Social Presence On Purchase Behaviour : Scale Development And Validation

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Dr. K .Vijayakumar, Mrs. Aswathy Sadasivan,


Social presence is the sense of being with others in a social networking platform. Purchase behaviour is the decision processes and acts of people involved in purchasing, repurchasing and using products. The purpose of this paper is to develop a scale to measure social presence influence on purchase behaviour. The scale developed has shown a strong internal consistency, reliability, and has remained consistent across different sample. The main contribution of the study is validating a divergent scale measuring social presence influence on purchase behaviour through Exploratory Factor Analysis.

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