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Factors Influencing Social Media Purchases among Uzbekistan Consumers: A Focus on Korean Brands

한방울|사둘라에바 자르니고르
한국디지털무역연구소 (Korea Digital Trade Research Institute)|2024.08|디지털무역리뷰 (Digital Trade Review)|제22권 제3호|pp. 1-27|DOI 10.17255/etr.22.3.202408.1

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소셜 미디어Social MediaTheory of Planned Behavior계획행동이론우즈베키스탄Uzbekistan구매 의도Purchase IntentionsKorean Brands한국 브랜드

초록

Drawing on the theory of planned behavior, this study examines factors influencing Uzbekistan consumers’ purchase intentions for Korean brands on social media. The data were collected via a structured questionnaire. The relationships among the variables were analyzed using multiple regression techniques in the Statistical Package for the Social Sciences (SPSS). Our results indicate that favorable views of social media advertising, appealing and engaging platforms, social pressure from significant others, and perceived behavioral control positively influence Uzbek consumers’ purchase intentions for Korean brands. By identifying important factors that influence social media users’ purchase intentions for foreign brands in the context of a Central Asian country, the findings contribute to the international business literature. This study also provides practical insights for global marketing managers on effectively leveraging social media to influence consumers in emerging markets.

Abstract

Drawing on the theory of planned behavior, this study examines factors influencing Uzbekistan consumers’ purchase intentions for Korean brands on social media. The data were collected via a structured questionnaire. The relationships among the variables were analyzed using multiple regression techniques in the Statistical Package for the Social Sciences (SPSS). Our results indicate that favorable views of social media advertising, appealing and engaging platforms, social pressure from significant others, and perceived behavioral control positively influence Uzbek consumers’ purchase intentions for Korean brands. By identifying important factors that influence social media users’ purchase intentions for foreign brands in the context of a Central Asian country, the findings contribute to the international business literature. This study also provides practical insights for global marketing managers on effectively leveraging social media to influence consumers in emerging markets.

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