Investigating the Role of Process Virtualization on Consumers' Online Advertising-to-Purchase Journey in Somalia

Abstract. This study investigates the advertising-to-purchase (ATP) process through the lens
of process virtualization theory (PVT) to understand how requirements for virtualization
shape perceptions of credibility and purchase intentions. An online survey was administered
to 150 consumers with ATP experience in Somalia. The results reveal that informativeness
and identification/control requirements positively influence credibility, while sensory and relationship requirements show no significant effects. Furthermore, customer satisfaction
emerged as a key driver of purchase intention, while credibility had insignificant impact. The
findings imply that providing useful information and assurances around security are more
critical for establishing credibility than replicating sensory experiences. Additionally, fostering customer satisfaction appears vital for driving virtual purchases. This research pioneers
PVT application in examining online ATP processes and Shopping behavior in developing
countries. It provides practical insights for businesses on leveraging virtualization, enhancing
credibility and satisfaction to increase online purchases.