Malaysia Consumer Purchase Intention in Social Commerce: Unravelling the Moderating Impact of Hedonic Motivation

Social Commerce industry involves the use of social media platforms such as Facebook, Tiktok, Instagram, etc. to market and sell products and services. To this, the purpose of this research is to determine the relationship between Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TA...

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Main Author:	Kumaresan, Kumaran
Format:	Thesis
Language:	English English English
Published:	2024
Subjects:	HF Commerce Z719 Libraries (General)
Online Access:	http://ir.unimas.my/id/eprint/44970/3/DSVA_Kumaresan.pdf http://ir.unimas.my/id/eprint/44970/4/Thesis%20MSc_Kumaresan%20-%2024%20pages.pdf http://ir.unimas.my/id/eprint/44970/5/Thesis%20MSc_Kumaresan.ftext.pdf
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id	my-unimas-ir.44970
record_format	uketd_dc
spelling	my-unimas-ir.449702024-06-19T03:55:42Z Malaysia Consumer Purchase Intention in Social Commerce: Unravelling the Moderating Impact of Hedonic Motivation 2024-08 Kumaresan, Kumaran HF Commerce Z719 Libraries (General) Social Commerce industry involves the use of social media platforms such as Facebook, Tiktok, Instagram, etc. to market and sell products and services. To this, the purpose of this research is to determine the relationship between Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM) elements towards consumer purchase intention with the moderating role of hedonic motivation. This hedonic motivation moderates the relationship between the elements of TPB and TAM and consumer purchase intention. The elements that have been included in TPB theory are such as attitude, subjective norm, and perceived behavioural control while elements that have been included in the TAM model are such as perceived ease of use and perceived usefulness. Adopting quantitative methods, data collection was conducted on a sample of 500 respondents that been distributed through survey of online to consumer or people that reached the survey that been shared. For the statistical analysis of this study, software such as SPSS 26.0 and Smart PLS 3.0 were utilized. The findings revealed that five out of ten of the proposed hypotheses were found to be supported for both direct and indirect relationship. The discoveries of the current study contributed to the scholars and practitioners by equipping valuable information supported evidence on the impact of hedonic motivation as moderating in social commerce towards consumer purchase intention. Universiti Malaysia Sarawak 2024-08 Thesis http://ir.unimas.my/id/eprint/44970/ http://ir.unimas.my/id/eprint/44970/3/DSVA_Kumaresan.pdf text en staffonly http://ir.unimas.my/id/eprint/44970/4/Thesis%20MSc_Kumaresan%20-%2024%20pages.pdf text en public http://ir.unimas.my/id/eprint/44970/5/Thesis%20MSc_Kumaresan.ftext.pdf text en validuser masters Universiti Malaysia Sarawak Faculty of Economics and Business
institution	Universiti Malaysia Sarawak
collection	UNIMAS Institutional Repository
language	English English English
topic	HF Commerce Z719 Libraries (General)
spellingShingle	HF Commerce Z719 Libraries (General) Kumaresan, Kumaran Malaysia Consumer Purchase Intention in Social Commerce: Unravelling the Moderating Impact of Hedonic Motivation
description	Social Commerce industry involves the use of social media platforms such as Facebook, Tiktok, Instagram, etc. to market and sell products and services. To this, the purpose of this research is to determine the relationship between Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM) elements towards consumer purchase intention with the moderating role of hedonic motivation. This hedonic motivation moderates the relationship between the elements of TPB and TAM and consumer purchase intention. The elements that have been included in TPB theory are such as attitude, subjective norm, and perceived behavioural control while elements that have been included in the TAM model are such as perceived ease of use and perceived usefulness. Adopting quantitative methods, data collection was conducted on a sample of 500 respondents that been distributed through survey of online to consumer or people that reached the survey that been shared. For the statistical analysis of this study, software such as SPSS 26.0 and Smart PLS 3.0 were utilized. The findings revealed that five out of ten of the proposed hypotheses were found to be supported for both direct and indirect relationship. The discoveries of the current study contributed to the scholars and practitioners by equipping valuable information supported evidence on the impact of hedonic motivation as moderating in social commerce towards consumer purchase intention.
format	Thesis
qualification_level	Master's degree
author	Kumaresan, Kumaran
author_facet	Kumaresan, Kumaran
author_sort	Kumaresan, Kumaran
title	Malaysia Consumer Purchase Intention in Social Commerce: Unravelling the Moderating Impact of Hedonic Motivation
title_short	Malaysia Consumer Purchase Intention in Social Commerce: Unravelling the Moderating Impact of Hedonic Motivation
title_full	Malaysia Consumer Purchase Intention in Social Commerce: Unravelling the Moderating Impact of Hedonic Motivation
title_fullStr	Malaysia Consumer Purchase Intention in Social Commerce: Unravelling the Moderating Impact of Hedonic Motivation
title_full_unstemmed	Malaysia Consumer Purchase Intention in Social Commerce: Unravelling the Moderating Impact of Hedonic Motivation
title_sort	malaysia consumer purchase intention in social commerce: unravelling the moderating impact of hedonic motivation
granting_institution	Universiti Malaysia Sarawak
granting_department	Faculty of Economics and Business
publishDate	2024
url	http://ir.unimas.my/id/eprint/44970/3/DSVA_Kumaresan.pdf http://ir.unimas.my/id/eprint/44970/4/Thesis%20MSc_Kumaresan%20-%2024%20pages.pdf http://ir.unimas.my/id/eprint/44970/5/Thesis%20MSc_Kumaresan.ftext.pdf
_version_	1804888437128429568

Malaysia Consumer Purchase Intention in Social Commerce: Unravelling the Moderating Impact of Hedonic Motivation

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