The Moderating Role of Cultural Values in The Acceptance Model of Social Media Marketing Messages

ABSTRACT

Consumers are most likely to form many different judgments (attitudes) when they receive social media marketing messages. Eventually, These judgments will turn into positive or negative intentions that consumers form toward the product or service, resulting in the actual online purchase on social media. Moreover, literature proposed that consumer attitude is subject to cultural values differences; very few studies have studied the role of cultural values in this context. This study suggested a conceptual model in which technology acceptance factors directly affect online purchase intention in social media and indirectly through the mediating role of attitude. Further, the relationship between technology acceptance factors and attitude is moderated by cultural values. The results validated the direct and indirect relationships between technology acceptance factor, attitude and online purchase intention in the context of social media. Further, Security, ease of use, subjective norms and perceived behavioural control moderate the relationship between perceived usefulness and attitude. Meanwhile, Conformity moderates the relationship between perceived usefulness, perceived behavioural control and attitude; while it does not moderate the relationship between perceived ease of use, subjective norms and attitude.

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