Factors affecting Malaysian university students’ purchase intention in social networking sites
This study applied the unified theory of acceptance and use of technology 2 to examine acceptance and use of social networking sites in a marketing setting. This study uses 370 regular higher education students in Malaysia as respondents. Quantitative method is used. The findings revealed that perfo...
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| Format: | Article |
| Language: | English |
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Cogent OA
2016
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| Online Access: | http://psasir.upm.edu.my/id/eprint/54269/1/Factors%20affecting%20Malaysian%20university%20students%20purchase%20intention%20in%20social%20networking%20sites.pdf |
| _version_ | 1825931005178937344 |
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| author | Fard, Saeideh Sharifi Tamam, Ezhar Hassan, Md Salleh Waheed, Moniza Zaremohzzabieh, Zeinab |
| author_facet | Fard, Saeideh Sharifi Tamam, Ezhar Hassan, Md Salleh Waheed, Moniza Zaremohzzabieh, Zeinab |
| author_sort | Fard, Saeideh Sharifi |
| collection | UPM |
| description | This study applied the unified theory of acceptance and use of technology 2 to examine acceptance and use of social networking sites in a marketing setting. This study uses 370 regular higher education students in Malaysia as respondents. Quantitative method is used. The findings revealed that performance expectancy (PE) and hedonic motivation were the main factors that influence users’ online purchase intention (PI) through social networking sites (SNSs) in Malaysia. As for moderating influences of gender and age, the results showed that gender significantly moderated purposed association between these four elements and the online PI, while the moderating effect of age was only recognized in PE. Findings of this research offer practitioners with better insights that would aid them in developing effective online marketing strategies to attract online purchasing users through SNSs. |
| first_indexed | 2024-03-06T09:20:10Z |
| format | Article |
| id | upm.eprints-54269 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T09:20:10Z |
| publishDate | 2016 |
| publisher | Cogent OA |
| record_format | dspace |
| spelling | upm.eprints-542692018-03-09T03:58:49Z http://psasir.upm.edu.my/id/eprint/54269/ Factors affecting Malaysian university students’ purchase intention in social networking sites Fard, Saeideh Sharifi Tamam, Ezhar Hassan, Md Salleh Waheed, Moniza Zaremohzzabieh, Zeinab This study applied the unified theory of acceptance and use of technology 2 to examine acceptance and use of social networking sites in a marketing setting. This study uses 370 regular higher education students in Malaysia as respondents. Quantitative method is used. The findings revealed that performance expectancy (PE) and hedonic motivation were the main factors that influence users’ online purchase intention (PI) through social networking sites (SNSs) in Malaysia. As for moderating influences of gender and age, the results showed that gender significantly moderated purposed association between these four elements and the online PI, while the moderating effect of age was only recognized in PE. Findings of this research offer practitioners with better insights that would aid them in developing effective online marketing strategies to attract online purchasing users through SNSs. Cogent OA 2016 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/54269/1/Factors%20affecting%20Malaysian%20university%20students%20purchase%20intention%20in%20social%20networking%20sites.pdf Fard, Saeideh Sharifi and Tamam, Ezhar and Hassan, Md Salleh and Waheed, Moniza and Zaremohzzabieh, Zeinab (2016) Factors affecting Malaysian university students’ purchase intention in social networking sites. Cogent Business & Management, 3 (1). art. no. 1182612. pp. 1-12. ISSN 2331-1975 https://www.tandfonline.com/doi/full/10.1080/23311975.2016.1182612 The UTAUT2 model; Social networking sites; Online purchasing behavior; Malaysia 10.1080/23311975.2016.1182612 |
| spellingShingle | The UTAUT2 model; Social networking sites; Online purchasing behavior; Malaysia Fard, Saeideh Sharifi Tamam, Ezhar Hassan, Md Salleh Waheed, Moniza Zaremohzzabieh, Zeinab Factors affecting Malaysian university students’ purchase intention in social networking sites |
| title | Factors affecting Malaysian university students’ purchase intention in social networking sites |
| title_full | Factors affecting Malaysian university students’ purchase intention in social networking sites |
| title_fullStr | Factors affecting Malaysian university students’ purchase intention in social networking sites |
| title_full_unstemmed | Factors affecting Malaysian university students’ purchase intention in social networking sites |
| title_short | Factors affecting Malaysian university students’ purchase intention in social networking sites |
| title_sort | factors affecting malaysian university students purchase intention in social networking sites |
| topic | The UTAUT2 model; Social networking sites; Online purchasing behavior; Malaysia |
| url | http://psasir.upm.edu.my/id/eprint/54269/1/Factors%20affecting%20Malaysian%20university%20students%20purchase%20intention%20in%20social%20networking%20sites.pdf |
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