Investigating value, loyalty, and trust as determinants of purchase intention on the Pinterest social media network Online publication date: Thu, 15-Apr-2021
by Beheruz N. Sethna; Sunil Hazari; Cheryl O'Meara Brown
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 12, No. 2, 2021
Abstract: This paper makes a contribution in the investigation of constructs of value, loyalty, and trust as determinants of purchase intention on the Pinterest social media network, and shows gender variations in engagement and use of Pinterest, relative to other social media. Using the Pinterest social media network, the specific purpose of this study is to investigate constructs of value, loyalty, trust, and the impact of these constructs on purchase intention. Data were gathered from a sample of 357 respondents in the Southeast USA. Constructs of value, loyalty, and trust were tested with good Cronbach alpha results, and found to be determinants of purchase intention. Females had significantly higher scores on these constructs. Engagement varied significantly among social media. Among those with significant gender differences, females had higher engagement, with Pinterest showing the largest relative female-male difference.
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