Using Social Networks Sites in the Purchasing Decision Process

Francisco Javier Miranda González · Sergio Rubio · Antonio Chamorro Mera · Sandra María Correia Loureiro

18 citations0/0 files storedInternational Journal of E-Business Research

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Technology Adoption and User Behaviour Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

The rise of Web 2.0 tools and mobile devices means that the image of the traditional consumer has to be replaced with an active, permanently connected, consumer who uses the Internet to find information about brands and to share opinions and shopping experiences with other consumers – a consumer who can be classified as a prosumer (producer + consumer). In this context it is important for marketers to know how consumers use social networks within their purchasing decision process. The present work describes an on-line survey of more than 500 Facebook users in Spain and Portugal, aimed at identifying which aspects most influence their intention to use this social network in their purchasing decisions. A structural equation model was constructed based on the Technology Acceptance Model (TAM), in which the intended use of Facebook in purchasing decisions depends on two variables: perceived usefulness and perceived ease of use, with attitude being a mediating variable. The background variables considered were aptitude, network externalities, perceived privacy protection, and social influence. The results show that the intended use of Facebook in purchasing decisions is influenced by its perceived usefulness, by social influence, and by the attitude to Facebook. In contrast, the perceived ease of use does not have such direct influence.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1999Self-Efficacy: The Exercise of Control 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1997Self-efficacy: the exercise of control 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 2009Users of the world, unite! The challenges and opportunities of Social Media

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2018New social consumer? Determining factors of Facebook commerce 2023Determinants of interaction intention to purchase online in less developed countries: The moderating role of technology infrastructure 2016Payment Methods and Purchase Intention from Online Stores 2021Female Users’ Behavioral Intention to Purchase in Social Commerce through Social Networking Sites

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