Predictive Relationships Among Viral Marketing Communication Exposure, Transaction Risk, Digital Social Capital, and Channel Migration
Published:
2026-11-07Downloads
Abstract
The development of digital technology has fundamentally transformed consumer behavior, with consumers increasingly moving across multiple purchasing channels rather than relying on a single channel. This study examines the predictive relationships among viral marketing communication exposure, perceived transaction risk, digital social capital, consumptive value orientation, and purchase channel migration. A quantitative explanatory design was applied to 100 digital consumers in Indonesia selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SPSS and SmartPLS 4.2.9. The findings show that viral marketing communication exposure has positive and significant effects on consumptive value orientation, perceived transaction risk, and digital social capital. Perceived transaction risk and digital social capital significantly increase channel migration, while consumptive value orientation also has a positive direct effect. Both perceived transaction risk and digital social capital partially mediate the relationship between consumptive value orientation and channel migration. The structural model explains 62.4% of the variance in channel migration. The findings extend consumer behavior research by integrating informational, risk, social, and value mechanisms and provide implications for cross-channel marketing strategies in the digital economy.
Keywords:
Channel Migration Consumptive Value Orientation Digital Social Capital Perceived Transaction Risk Viral Marketing CommunicationReferences
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Copyright (c) 2026 Nurlina Nurlina, Sulistyo Budi Utomo , Dharnita Chandra, Elizabeth, Dicky Jhon Anderson Butarbutar
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