Working Adults' Buying Intention Through Online Social Network: An Empirical Study in Malaysia

Syed Shah Alam, Chieh-Yu Lin, Mohd Helmi Ali, Nor Asiah Omar and Mohammad Masukujjaman
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Syed Shah Alam: Universiti Kebangsaan, Malaysia
Chieh-Yu Lin: Chang Jung Christian University, Taiwan
Mohd Helmi Ali: Universiti Kebangsaan, Malaysia
Nor Asiah Omar: Universiti Kebangsaan Malaysia, Malaysia
Mohammad Masukujjaman: Northern University, Bangladesh

International Journal of Technology and Human Interaction (IJTHI), 2021, vol. 17, issue 4, 92-116

Abstract: Most businesses have online social media presence; therefore, understanding of working adult's perception on buying through online social networks is vital. The aim of this study is to examine the effect of perceived value, sociability, usability, perceived risk, trust, and e-word-of-mouth on buying intention through online social network sites. The research model for this study was developed based on the literature on information system research. This study adopted convenient sampling of non-probability sampling procedure. Data were collected through self-administered questionnaire, and PLS-based path analysis was used to analyse responses. The findings of the study shows that perceived value, sociability, usability, e-word-of-mouth, attitude, and subjective norm are significant constructs of buying intention through online social networks. This research can serve as a starting point for online shopping research through online social media while encouraging further exploration and integration addition adoption constructs.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jthi00:v:17:y:2021:i:4:p:92-116

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