[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-seo-291287-105":3,"detail-sidebar-cat-0-en-105":81,"doc-detail-291287-en":130},{"code":4,"msg":5,"data":6},0,"ok",{"site_id":7,"language":8,"slug":9,"title":10,"keywords":11,"description":12,"schema_data":13,"social_meta":74,"head_meta":76,"extra_data":78,"updated_unix":80},105,"en","online-purchase-in-social-media-an-investigation-on-the-factors-encouraging-consumers-in-chennai","Online Purchase in Social Media - An Investigation on the Factors Encouraging Consumers in Chennai","","This descriptive study examines the factors encouraging consumers to make online purchases through social media, focusing on general consumers in Chennai. Convenience sampling was used to collect responses from 138 consumers. Findings show that 48.5% of respondents were entrepreneurs and 48.5% used Instagram for online purchases, while 59.4% buy when needed. Cash on delivery and door delivery ranked highest as incentives.",{"@graph":14,"@context":73},[15,34,56],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/document/","Document",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/document/exam/","Exam",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/document/online-purchase-in-social-media-an-investigation-on-the-factors-encouraging-consumers-in-chennai/291287/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":49,"encodingFormat":47,"isAccessibleForFree":50,"interactionStatistic":51},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/online-purchase-in-social-media-an-investigation-on-the-factors-encouraging-consumers-in-chennai/291287.png","ImageObject",300,407,{"name":42,"@type":43},"Aladdin","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-10-30","2026-09-17",true,{"@type":52,"interactionType":53,"userInteractionCount":55},"InteractionCounter",{"@type":54},"ViewAction",7,{"@type":57,"mainEntity":58},"FAQPage",[59,65,69],{"name":60,"@type":61,"acceptedAnswer":62},"What is the main purpose of the study on online purchase through social media?","Question",{"text":63,"@type":64},"To examine factors encouraging consumers to purchase products online using social media in Chennai.","Answer",{"name":66,"@type":61,"acceptedAnswer":67},"How were respondents selected and how many consumers participated?",{"text":68,"@type":64},"Convenience sampling selected 138 consumers from Chennai city for the study.",{"name":70,"@type":61,"acceptedAnswer":71},"Which factors most strongly encourage consumers to purchase online?",{"text":72,"@type":64},"Cash on delivery ranked first, and door delivery ranked second among the factors encouraging online purchases.","https://schema.org",{"og:url":32,"og:type":75,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":77,"canonical":32},"index,follow",{"doc_id":79,"site_id":7},291287,1791483293,{"code":4,"msg":82,"data":83},"success",[84,88,92,95,100,105,109,114,119,122,126],{"id":22,"doc_module":4,"doc_module_name":25,"category_name":85,"show_sort_weight":86,"slug":87},"Story & Novel",90,"story-novel",{"id":26,"doc_module":4,"doc_module_name":25,"category_name":89,"show_sort_weight":90,"slug":91},"Literature",80,"literature",{"id":33,"doc_module":4,"doc_module_name":25,"category_name":29,"show_sort_weight":93,"slug":94},70,"exam",{"id":96,"doc_module":4,"doc_module_name":25,"category_name":97,"show_sort_weight":98,"slug":99},5,"Comic",60,"comic",{"id":101,"doc_module":4,"doc_module_name":25,"category_name":102,"show_sort_weight":103,"slug":104},6,"Technology",50,"technology",{"id":55,"doc_module":4,"doc_module_name":25,"category_name":106,"show_sort_weight":107,"slug":108},"Healthcare",40,"healthcare",{"id":110,"doc_module":4,"doc_module_name":25,"category_name":111,"show_sort_weight":112,"slug":113},8,"Research & Report",30,"research-report",{"id":115,"doc_module":4,"doc_module_name":25,"category_name":116,"show_sort_weight":117,"slug":118},9,"Religion & Spirituality",20,"religion-spirituality",{"id":117,"doc_module":4,"doc_module_name":25,"category_name":120,"show_sort_weight":117,"slug":121},"World Cup","world-cup",{"id":123,"doc_module":4,"doc_module_name":25,"category_name":124,"show_sort_weight":123,"slug":125},10,"Lifestyle","lifestyle",{"id":127,"doc_module":4,"doc_module_name":25,"category_name":128,"show_sort_weight":96,"slug":129},19,"General","general",{"code":4,"msg":82,"data":131},{"doc_id":79,"user_id":132,"nickname":42,"user_avatar":133,"doc_module":4,"category_id":33,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":55,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":115,"language":139,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":140,"faqs":141,"seo_title":142,"seo_description":12,"update_tm":143,"read_time":144},2336478503145,"https://ap-avatar.wpscdn.com/davatar_276721f389ce27ea32af1340a28f341c","Online Purchase in social media: An investigation on the factors encouraging consumers in Chennai  \nAthilinga Senjith S.* and K. Chitra†  \nAbstract  \nThis study focuses on the factors encouraging the consumers to go for online purchase using social media.  \nThe study is descriptive in nature. The population of the study is general consumers buying products online through social media is unknown. The convenience sampling method was adopted to draw samples from the total population. The sample size is 138 consumers from Chennai city. 48.5 % of the consumers were Entrepreneursand 48.5% of the consumers are using Instagram for online purchase. 59.4% of the consumers are purchasing products online when needed. Cash on delivery ranked first and Door delivery ranked second for encouraging consumers to purchase products online. It is suggested to reduce impulse purchase while using social media. It is concluded that consumers should be aware about the process of purchasing products online and manage online and offline purchases equally to protect the welfare of the offline traders.  \nKeywords: Cash on delivery, impulse purchase, population, entrepreneurs, convenience sampling, door delivery  \n* Department of Commerce (Accounting and Finance), Guru Nanak College (Autonomous), Chennai, Tamil Nadu, India; senjith.s@gurunan[akcollege.edu.in](akcollege.edu.in).  \n† Department of Commerce (A&F), Shri Shankarlal Sundarbai Shasun Jain College for Women, Chennai, Tamil Nadu, India; k.chitra@shansuncolle[ge.edu.in](ge.edu.in)  \nIntroduction  \nSocial media is the most convenient platform for getting information on products which are used in the daily life of the people. The population of the country is preferring for online purchase than traditional buying activity due to the excessive usage of mobile phones and the social media networks in the country. Social media encourages the consumers to purchase online and provide data on different products used for daily life. Social media advertisements are influencing the consumers to go for impulse purchase while using social media. India has more than 800 million internet users with 491-500 million social media users. Considering the above facts the researchers has chosen this research problem for the study  \nLiterature review  \nNguyen Van Dat [et.al](et.al) (2025) focused on the impact of privacy and perception of consumers on purchase decisions through social media. Varun Dua and Parveen Kumar Garg (2025) investigated the impact of social media on the consumer’s choices and uncovered the relationship between online entertainment commitment and buying behaviour. Priya, P., Jha, R., Bhatta, N. M. K., & Vallinayagam, A. (2025) investigated the factors affecting online buying behaviour of the consumers. Hriday Raheja, and Shweta Patel (2025) revealed the various elements of social media affects customer perception and influences purchase decisions. Saravanapavan Nasiketha (2024), focuses on online purchase intention of the consumers buying products through Facebook. Priyanga T and J. Ashokkum (2022) studied the factors affecting the perception of the consumers engaging online purchase through social media. Hu S, Zhu Z.(2022) studied the purchase intention of consumers affected by social media usage. Zhou R and Tong L (2022) investigated the factors influencing purchase intention of the consumers during livestreaming e-commerce. Arbaina, S., & Suresh, A. S. (2021) stated the factors affecting consumer behaviour purchasing product online. Jen-Ruei Fu [et.al](et.al) (2020) states that consumers depend more on social media for making buying decisions. Social media information is communicating different meanings and social implications for consumers.  \nResearch Gap  \nResearcher has reviewed various research articles related to social media marketing and consumer behaviour. Previous studies were concentrated on perception of consumers, purchase intention, purchase decision, factors affecting purchase decisio","cbCaidwHZvRuyfqE","https://ap.wps.com/l/cbCaidwHZvRuyfqE","pdf",168808,"English","# Abstract\n# Keywords\n# Introduction\n# Literature review\n## Research Gap\n# Research Problem\n# Objectives of the study\n# Methodology\n# Analysis of Data","[{\"question\":\"What is the main purpose of the study on online purchase through social media?\",\"answer\":\"To examine factors encouraging consumers to purchase products online using social media in Chennai.\"},{\"question\":\"How were respondents selected and how many consumers participated?\",\"answer\":\"Convenience sampling selected 138 consumers from Chennai city for the study.\"},{\"question\":\"Which factors most strongly encourage consumers to purchase online?\",\"answer\":\"Cash on delivery ranked first, and door delivery ranked second among the factors encouraging online purchases.\"}]","Online Purchase in Social Media - An Investigation on the Factors Encouraging Consumers in Chennai | PDF",1789644297,23]