THE IMPACT OF SOCIAL MEDIA ON ONLINE PURCHASING BEHAVIOUR OF CONSUMERS: AN EMPIRICAL STUDY OF YOUTH IN WEST BENGAL, INDIA

Abstract

The purpose of this research is to investigate the impact of social media on online purchasing behaviour of consumers and the intention to purchase through online in West Bengal, India. To achieve this purpose, a questionnaire was used as an instrument to gather primary data from individuals of West Bengal using non-probability convenience sampling. Total numbers of responses collected using online questionnaire from individuals were 370 from 100 million individuals residing in West Bengal, India.

Factor analysis is used to indicate intercorrelations of independent variables and dependent variables. The KMO value of variables indicated 0.890 which is in the meritorious category and the findings indicate that there is significant relationship between behavioural factors of societal influence, product preference, variety availability, convenience and consumer’s purchasing intention through online. Multiple regression analysis and Correlation shows that societal influence, product preference, variety availability, convenience have positive significant influence on consumer’s purchasing intention through online. According to multiple regression analysis 71% individual’s purchasing intention through online by the impact of social media can be explained by societal influence, product preference, variety availability and convenience in West Bengal, India. Furthermore, recommendation for future study is provided in this research.