Determinants of online purchase intention and moderating role of trust in social network websites in Malaysia
The rapid growth of social networking sites (SNSs) has led to a change in marketing strategies and purchase behaviour of consumers. Drawing on the Extended Unified Theory of Acceptance and Use of Technology, a theoretical basis for the online buying intention based trust, performance expe...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
IDOSI Publications
2017
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| Online Access: | http://psasir.upm.edu.my/id/eprint/61420/1/Determinants%20of%20online%20purchase%20intention%20and%20moderating%20role%20of%20trust%20in%20social%20network%20websites%20in%20Malaysia.pdf http://psasir.upm.edu.my/id/eprint/61420/ https://www.idosi.org/wasj/wasj35(9)2017.htm |
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| Institution: | Universiti Putra Malaysia |
| Language: | English |
| Summary: | The rapid growth of social networking sites (SNSs) has led to a change in marketing strategies and purchase behaviour of consumers. Drawing on the Extended Unified Theory of Acceptance and Use of Technology, a theoretical basis for the online buying intention based trust, performance expectancy, hedonic motivation, habit, social influence and effort expectancy constructs was examined. The data came from a sample of 370 students who had a prior experience in online buying. It was found that habit, hedonic motivation and performance expectancy were significant predictors of buying intention; however, effort expectancy and social influence did not significantly predict purchase intention. Habit had stronger influence on buying intention for customers with a high level of trust, whereas hedonic motivation and performance expectancy had a higher effect for customers with a low level of trust. Theoretical and practical implications of the findings are discussed. |
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