The Mediating Role of Advertisement in the Relationship Between Social Media and Online Risk and its Effect on Online Shopping Habits

Document Type : Research Paper

Authors

1 Department of Mass Communication, Ahmadu Bello University, Zaria, Nigeria

2 Faculty of Applied Social Sciences, Faculty of Applied Social Sciences, Universiti Sultan Zainal Abidin, Malaysia

3 Faculty of Management Sciences, Faculty of Management Sciences, Abubakar Tafawa Balewa University, Nigeria

4 Faculty of Management Sciences, Abubakar Tafawa Balewa University, Nigeria

5 Faculty of Languages and Communication, Universiti Sultan Zainal Abidin, Malaysia

Abstract

The invention of web 2.0 and the advancement of information and communication technology have provided consumers and businesses with the opportunity to utilise online transactions. The Internet is an essential tool for doing online shopping. Despite the importance and popularity of online shopping, most Nigerian consumers largely depend on conventional shopping rather than online shopping due to their resistance to online shopping habits. In Nigeria, few studies have examined the effect of advertising, social media and online risk on online shopping habit. Thus, this study aimed to investigate the mediating role of advertising in the relationship between social media and online risk and its effect on online shopping habits in Nigeria.  A self-administered questionnaire was used to collect data from 375 respondents using a purposive sampling technique. Structural equation modelling was used to analyse and evaluate the hypotheses (SEM-AMOS). The results show that online risk and advertising had an insignificant direct effect on online shopping habits. Moreover, the study result showed that social media has a statistically significant and direct effect on online shopping. While advertising partially mediates the relationship between online risk and online shopping habits, it fully mediates the relationship between social media and online shopping habits. The findings of this research can contribute to the existing literature. Practically, results obtained from this research can help Nigerian online firms and consumers to understand the effect of advertising, social media and online risk on online shopping habits.

Keywords

Main Subjects


Article Title [فارسی]

نقش میانجی تبلیغات در رابطه بین رسانه های اجتماعی و ریسک آنلاین و اثر آن بر عادتهای خرید آنلاین

Authors [فارسی]

  • قریبو یحیی ناسیدی 1
  • محمد فاضل احمد 2
  • مرتلا گاربا 3
  • عثمان احمد حافظ 4
  • عیسیاکو حسن 5
1 گروه ارتباطات جمعی، دانشگاه احمدو بلو، زاریا، نیجریه
2 دانشکده علوم اجتماعی کاربردی، دانشگاه سلطان زین العابدین، مالزی
3 دانشکده علوم مدیریت، دانشگاه ابوبکر تافاوا بالوا، نیجریه
4 دانشکده علوم مدیریت، دانشگاه ابوبکر تافاوا بالوا، نیجریه
5 دانشکده زبانها و ارتباطات، دانشگاه سلطان زین العابدین، مالزی
Abstract [فارسی]

ابداع وب 2.0 و پیشرفت فناوری اطلاعات و ارتباطات فرصتی برای مصرف کنندگان و کسب و کارها ایجاد کرده است تا از معاملات آنلاین استفاده کنند. اینترنت ابزاری اساسی برای انجام خریدهای آنلاین است. علی رغم اهمیت و محبوبیت خرید آنلاین، اکثر مصرف کنندگان نیجریه ای بیشتر بر خرید سنتی متکی هستند تا خرید آنلاین. دلیل این مسئله مقاومت آنها در برابر عادتهای خرید آنلاین است. تحقیقات معدودی در نیجریه به اثر تبلیغات، رسانه های اجتماعی، و ریسک آنلاین بر عادتهای خرید آنلاین پرداخته اند. به همین خاطر، این مطالعه به منظور بررسی نقش میانجی تبلیغات در رابطه بین رسانه های اجتماعی و ریسک آنلاین و اثر آن بر عادتهای خرید آنلاین در نیجریه انجام شده است. با استفاده از یک پرسشنامه توزیع شده توسط نویسندگان، داده ها از 375 پاسخ دهنده جمع آوری شد تا فرضیه های تحقیق از طریق تحلیل معادلات ساختاری در بستر نرم افزار آموس مورد تحلیل و ارزیابی قرار گیرد. نتایج نشان داد که ریسک آنلاین و تبلیغات اثر مستقیم اما غیرمعناداری بر عادتهای خرید آنلاین دارند. به علاوه، این مطالعه نشان داد که رسانه های اجتماعی اثری مستقیم و معنادار بر خرید آنلاین دارند. اگرچه تبلیغات اثر میانجی نسبی بر رابطه بین ریسک آنلاین و عادت های خرید آنلاین دارد، اما اثر میانجی آن بر رابطه بین رسانه های اجتماعی و عادت های خرید آنلاین کامل است. یافته های این تحقیق می تواند آورده هایی برای پیشینه تحقیقاتی موجود در این زمینه داشته باشد. از نظر عملی، نتایج به دست آمده از این تحقیق می تواند به شرکت ها و مصرف کنندگان آنلاین نیجریه ای کمک کند تا اثر تبلیغات، رسانه های اجتماعی، و ریسک آنلاین را بر عادت های خرید آنلاین بهتر درک کنند. 

Keywords [فارسی]

  • تبلیغات
  • ریسک آنلاین
  • خرید آنلاین
  • عادت خرید
  • رسانه های اجتماعی
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