Factors that influence customers’ purchase intention and satisfaction in snacks purchase experience through social media

This study examines snacks purchase intention among social media users in Malaysia. Customers’ purchase intention represents their desire to buy products from a particular shop. Physical attractiveness and sellers’ credibility have been considered as the key factors affecting snacks purchase intention through social media. The data were collected by distributing an online questionnaire. 407 responses were collected. The data were analyzed by using SPSS. Statistical tests that were used in this study include reliability test, descriptive test, and Pearson correlation analysis. The results showed that physical attractiveness and sellers’ credibility influenced customer satisfaction. The study provides insights for both academicians and social media users in relation to snack purchase behaviour through media social.