Internet purchase decision: An analysis from time of social media use and interactive with brand

Abstract

Several variables that can motivate or inhibit a purchase decision in e-commerce still deserve investigation. In this article, we specifically analyze the influence of the perception of time of use in social media and the level of interactivity with the brand on declared online purchases. The research was conducted with 99 questionnaires completed by social media users through the snowball method. From multiple linear regression models two research hypotheses were tested. The results provide strong evidence that the degree of interactivity with the brand with positive and significant influences declared in online purchases. We also verified that the perception of time of use in social media does not affect the purchase process. These results further the understanding of the potential factors that explain online shopping behavior, which is the main contribution of this paper.