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Impact of online social media on consumers’ purchasing intention via social network sites

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This study, therefore, tries to build a research model describing the impact of motivations of using SNSs on social e-WOM and the relationship among social e-WOM, consumers’ trust, attitude and purchasing intention via SNSs. After adjusting the measurement scales by a focus group’s discussion, a quantitative survey was executed using the data collected from 509 SNS users and by testing Cronbach’s Alpha reliability, EFA, CFA, and SEM to comment seven proposed hypotheses. |

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