The Impact of Marketing Mix and Social Media Influencer on Online Customers’ Purchase Intention: A Case Study of JD.com

Abstract

This research aimed to study the impact of perception of marketing mix and social media influencer on online customers’ purchase intention among Chinese JD users. One hundred and sixty-two Chinese JD users participated in the survey research. The respondents were Chinese customers aged 18 years to 40 years old and are currently using JD online platform during the last 6 months. The respondents were selected using purposive sampling and convenience. The mean, standard deviation, and hypotheses were analyzed using Regression analysis. The findings revealed that (1) product, place, and promotion are significant predictors of respondents’ purchase intention of JD.com products. However, price is not significant predictors of respondents’ purchase intention of JD.com products and (2) found that social influencer can significantly influence the respondents’ purchase intention of JD.com products.