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What Is The Role Of T.E.A Concept Between Positive Recommendation And Behavioural Intention To Purchase In Social Media?, Phyo Min Tun
What Is The Role Of T.E.A Concept Between Positive Recommendation And Behavioural Intention To Purchase In Social Media?, Phyo Min Tun
The South East Asian Journal of Management
Research Aims: This study explores the antecedents of customers’ behavioural intention to purchase on the social media platform. In addition, the T.E.A concept, the group of consequences of positive recommendation (PR), is developed by amalgamating trust (T), easiness (E), and amusement (A).
Design/Methodology/Approach: The data was collected from 260 random social media users from Myanmar. Both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were employed to examine the observed variables, and structural equation modelling (SEM) techniques were used to estimate the hypotheses in AMOS software.
Research Findings: The results disclose that the T.E.A concept is …