UGC Approved Journal no 63975

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 8 Issue 7
July-2021
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

7.95 impact factor calculated by Google scholar

Unique Identifier

Published Paper ID:
JETIR2107711


Registration ID:
313218

Page Number

f706-f730

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Title

A study on the customer purchase psychology in the retail start-up based on Instagram and Facebook

Abstract

Objective: The study examines new Indian apparel brands on Instagram and Facebook marketing efforts from four perspectives: Purchase Intention, Customer Psychology, Perceived Ease of Use, Consumer Trust, Fashion involvement, and Perceived Usefulness (PU). Design/ Methodology/Approach: This research study employed purposive sampling method for data collection. The questionnaire was shared to all the participants who are aware and experienced in online shopping on Instagram and Facebook. The data was analysed using SPSS. Result: It has been found that Fashion Involvement is given the utmost importance by the customers. Conclusion: The study revealed that first most used social media is Instagram and then comes Facebook. The study also found that Fashion Involvement has been the prime factor that influenced people among the respondent age group to purchase from online social media startup. The study also found that the customers of social media startups give more importance to trust and security. The study exhibits that the customers of social media startups purchasing apparels online know that there is potential risk in using the social media platform but still they believe and they are confident that security measurements are offered by the shopping platform.

Key Words

Social Media (Instagram &Facebook) use, Purchase Intention, Customer Psychology, Perceived Ease of Use, Consumer Trust, Fashion involvement, and Perceived Usefulness (PU)

Cite This Article

"A study on the customer purchase psychology in the retail start-up based on Instagram and Facebook", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 7, page no.f706-f730, July-2021, Available :http://www.jetir.org/papers/JETIR2107711.pdf

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"A study on the customer purchase psychology in the retail start-up based on Instagram and Facebook", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 7, page no. ppf706-f730, July-2021, Available at : http://www.jetir.org/papers/JETIR2107711.pdf

Publication Details

Published Paper ID: JETIR2107711
Registration ID: 313218
Published In: Volume 8 | Issue 7 | Year July-2021
DOI (Digital Object Identifier):
Page No: f706-f730
Country: -, -, India .
Area: Engineering
ISSN Number: 2349-5162


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