Social media plays a significant role in influencing consumer purchasing behavior. Therefore, the aim of this study is to present a causal model of the relationships between attitude toward online shopping and electronic word-of-mouth (eWOM) advertising on the purchase of school educational aids via Instagram (behavior), with the mediating role of online purchase intention.
This research is descriptive-correlational in nature. The statistical population consists of 1,000 followers of an Instagram page specializing in the sale of school educational aids. From this population, a sample of 278 individuals was selected using the convenience sampling method.Data were collected through standard questionnaires: electronic word-of-mouth advertising by Acquisto and Torres (2018), attitude toward online shopping by Klen (1982), online purchase intention by Beck and King (2011), and consumer behavior (online shopping) by Ajzen and Fishbein (2003).The data were then analyzed using path analysis through SPSS and LISREL software.
The results showed that attitude toward online shopping has a significant effect on the purchase of school educational aids via Instagram (ß = 0.16),as well as on online purchase intention
(ß = 0.18).In addition, electronic word-of-mouth advertising has a significant relationship with both the purchase of educational aids via Instagram (ß = 0.24) and online purchase intention
(ß = 0.23).Finally, the direct effect of online purchase intention on consumer behavior
(ß = 0.19)was also reported to be significant.
This study indicates that online businesses can enhance customer purchasing behavior by improving attitudes toward online shopping and leveraging electronic word-of-mouth advertising to increase online purchase intention.