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Exploring the Relationship between WeChat Usage and E-purchase Intention During the COVID-19 Pandemic Among University Students in China

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  • Haitham Medhat Abdelaziz Elsayed Aboulilah
  • Syed Far Abid Hossain
  • Bui Nhat Vuong
  • Tawfiq Jebril

Abstract

Young generations, especially students, are increasingly turning their attention to e-purchasing apps. However, little has been investigated regarding students’ tendencies during market turbulence or a pandemic situation such as COVID-19. To address this knowledge gap, this study develops a model from the perspective of e-purchase intention for university students during the COVID-19 pandemic based on one of the most famous social network sites (SNSs), WeChat, in China. The model is tested using survey data from 608 students studying in China. The results indicate that WeChat, as a popular and commonly used social media, affects users in their e-purchase intention during the COVID-19 pandemic in China through information shared by various users. Further, the effect of trust moderates the relationship between market turbulence and e-purchase intention among university students in China. Despite some limitations, such as survey data collected from students only in a single country, the study contributes to theory and practice by shedding light on SNS-based e-purchase intention among students in China during market turbulence. Theoretical contributions and managerial implications gleaned from this study and its empirical results are discussed.

Suggested Citation

  • Haitham Medhat Abdelaziz Elsayed Aboulilah & Syed Far Abid Hossain & Bui Nhat Vuong & Tawfiq Jebril, 2022. "Exploring the Relationship between WeChat Usage and E-purchase Intention During the COVID-19 Pandemic Among University Students in China," SAGE Open, , vol. 12(4), pages 21582440221, November.
    • Handle: RePEc:sae:sagope:v:12:y:2022:i:4:p:21582440221139447
    DOI: 10.1177/21582440221139447
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    References listed on IDEAS

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    6. Farid Huseynov & Sevgi Özkan Yıldırım, 2019. "Online Consumer Typologies and Their Shopping Behaviors in B2C E-Commerce Platforms," SAGE Open, , vol. 9(2), pages 21582440198, May.
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    Cited by:

    1. Sayed Farrukh Ahmed & A. K. M. Mohsin & Syed Far Abid Hossain, 2023. "Relationship between FDI Inflows and Export Performance: An Empirical Investigation by Considering Structural Breaks," Economies, MDPI, vol. 11(3), pages 1-17, February.

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