Moderating Effect of Culture on Consumers’ Usage of Social Networks and Its’ Impact on Online Purchase Intentions

This research explored the relationship between Perceived Usefulness and Perceived Ease of the use of Social Network and their impact on Online Purchase Intention moderated by Culture. The data of 384 consumers of online stores belonging to Karachi, Pakistan were taken thorough questionnaire and was analyzed using Structural Equation Modelling to identify the relationship between the said variables and the moderating effect of culture. The study found positive impact of perceived usefulness and perceived ease of use of social media use for online purchase intention. It also proved the moderating role of culture between use of social media and buying behavior. Thus, culture plays positive effect in influencing buying behavior through perceives usefulness and perceives ease of use. Keywords: Perceived Usefulness, Perceived Ease of Use, Online Purchase Intention, Culture, SEM, Pakistan DOI: 10.7176/JMCR/55-04 Publication date: April 30th 201