulse Purchase Orientation, Quality Orientation, Brand Orientation, dan Online Trust terhadap Online Purchase Intention, serta menemukan bahwa adanya pengaruh yang tidak signifikan Online Purchase Experience terhadap Online Purchase Intention. Kata Kunci :Shopping Orientation, Online Trust, Online Purchase Experience, Online Purchase Intention

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Shopping Orientation, Online Trust dan Online Purchase Experience terhadap Online Purchase Intention Go-Food di Kota Payakumbuh. Jenis penelitian dalam penelitian ini adalah Explanatory Research. Data penelitian ini dikumpulkan melalui kuesioner dengan respondennya adalah konsumen yang pernah membeli makanan online menggunakan Go-Food di Kota Payakumbuh. Ukuran sampel pada penelitian ini berjumlah 125 responden. Teknik sampel yang digunakan pada penelitian ini adalah Purposive Sampling (Judgement Sampling). Teknik analisis data yang digunakan dalam penelitian ini menggunakan Analisis Regresi Linier Berganda. Pengolahan data dalam penelitian ini menggunakan software SPSS versi 25. Hasil dari penelitian menemukan bahwa adanya pengaruh signifikan Impulse Purchase Orientation, Quality Orientation, Brand Orientation, dan Online Trust terhadap Online Purchase Intention, serta menemukan bahwa adanya pengaruh yang tidak signifikan Online Purchase Experience terhadap Online Purchase Intention. Kata Kunci :Shopping Orientation, Online Trust, Online Purchase Experience, Online Purchase Intention

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Shopping Orientation, Online Trust dan Online Purchase Experience terhadap Online Purchase Intention Go-Food di Kota Payakumbuh. Jenis penelitian dalam penelitian ini adalah Explanatory Research. Data penelitian ini dikumpulkan melalui kuesioner dengan respondennya adalah konsumen yang pernah membeli makanan online menggunakan Go-Food di Kota Payakumbuh. Ukuran sampel pada penelitian ini berjumlah 125 responden. Teknik sampel yang digunakan pada penelitian ini adalah Purposive Sampling (Judgement Sampling). Teknik analisis data yang digunakan dalam penelitian ini menggunakan Analisis Regresi Linier Berganda. Pengolahan data dalam penelitian ini menggunakan software SPSS versi 25. Hasil dari penelitian menemukan bahwa adanya pengaruh signifikan Impulse Purchase Orientation, Quality Orientation, Brand Orientation, dan Online Trust terhadap Online Purchase Intention, serta menemukan bahwa adanya pengaruh yang tidak signifikan Online Purchase Experience terhadap Online Purchase Intention. Kata Kunci :Shopping Orientation, Online Trust, Online Purchase Experience, Online Purchase Intention

This study seeks to understand the specific factors on social media that help drive the intention to purchase fashion-related products, focusing on the central role of trust. The unique contribution of this research lies in its exploration of the interplay between perceived usefulness of the fashion brand's social media and peer communication on the fashion brand's social media in driving trust in the fashion brand's social media and, ultimately, purchase intention. Theoretically, we combine the technology acceptance model and consumer socialisation theory to explore the mediating role of trust in a rapidly expanding and growing industry sector. In surveying 150 Europeans to test our hypotheses around the aforementioned concepts, findings show that the perceived usefulness of a brand's social media is impacted by a set of atmospheric cues, and it influences the level of trust in both the fashion brand and its social media channels. Peer communication also influences perceived usefulness and level of trust in both the fashion brand and its social media channels. Trust in the brand but not its social media channels impacts purchase intention. The role of privacy concerns is limited in our model. We draw implications for theory around combining consumer socialisation theory and the technology acceptance model and for managers around parallel strategies to build different sets of trust on social media.

Electronic word-of-mouth (eWOM) is an important tool for getting useful information about a product or service. eWOM can appear in different forms like text-based, visual-based, mixture of text and visual etc. One of the important issues regarding eWOM that needs addressing from researchers is the credibility of eWOM. There are several aspects of an eWOM message that can have impact on its credibility. Although source and message content are considered the most widely used determinants of eWOM credibility, certain other aspects also need to be taken into consideration such as receiver factor and vehicle factor. Using the Uncertainty Reduction Theory (URT), the present study assessed the impact of source credibility, argument quality, confirmation with prior belief of receiver, receiver susceptibility to interpersonal influence and platform reputation on the credibility assessment of visual eWOM. Moreover, the study also investigated the impact of visual eWOM credibility on online purchase intention among Malaysian consumers. Using quantitative research design, data for the present study was collected from 384 samples with a structured survey questionnaire. Combination of online and personally administered paper-based survey was used to collect the data. Active users of internet having familiarity with online reviews were selected as the sample of the study. Relevant analyses were done by applying structural equation modelling (SEM) technique using AMOS. Results indicate that source of the eWOM and platform reputation of eWOM have significant impact on credibility assessment of visual eWOM. Moreover, further analysis also reveals that visual eWOM credibility has significant positive impact on online purchase intention. The results imply that individuals in Malaysia put greater importance on the credibility of the person giving the visual-based eWOM. Moreover, visual eWOM available on reputed websites are perceived as credible by the receivers. Finally, visual eWOM fo

Electronic word-of-mouth (eWOM) is an important tool for getting useful information about a product or service. eWOM can appear in different forms like text-based, visual-based, mixture of text and visual etc. One of the important issues regarding eWOM that needs addressing from researchers is the credibility of eWOM. There are several aspects of an eWOM message that can have impact on its credibility. Although source and message content are considered the most widely used determinants of eWOM credibility, certain other aspects also need to be taken into consideration such as receiver factor and vehicle factor. Using the Uncertainty Reduction Theory (URT), the present study assessed the impact of source credibility, argument quality, confirmation with prior belief of receiver, receiver susceptibility to interpersonal influence and platform reputation on the credibility assessment of visual eWOM. Moreover, the study also investigated the impact of visual eWOM credibility on online purchase intention among Malaysian consumers. Using quantitative research design, data for the present study was collected from 384 samples with a structured survey questionnaire. Combination of online and personally administered paper-based survey was used to collect the data. Active users of internet having familiarity with online reviews were selected as the sample of the study. Relevant analyses were done by applying structural equation modelling (SEM) technique using AMOS. Results indicate that source of the eWOM and platform reputation of eWOM have significant impact on credibility assessment of visual eWOM. Moreover, further analysis also reveals that visual eWOM credibility has significant positive impact on online purchase intention. The results imply that individuals in Malaysia put greater importance on the credibility of the person giving the visual-based eWOM. Moreover, visual eWOM available on reputed websites are perceived as credible by the receivers. Finally, visual eWOM fo

Penelitian ini bertujuan untuk mengetahui keterkaitan informativeness,entertainment, credibillity, perceived value of advertising terhadap online purchase intention pada iklan di instagram Rendang for Kids. Populasi pada penelitian ini adalah orang yang pernah melihat iklan di instagram UMKM Rendang for Kids. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah nonprobability sampling dengan menggunakan metode purposive sampling yaitu dengan kriteria atau karakteristik orang yang pernah melihat dan memiliki minat beli online pada iklan di instagram Rendang for Kids, dan berusia 17 tahun ke atas. Sampel penelitian ini yaitu sebanyak 100 orang. Pengolahan data pada penelitian ini dilakukan dengan menggunakan SmartPLS (Partial Least Square) versi 3.0 M3. Hasil penelitian menunjukkan bahwa informativeness tidak berpengaruh positif dan signifikan terhadap perceived value of advertising, entertainment berpengaruh positif dan signifikan terhadap perceived value of advertising, credibility berpengaruh positif dan signifikan terhadap perceived value of advertising, dan perceived value of advertising berpengaruh positif dan signifikan terhadap online purchase intention pada iklan di instagram Rendang for Kids Kata Kunci : Informativeness; Entertainment; Credibilit; Perceived Value of Advertising; Online Purchase Intention

Penelitian ini bertujuan untuk mengetahui keterkaitan informativeness,entertainment, credibillity, perceived value of advertising terhadap online purchase intention pada iklan di instagram Rendang for Kids. Populasi pada penelitian ini adalah orang yang pernah melihat iklan di instagram UMKM Rendang for Kids. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah nonprobability sampling dengan menggunakan metode purposive sampling yaitu dengan kriteria atau karakteristik orang yang pernah melihat dan memiliki minat beli online pada iklan di instagram Rendang for Kids, dan berusia 17 tahun ke atas. Sampel penelitian ini yaitu sebanyak 100 orang. Pengolahan data pada penelitian ini dilakukan dengan menggunakan SmartPLS (Partial Least Square) versi 3.0 M3. Hasil penelitian menunjukkan bahwa informativeness tidak berpengaruh positif dan signifikan terhadap perceived value of advertising, entertainment berpengaruh positif dan signifikan terhadap perceived value of advertising, credibility berpengaruh positif dan signifikan terhadap perceived value of advertising, dan perceived value of advertising berpengaruh positif dan signifikan terhadap online purchase intention pada iklan di instagram Rendang for Kids Kata Kunci : Informativeness; Entertainment; Credibilit; Perceived Value of Advertising; Online Purchase Intention

Introduction: In today's business environment in Bangladesh, social media has become an integral component of the marketing process. Social networking services are increasingly being used in various businesses throughout the world. By using a digital platform, e-commerce businesses may quickly reach a considerable number of Bangladeshi customers. Bangladesh's E-Commerce sector also provides the chance to interact with clients more efficiently and effectively by leveraging new technology. Purpose: The purpose of this research is to illustrate the concept of Digital Bangladesh, and its connection with consumers buying behavior, and how it is improving the online shopping patterns , and behaviors in Social Media. Methodology: The thesis is more inductive, providing descriptive information to the scientific findings and interpretation. A qualitative analysis approach was chosen for this thesis. This research follows the primary data collection mode and entirely based the research on the collected data. Findings: Social Media impact significantly every step of buyers in the overall buying behavior of consumers in Digital Bangladesh. The reasons are mainly because social media bring convenience to people, consumers can spend more time on it. Limitations: The limitation in this research indicates the massive, and significant possibilities the empirical testing of the main aptitude needs to exist in many contexts for the theory to have a strong balance.

Whether free returns create economic value for online retailers is a question of increasing importance. Using order-level data from an online fashion retailer in Sweden, we investigate the introduction of free returns for customers in Denmark starting November 1, 2017, but not for customers in Sweden, Norway, Finland, France, Germany, and the rest of Europe (the control group). Using difference-in-differences, with and without sample matching, the introduction of free returns increased the order bill by 54.95 Swedish Krona (SEK) (9.15%), product variety per order by 0.057 (8.74%), gross margin per order by 29.90 SEK (9.71%), and returns by 0.195 items per order (7.86%). This likelihood of increased returns was generally similar across different product categories. The findings are robust to parallel trends, event studies, placebo effects, alternative control groups (with Scandinavian countries, Sweden and Norway), country-time trends, and correlations between outcome variables. Based on back-of-the-envelope calculations, the cost of offering free returns is greater than the increase in gross profit driven by free returns. Though our results show that free returns may not be of short-term benefit, retailers must also consider the long-term strategic implications of free returns.

Previous research investigated factors affecting the intention of international tourists to use smartphone apps in online buying under normal conditions. However, this intention has not yet been examined under different circumstances and in sanction-ridden and crisis-affected destinations. Moreover, previous studies have not examined the differences between different generations using multiple group analysis (MGA) on how the intention of tourists using Smartphone apps affects their buying behavior when the control variables change. This study attempts to fill this gap by surveying 385 international tourists in Isfahan, Iran. This study has both theoretical and managerial implications and introduces directions for future research.

Introduction: In today's business environment in Bangladesh, social media has become an integral component of the marketing process. Social networking services are increasingly being used in various businesses throughout the world. By using a digital platform, e-commerce businesses may quickly reach a considerable number of Bangladeshi customers. Bangladesh's E-Commerce sector also provides the chance to interact with clients more efficiently and effectively by leveraging new technology. Purpose: The purpose of this research is to illustrate the concept of Digital Bangladesh, and its connection with consumers buying behavior, and how it is improving the online shopping patterns , and behaviors in Social Media. Methodology: The thesis is more inductive, providing descriptive information to the scientific findings and interpretation. A qualitative analysis approach was chosen for this thesis. This research follows the primary data collection mode and entirely based the research on the collected data. Findings: Social Media impact significantly every step of buyers in the overall buying behavior of consumers in Digital Bangladesh. The reasons are mainly because social media bring convenience to people, consumers can spend more time on it. Limitations: The limitation in this research indicates the massive, and significant possibilities the empirical testing of the main aptitude needs to exist in many contexts for the theory to have a strong balance.