Conceptual framework

Conceptual framework

The study aims at understanding the role of social networks in influencing the purchasing decision of online consumers. So as to conduct the study, a proposed conceptual framework that includes interlinked concepts helps to understand the phenomenon. The proposed conceptual framework aims at illustrating the process that consumers follow in the online purchase and the social networks factors that consumers consider that influence their purchasing decision. The conceptual framework brings elements from two different areas of literature so as to combine the advantages and also reduce the drawbacks of each. Constructing the proposed framework considered the components of the social networks and the online purchasing decision process. For an individual to decide to buy a product online, social networks tend to play a variety of roles. The individual also considers various aspects involved in the purchasing process. Therefore, the reviews, opinions, comments and recommendations provided on the social media sites will determine if the consumer will purchase the product online. Also, the online purchase experience, trust and confidence, and after-purchase needs are contributing factors that consumers consider before they can make a purchasing decision.

Kubacki’s conceptual framework (2014) tends to provide the backbone of the process. The model provides the necessary foundation and considers the different factors that consumers view before they can consider making a purchase. According to Kubacki (2014) consumers use the different social networking sites to see reviews by other users, their comments, ranks, recommendation, and also share ideas. Consumers can use the comments and reviews on the social sites to make decisions on whether they will buy the product or not. Although consumers do not only consider the reviews, comments, and recommendations provided by other users, they also want to know the reliability and accuracy of the website. Lee’s model of online purchase describes the factors that influence an online purchase. According to Lee (2002) consumers normally identify the reliability of the company, accuracy of information, and also the quality of products that they provide for conducting information search. Consumers will also look at a variety of product offering and compare prices and finally evaluates the after purchase needs such as the return policy and fast delivery. Social networks allow consumers to be able to obtain all this information, which helps consumers in making their online purchasing decision.

Therefore, combining the two models helped in coming up with one conceptual model that will help to understand the phenomena of the role of social media in influencing consumer’s online purchasing decision. Lee (2002) states that understanding the process of purchasing decision-making in online shopping is essential and can provide guidance on how social media affects the decision-making process.

Online purchase and social networking model (Lee, 2002 and Kubacki, 2014)

Building confidence and trust

When making a decision, there is a need to have confidence and trust. Therefore, in this phase, the consumer normally identifies the reliability of the site, the quality of services and products offered, and accuracy of information through conducting information search. The consumer focus on examining issues connected to the website brand name, credibility, privacy, security, and reliability.

Online purchase experience

In the second phase, it involves the act of purchasing. It is a phase where the consumer browse for the products offered while comparing prices. The phase involves searching facilities, payment modes, usability, convenience, and convenience. The online purchase experience is an essential stage in online decision-making because depending on the purchasing experience, the consumer can be able to make his decision on whether to the website will manage to meet his or her needs.

After-purchase needs

The last phase in online purchase decision-making relates to the guarantee, delivery, and return policy. The phase is about the terms and conditions. The consumer wants to know their right to full refund when they cancel a purchase made online, the delivery time, and the availability of a product warranty. Lee’s model helps in increasing the consumer’s trust and will lead to more online purchase.

Reviews and opinions

Consumers normally follow brands on social media so as to provide feedback, learn more about products and services, and also make purchases. Consumers tend to be very cautious with their spending and before making any purchasing decision, consumers tend to look for reviews and opinions of others (Guo et al. 2012). The reviews and opinions from other users on the website can make a consumer feel more confident when making a purchasing decision. The reviews on the social media sites may influence the decision of a consumer to make an online purchase either positively or negatively. If the consumer reads positive reviews by others users on the company’s site, they may consider a decision to continue and make the purchase. Online consumers tend to seek input from others before buying and providing their opinions to online communities (Bilgihan et al. 2015). As a result, the purchase tends to reflect collective input from different sources.

Recommendation

In social media, users can be able to share links and recommend their friends to consider a certain decision. Recommendations are a number one driver of consumer purchase decision in every stage of the purchase cycle. According to Zhang & Zhu (2010) recommendations tend to be the number one factor in the purchase cycle from becoming aware of the product to the actual purchase decision. In social media, the recommendations from friends and family may influence a consumer’s decision to purchase a product.

Ranking

The online rating tends to be a powerful influencer of buying decision for most shoppers across all channels. Ranking of a product on social media is a form of electronic word of mouth that a consumer puts into consideration when deciding to make a purchase (Bilgihan et al. 2015). Consumers tend to prefer the online ratings over the advice from the store employees. Rating of products on the social media is a factor that influences the consumer decision making. Rating tends to influence the value perception and quality.

Content

Content is easy to spread through social media, and it can make consumers act in a specific way. On social media, people may post content regarding a product, which social media users may easily access. The content on the social media site will determine whether the user will find it important to go ahead and make a purchase decision. Content need to be relevant to the consumer’s preferences and needs. On social media, the opinions may be from experts and some from users. The expert content tends to be the most effective source of information that impacts consumers along the stages of purchasing process across products. Thus, consumers are more likely to trust the expert information that they post on social media when they are making a purchasing decision.

Reference

Cui, G., Lui, H. K., & Guo, X. (2012). The effect of online consumer reviews. International Journal of Electronic Commerce, 18(2), 47-58.

Kageyama, Y Barreda, A & Bilgihan, A (2015). The role of trust in creating positive word of mouth and behavioral intentions. Journal of Relationship Marketing, 14(1)

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