Consumer’s Buying Behaviour for Entertainment Event Tickets on Social Commerce

The proliferation of social commerce has changed the mode of consumers interaction and involvement for the purchase of products and services. It is an evolving platform that has made the experiences of both the sellers and buyers convenient and easier. Marketers need to adapt to the changing system and strategies in a better way to reach their target audience. In India, s-commerce has been booming with the simultaneous rise in the number of users of the internet. It has aided various sectors of the businesses to increase their reach and attain market potential. Among the plethora of sectors, entertainment event industry has come to the forefront on social commerce. The study is done to know the factorsthat affects the buying behaviour of consumers for entertainment event tickets through s-commerce in India. The impact of scommerce construct and the factors like cognitive and affective appraisal are studied for 210 respondents belonging to different cities across pan India. An empirical study is done by adopting cognitive and affective appraisal and purchase intention model from previous study. Data collection was done via an online survey. 210 responses were collected and statistical tools such as SPSS and Excel were used for the factor analysis and application of correlation and regression for data analysis. Through this research we found out that social commerce constructs affect the cognitive and affective appraisal of consumers which further impacts the buying behaviour of consumers for entertainment event tickets. The extension of the study can be done for other industry segments and a larger sample can be used.