Social Presence On Purchase Behaviour : Scale Development And Validation

Abstract

Social presence is the sense of being with others in a social networking platform. Purchase behaviour is the decision processes and acts of people involved in purchasing, repurchasing and using products. The purpose of this paper is to develop a scale to measure social presence influence on purchase behaviour. The scale developed has shown a strong internal consistency, reliability, and has remained consistent across different sample. The main contribution of the study is validating a divergent scale measuring social presence influence on purchase behaviour through Exploratory Factor Analysis.