Impact of Social Media Usage on Online Shopping Behavior in the Jordanian Community

Abstract

Social media is increasingly being used as a platform for purchasing products and services as well as making contact. Social commerce is an emerging trend in e-commerce that leverages enhanced consumer-to-consumer interaction to support the purchasing process. This study investigated the effect of using the social media platform ‘Instagram’ on online shopping among Jordanian communities. This research examined the factors of the social media platform (SMP) Instagram, which consists of “perceived usefulness, perceived ease of use, perceived enjoyment, and the impact of trust.”, which was used as the independent variable, while the dependent variable is online shopping. To study this topic, a quantitative method was used to collect primary data through a survey administered to people online in Jordan. A cross-sectional quantitative analysis was conducted using a validated survey distributed to a convenience sample of 600 participants. The data obtained were analyzed using SPSS software. The model in this study was theoretically developed and tested. As a result of the analysis, the statistical results of the multiple regression test indicated that online shopping platform factors have a significant positive relationship with online shopping. Digital marketing has made online shopping available to customers at any time.