Exploring the Mediating Role of Social Media Marketing Between Ease of Technology and Online Impulse Buying Using R

This is evident from previous research that ease of use affects online impulse buying [1], [2]. The study further aims to explore the relationship between ease of technology and online impulse buying when it is mediated by Social Media Marketing. This study investigates how the ease of technology, represented by factors given in the Technology Acceptance Model (TAM) by Davis, 1989 influences online impulse buying behavior, and whether social media marketing acts as a mediating factor in this relationship. The research employs quantitative methods, utilizing survey data collected from online consumers. The data is analyzed using statistical methods to find the mediating effect, suggested by Hayes Process Macro model 4 (using R). A greater effect size (0.691) between ease of technology and online impulse buying suggests an organization to emphasize on user-friendly online shopping experience. Also, the outcome depicts a positive result of 0.223 demonstrates a moderately positive link between technological convenience and online impulsive purchase via social media marketing. The findings contribute to a deeper understanding of the interplay between technology, social media marketing, and online impulse buying, providing valuable insights for businesses and marketers in developing effective strategies to enhance online impulse purchases.