Social Media Addiction: Role of Web and Digital Experience on Buying Decision Intention and the Moderating Effect of Consumer Review

Nina Farisha Isa
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA

Noor Akma Mohd Salleh, Azmin Azliza Aziz
Faculty of Business Management and Accountancy, University Malaya


The advancement of internet, social media, and digital technologies has profoundly transformed the traditional offline businesses to online businesses. The transformation of these technologies has altered the consumer experience and decision when buying from an e-commerce website. Thus, the purpose of this study was to critically discuss and examine the consumer experience factors that impact consumer buying decision intention, as well as the manner in which consumer review influenced the relationship between consumer experience and buying decision intention. Based on the flow theory, this study focused on the role of web and digital experiences on consumer’s buying decision intention from e-commerce website via the contexts of social media and mobile application. Therefore, it was found that web experience (i.e. usability, interactivity, and aesthetic) and digital experience were critical factors for online buying decision intention. Data collected from 973 respondents suggested that web and digital experiences posed a positive effect on the consumer buying decision intention. Accordingly, the research model was developed to illustrate the comprehensive and respective relationship of web and digital experiences of buying intention. The moderating effect of consumer review also showed significantly positive outcome between digital experience and buying decision intention. Hence, this study is significant in such a way that it extends the flow theory by exploring the role and outcomes of the consumers’ experience towards buying decision intention. Moreover, it provides insightful guidelines for marketers with several practical implications in approaching the emerging markets via consumer experience initiatives.

Keywords: Buying decision intention, Consumer review, Digital experience, Social media, Web experience