The Interaction Effect of Comprehensiveness Between Social Media and Online Purchasing Intention in Jordanian Pharmacies

Authors

  • Jassim Ahmad Al-Gasawneh Applied Science private University (ASU)
  • Mahmoud Hussein Al-Wadi The Middle East university
  • Belal Mahmoud Al-Wadi LEVENBERT for Studies and consulting - Sultanate of Oman
  • Bandar Ersan Alown UNISA
  • Nawras M Nuseirat Applied science private university

DOI:

https://doi.org/10.3991/ijim.v14i15.15501

Keywords:

social media, comprehensiveness, online shopping Intention, Jordan, pharmacies

Abstract


This empirical paper examined the moderating role of comprehensiveness between social media and online shopping intention among customers of Jordanian pharmacies. Technology acceptance model (TAM) and the theory of planned behaviour (TPB) were the applied theories in this study. Data were collected from potential customers using a survey questionnaire. A total of 198 usable questionnaires were obtained and the data were analyzed. Partial least squares structural equation modeling (PLS-SEM) was used in the outcome examination. The results show a positive impact of social media on online shopping intention. Further, comprehensiveness moderated the relationship strengths between social media and online shopping intention. This paper finds that focusing on social media strategies such as adopting intimacy, decreasing the perceived risk, and increasing trust could motivate online shopping among customers. Pharmacies in Jordan may consider these findings and achieve them by providing more comprehensive information in their advertisement and announcement.

Author Biographies

Jassim Ahmad Al-Gasawneh, Applied Science private University (ASU)

Assistant professor in Marketing at applied sience private university

Mahmoud Hussein Al-Wadi, The Middle East university

Vice president and Dean of Business school at the Middle East university

Belal Mahmoud Al-Wadi, LEVENBERT for Studies and consulting - Sultanate of Oman

Dr. assistant professor- learning and development consultant LEVENBERT for Studies  and consulting - Sultanate of Oman

Bandar Ersan Alown, UNISA

PhD at the accounting department at UNISA

Nawras M Nuseirat, Applied science private university

Assisant professor in marketing

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Published

2020-09-11

How to Cite

Al-Gasawneh, J. A., Al-Wadi, M. H., Al-Wadi, B. M., Alown, B. E., & Nuseirat, N. M. (2020). The Interaction Effect of Comprehensiveness Between Social Media and Online Purchasing Intention in Jordanian Pharmacies. International Journal of Interactive Mobile Technologies (iJIM), 14(15), pp. 208–221. https://doi.org/10.3991/ijim.v14i15.15501

Issue

Vol. 14 No. 15 (2020)

Section

Papers