The Impact of Social E-Commerce on Consumer Purchase Intention and Brand Image with a Moderating Role of Gender.

Abstract

This t~1esis is ~ detailed analysis of the overall impact of e-commerce on consumer purchase ~nte~1tio~ and brand Image with a moderatmg role of gender. Whether gender roles have an fluence on the mclmatlon to purchase. The objective is to understand this concept through research methodologies lamed previously during our business education. Tlu·ough this research paper, it will become possible to assess the importance of this factor becoming an influence while companies are setting up their target segments. A set of two hundred and two people were chosen to gather data, cany out an analysis using research methodologies and conclude on a statement that represents a behavioral pattem. Based on assumption and research work done previously, four hypotheses were famed which were tested against the data collected during this study research period. The collected data is run tJu·ough SPSS, a remarkable research platfonn. Out of the four hypotheses, tlu·ee were accepted, however, the fact that gender moderates the relationship will be stronger for female than men was rejected as the date did not supp01t this argument. According to the research social e-commerce has positive impact on purchase intention, it also has a positive impact on brand image, and it proved that gender moderates the relationship between social ecommerce and brand image in such a way that the relationship will be stronger for females than men. I While the results of the study contributed to understanding social e-commerce trade, a great number of r constraints were also faced during the research. But it is to recognize that the findings add up to the social media literature as well as provide us with a realistic guidance