Predictive Factors of Purchase Behaviors on Facebook
Abstrak
Facebook, as a social networking platform, has become a significant marketing tool, serving both as an advertising medium and a sales channel. Considering the diversity in the purchasing behaviors of users, this research aimed to identify patterns that can be used to predict buyer types on Facebook. In order to effectively determine the relevant variables and predictors influencing buyer behavior on this platform, data were collected through a survey administered to 663 participants. Accordingly, an exploratory factor analysis was first conducted, followed by a multimodal logistic regression. The obtained results led to the acceptance of two out of the four proposed hypotheses. Based on the observations made, the majority of the demographic variables were found to be poor predictors of buyer type except for perceived security and responsiveness to advertising. These variables were observed to be strong predictors, significantly influencing the categorization of buyers within the Facebook environment.
Topik & Kata Kunci
Penulis (5)
Yezid Alfonso Cancino Gómez
Pedro Mauricio Torres Duque
Laima Catherine Alfonso Orjuela
Lugo Manuel Barbosa Guerrero
Jairo Jamith Palacios Rozo
Akses Cepat
- Tahun Terbit
- 2025
- Sumber Database
- DOAJ
- DOI
- 10.14716/ijtech.v16i3.6432
- Akses
- Open Access ✓