Theoretical Framework

Trust

Electronic Word of Consumer online

Mouth Buying Behavior

Subjective Norms

Dependent Variable Independent Variable

Consumer online Buying Behavior Trust on social media
Age, Gender, and Education Level Electronic Word of Mouth
Subjective Norms

Hypotheses:

H1: Trust is positively linked to Consumer Online Buying behavior from a digital marketing perspective.

H2: Electronic Word of Mouth is positively linked to consumer online buying behavior from a digital
marketing perspective.
H3: Subjective Norms positively affect consumer online buying behavior from a digital marketing
perspective

Test factors Relationship Citation

H1 Trust Trust ---> Consumer ONLINE Buying (D’Alessandro et al., 2012)
Behavior
H2 electronic Word of Electronic Word of Mouth---> (Hossain et al., 2017)
Mouth ONLINE Consumer Buying Behavior
H3 Subjective Norms Subjective Norms ---> Consumer (Moshrefjavadi et al., 2012)
ONLINE Buying Behavior
factors Items Rating Scale Type

Trust To what extent you trust on the content Completely, Mostly, Ordinal Scale
display on e-commerce websites Partially, Sometimes,
Never
How trustworthy you think brands are in e- Completely, Mostly, Ordinal Scale
commerce websites Partially, Sometimes,
Never
How much you feel secure and protected on Always, Mostly, Ordinal Scale
e-commerce websites while shopping online Partially, Sometimes,
Never

To what level you find the content provided Completely, Mostly, Ordinal Scale
in e-commerce websites for marketing are Partially, Sometimes,
useful Never
What is your experience towards social Excellent, Good, Ordinal Scale
media related to online buying? Nuetral, Not that good,
Worst
Electronic Word How frequently you used electronic media Always, Mostly, Ordinal Scale
of Mouth for communicating brands related opinions? Partially, Sometimes,
Never
How much reading articles related brands Always, Mostly, Ordinal Scale
convince you to buy the particular product? Partially, Sometimes,
Never
How much you pleased after reviewing the Always, Mostly, Ordinal Scale
blog of any particular brand? Partially, Sometimes,
Never
How much people opinion on Facebook Always, Mostly, Ordinal Scale
effect your purchasing behavior about any Partially, Sometimes,
product ? Never
How often do you communicate related Always, Mostly, Ordinal Scale
opinions in Instagram in a typical month of Partially, Sometimes,
any brand? Never
Subjective Persons who love you use to buy online? Always, Mostly, Ordinal Scale
Norms Partially, Sometimes,
Never
People who are important to you consider Always, Mostly, Ordinal Scale
you should purchase online? Partially, Sometimes,
Never
People who influence your behavior think Always, Mostly, Ordinal Scale
you should buy online? Partially, Sometimes,
Never
To what extend celebrities you adore on Always, Mostly, Ordinal Scale
social media inspire you to buy online Partially, Sometimes,
Never