Social interaction can influence a client’s purchase intentions
Social interactions indicate the inherent demand for human life. The interactive function provides a place where individuals communicate to create social and trade through communication. Currently, more commercial online retailers use platforms like Instagram and Facebook, where they have increased marketing strategies, which increases the competition for offline retailers, who rely on the word of mouth that is emphasis centered. This study’s aim is to understand the extent to which social interaction can build trust and intimacy, which leads to the overall significance of shopping experiences. It also focuses on how uncertainty causes perceived risks where communication with users sways their decision to make purchases.
Conceptual framework
Cultural dimension social interaction
Using the social interaction theory it states that social interaction is the motivation of behavior. In the offline retailing environment, the traders that benefit the most are those that have direct access to the clients. Various ways of interaction maximize the effectiveness of marketing using word of mouth. To increase their growth, retailers must use social interaction ways that focus on the issue of how consumers‘ ultimate purchase intentions can be improved. Through the use of social interactions to instill and enhance the risk perceptive, intimacy, and trust in clients, retailers can deter their intentions.
The cultural dimension theory is essential in this area since it states that a person’s cultural disparities are the critical reasons for different behaviors in humans. Uncertainty evasion is a cultural behavior in which a person has a degree of fear when faced with the decision-making doubt, which increases the perceived risk. Retailers have to create some situations where they can build the clients’ trust because suspicion can cause a person to avoid any new ideas or behaviors.
The literature review of this study answers two questions, which include, how does trust influence the client’s purchase intentions? How does intimacy influence consequent purchase intention? Empirical analysis suggests that intimacy between users has a significant effect on information interest. The close connection among community members increases the regularity of information exchange, which forms a well-versed perceived social network centrality. This emotion intensity enhances the use of emotional and social participation in social services hence developing the willingness to buy commodities recommended by associates. Intimacy can improve purchase intentions since the product suggestion improves its credibility and authenticity.
In social interactions, trust affects a person’s reception and intention of information received. Consumers tend to suffer from information asymmetry since retailers usually provide them with added facts about a product. This process confuses the client and creates suspicion about the authenticity of the products. When retailers directly communicate with a customer, they build a level of trust which impact positive intentions in making purchases. Empirical evidence asserts that consumers have varying trust levels in friends, exerts, and reviewers. This level of trust determines the consumers’ decision to make the purchase. Trust and intimacy among users create emotional support factors that influence the users’ behaviors towards specific ideas.
Data collection was done through the quantitative and qualitative methods where there was the use of random surveys and interviews with various individuals exposed to the retail business or have personal selling experiences. There were also experiment conducted on a controlled environment where observations were used to follow social interaction strategies where customers change their minds to make purchases.
The analysis is the procedure of transforming all the obtained data into useful data and then getting a definite conclusion about the data. The analysis process also includes examining the data and building relationships of different data types with each other. The quantitative data generated were subjected to the descriptive Statistics feature in SPSS to create a mean, median, mode, standard deviation, and variance, which was presented using tables, frequencies, and percentages. Qualitative data from the respondents were analyzed using content analysis. The responses collected from the questionnaires were checked for completeness and consistency, and where errors were detected, necessary cleaning was done.
The weakness in the data may be that participants respond depending on their considered desirable in their social norms. The strength of the data is the experiments provide descriptive research based on real experiences.
There is adequate information in the library where books and journals can be used to contain, which can be used by the research. This project is related to the course syllabus and modules since the study identifies ways retailers can entice their customers.
The study involved ethical considerations where all facts were generated from the respondents’ informed decisions, and there was the maintenance of confidentiality regarding the participants.
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