ANALYSIS OF THE IMPACT OF SOCIAL NETWORKS ON CUSTOMERS' DECISION TO BUY ONLINE: RESEARCH CONCEPT release_x3kgvqqdfjdqbcmbwthbxreasi

by Munther Amin Almandeel, A.I. Ukhova, I.P. Savelieva

Published in Vestnik Udmurtskogo universiteta. Èkonomika i pravo by Udmurt State University.

2020   Volume 30, p787-791

Abstract

The article discusses in detail the theoretical foundations of the development of Internet commerce and the factors influencing the decision to buy online from the point of view of the concept of Web 2.0. The authors have developed and substantiated the concept of marketing research aimed at studying the factors of social networks in making a purchase decision. In this case, the independent variables are factors such as customer support, information exchange, product rating, the dependent variable in the developed study is customer intention to purchase. To test the hypotheses formulated in the article, it is proposed to conduct a survey with a detailed study and justification of the factors that influence online purchases. This topic is undoubtedly relevant in modern market conditions.
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