Title: Investigating value, loyalty, and trust as determinants of purchase intention on the Pinterest social media network

Authors: Beheruz N. Sethna; Sunil Hazari; Cheryl O'Meara Brown

Addresses: Department of Marketing and Real Estate, Richards College of Business, University of West Georgia, Carrollton, GA 30118, USA ' Department of Marketing and Real Estate, Richards College of Business, University of West Georgia, Carrollton, GA 30118, USA ' Department of Marketing and Real Estate, Richards College of Business, University of West Georgia, Carrollton, GA 30118, USA

Abstract: This paper makes a contribution in the investigation of constructs of value, loyalty, and trust as determinants of purchase intention on the Pinterest social media network, and shows gender variations in engagement and use of Pinterest, relative to other social media. Using the Pinterest social media network, the specific purpose of this study is to investigate constructs of value, loyalty, trust, and the impact of these constructs on purchase intention. Data were gathered from a sample of 357 respondents in the Southeast USA. Constructs of value, loyalty, and trust were tested with good Cronbach alpha results, and found to be determinants of purchase intention. Females had significantly higher scores on these constructs. Engagement varied significantly among social media. Among those with significant gender differences, females had higher engagement, with Pinterest showing the largest relative female-male difference.

Keywords: value; loyalty; trust; purchase intention; Pinterest; gender differences; social media.

DOI: 10.1504/IJEMR.2021.114246

International Journal of Electronic Marketing and Retailing, 2021 Vol.12 No.2, pp.171 - 195

Received: 08 Jan 2019
Accepted: 18 May 2019
Published online: 15 Apr 2021 *

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