Research Article

Influence of Social Networking Sites on Online Purchase Behaviour: Mediating Role of Consumer Purchase Intention: A Pilot Test

Asiya Usman Maude1*, Ahmad Audu Maiyaki2, Mukhtar Shehu Aliyu3
1 Department of Business Administration & Entrepreneurship, Bayero University, Kano
2 Department of Business Administration and Entrepreneurship, Bayero University, Kano, Nigeria
3 Bayero University Kano
* Corresponding author: asiyamaude@gmail.com
Published: Apr, 2022
DOI: 10.67894/bbr.2022.a4tydig5
Pages: 91-103
Views: 14
Downloads: 5

Abstract

The purpose of this study is to investigate the influence of social networking sites on online purchase behaviour regarding masters’ students of Dangote Business School Bayero University Kano. Survey research design is adopted and Quantitative method of data collection and analysis was used. Thus, a structured questionnaire based on Five -point scale Likert-type scale also adapted from different sources after testing its reliability and validity and following data regularity were analyzed with small sample data with cooperation of PLS path modelling using Smart PLS 3.3 M3 software employed to ascertain the internal consistency reliability and construct validity of the constructs used in the pilot study the result was calculate the average variance extracted and the composite reliability coefficients, meanwhile, assessment of discriminant validity value of Heterotrait Monotraits ( HTMT) is below 0.90, has been established between reflective constructs

Keywords

Social Networking Site Online Purchase Behaviour Consumer Purchase Intention Pilot Test

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How to Cite

Maude, A. U., Maiyaki, A. A., & Aliyu, M. S. (2022). Influence of Social Networking Sites on Online Purchase Behaviour: Mediating Role of Consumer Purchase Intention: A Pilot Test. Bayero Business Review, 6(1), 91-103. https://doi.org/10.67894/bbr.2022.a4tydig5

A. U. Maude, A. A. Maiyaki, and M. S. Aliyu, "Influence of Social Networking Sites on Online Purchase Behaviour: Mediating Role of Consumer Purchase Intention: A Pilot Test," Bayero Business Review, vol. 6, no. 1, pp. 91-103, April 2022. doi: 10.67894/bbr.2022.a4tydig5

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