Title: Purchase decision-making process using social capital: moderating effect of trustworthiness

Authors: Hanane Thamik; Jiang Wu

Addresses: Wuhan University, Wuhan, Hubei, 430072, China ' School of Information Management, Wuhan University, Room 509, Wuhan, Hubei, 430072, China

Abstract: Based on social capital theory, this study aims to examine the effect of social capital domains on an individual's learning and cognitive attitude which regulates decision-making to purchase. Individuals who socially interact with each other and share vision using social media are more likely to share their purchase recommendation, which cognitively motivates to make a purchase decision where trustworthiness among networks strengthen the relationship of social interaction, social vision and cognitive behaviour of an individual. With the help of latest literature, theoretical model and number of the hypothesis are built. Data was collected from 360 universities students who use social media to collect for information and knowledge and ask for a recommendation from their social capital, on which, they trust while purchasing products and services. AMOS-21 was used to perform statistical analysis, and where for moderation analysis, hierarchical regression method is used.

Keywords: social capital; trustworthiness; purchase decision-making; process; cognitive appraisal.

DOI: 10.1504/IJIEM.2020.104941

International Journal of Internet and Enterprise Management, 2020 Vol.9 No.3, pp.261 - 280

Received: 24 Jun 2018
Accepted: 08 Apr 2019
Published online: 07 Feb 2020 *

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