Social Influences Affecting on Purchase Intentions of a Business Software Operated through a Smartphone Operation System in Bangkok Metropolitan Region
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Abstract
The purpose of this study was to examine the impact of social influence on performance expectations, trust and purchase intent among entrepreneurs using smartphone applications. Qualitative data were obtained from in-depth interviews with six key informants. Quantitative data were collected from a questionnaire of 400 entrepreneurs using the smartphone program through nonprobability sampling and judgmental sampling. The structural equation model (SEM) was analyzed with package software.
The results showed that social influence positively affected expectations, performance, and trust, but was no statistically significant direct impact on purchase intention at a low level. Performance expectations had a positive impact on trust and purchase intention. Trust had a statistically insignificant positive effect on purchase intent at low levels.
Due to the COVID-19 outbreak situation during the research period, contact with entrepreneurs was difficult and there were many obstacles as conditions for data collection.
In the academic recommendations, this research used three key parameters for research in business and technology: social influence, performance expectations, and trust. All three variables were derived from literature reviews and related academic journals for interested parties to study in order to increase work efficiency and further business development.
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