Examining the effect of oral communication in social networks on shopping behavior emphasizing the mediator role of attitudes, emotions and social norms

The purpose of this study is to investigate the effect of oralcommunication on consumer purchasing behavior. In this regard, the role of mediator of emotions, social norms and attitudes has been studied.This is an applied and descriptive research in terms of goal and nature respectively.The method is survey in terms of collecting information. The statistical population of the study consisted of customers of automobile departments in Isfahan city. Using Cochran's relationship,384 questionnaires were distributed randomly among them. Reliability of the research tool and composite reliability for all variables were confirmed by Cronbach's alpha.Content validity and structure of the data collection tool were also confirmed.The findings, using structural equation modeling and PLS software,showed that the oral communication variable in the context of social networking among the car agency customers has a significant effect on their intention to purchase them. Also, oral communication has a significant positive, direct effect on emotional variables, shopping attitude and social norms, respectively with a significant amount of20/19,20/32and139/13.Also, the results of the research hypothesis test indicate that the variables of social norms and shopping attitudes have a significant effect on customer intent, but the emotional variables have no significant effect on the intention to buy car customers.