Los límites de la teoría de la estabilidad hegemónica

A person can be influenced socially by three main factors: media, relatives, and friends (Schivinski & Dabrowski, 2016). This applies mainly in the context of commerce (Chen, 2014). These factors were identified through research aiming to assess online shopping intentions. The leading component that affects online shopping is media, followed by family (Limayem et al., 2000). However, Hawang (2005) discovered that friends have little influence on the consumer’s intention to purchase goods online. Nevertheless, trust in online shopping is influenced by media, family and friends (Hwang, 2005). Thus, people independently decided whether to purchase, but were influenced by others as to which sites to buy from; however, studies have shown that mass media, such as the popular press and news reports, greatly influences e-commerce needs, because the mass media influences individuals’ behaviours (Bhattacherjee, 2012).

It is crucial that social media be made accessible to consumers. This enables people to browse information about products, which will exert a positive influence on their purchase intention. Therefore, the number of purchases can be increased by including information about the products on social media such as Facebook, which is the most popular type of social media in countries worldwide, with the exception of a few like China and North Korea. This is a very efficient strategy for companies. Social media pages act as a source of information. Consumers often compare the information about a product from various websites in order to make the best choice (Pöyryet, 2012). A consumer is likely to benefit from the relationship that exists between search questions and social media. This can be seen in Facebook, where Facebook Search has integrated a Search engine allowing users to search for newsfeeds while displaying consumer ads on the side.

It was found that social media plays a key role in marketing (Bough et al., 2010). This is because social media networks are used as advertising platforms, which increase product exposure to a large consumer base. Social media platforms improve brand recognition. Some companies market their products with correlated information on all platforms. This can act as a motivation for companies that have been reluctant to develop strategies to increase their online sales, because most of these consumers, after browsing for information on a product, share the information with family and friends. Hence, there is a higher probability of increased sales (Milkalef et al., 2012).

Studies focusing on the hedonic and utilitarian motivations context of adoption from the TAM were conducted primarily to understand consumer behaviour in company-hosted social media environments (Pöyry et al., 2012). Chin et al. (2009) suggested that the influence of social media in Malaysia in terms of positive and negative messages creates a moderating relationship between trust in the Internet and willingness to provide personal information online.

Ramlugun and Jugurnauth (2014) discussed the role of ease and value-based purchasing on social media platforms compared to traditional channels in relation to attracting customers. These researchers recommended that online social platforms for businesses

should provide quick, easy access to company offerings, as well as detailed information about their benefits.

Research into the users of social media in Saudi Arabia and the UAE with an Internet penetration of 91% in 2016 discovered that a high percentage of people spend too much time on Facebook. Fifty-two percent of the respondents in the UAE said that they could not live without Facebook. Most of them confess that logging into a social media platform like Facebook is the first thing they do on the Internet every day. Further, one-third of respondents said that they access social media in their place of work (Koshy, 2013). Online shopping intention is one of the most frequently applied constructs developed on the basis of the OSAM and applied in various settings. Online shopping is influenced by a variety of factors and contingencies, including age, income, product type, information availability, quality and discount level. Ahmed and Bahaziq (2013) found that many individuals value the time spent shopping with friends or family members.

In addition, most individuals enjoy partaking in social activities while shopping. According to Wolfinbarger and Gilly (2001), the emergence of virtual communities caused a shift in the social benefits derived from the identification of more friends and relatives utilising the Internet. Internet shoppers enhance the information sharing process with online shoppers who have similar interests. Thus, the online experience developed into the main subject of conversations that provide high levels of pleasure to Internet shoppers.

The purchasing process is initiated when a consumer begins browsing for products, which may influence the purchase of these products (Milkalef et al., 2012). Milkalef et al. (2012) identified that purchasing incorporates a series of steps that includes browsing and purchasing. The relationship of social and online intentions to consumer demographics has been noted within the literature, and it has a strong influence upon inclusion within the online shopping process.

This research will highlight social media as a significant factor that can affect online shopping through online shopping intention in Saudi Arabia. Therefore, social media will affect online shopping intention and online shopping. This will test several hypotheses:

through SM; H15) Education is positively associated with OSI through SM; H16) Income is positively associated with OSI through SM; H17) Gender is positively associated with OSI through SM; H18) SM is positively associated with OS through OSI; and H19) M is positively associated with OSI through SM.