文章基本信息

标题：Factors Affecting Malaysian young consumers’ online purchase intention in social media websites
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作者：See Siew Sin ; See Siew Sin ; Khalil Md Nor 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2012
卷号：40
页码：326-333
DOI：10.1016/j.sbspro.2012.03.195
语种：English
出版社：Elsevier
摘要：AbstractThe objective of this study was to examine factors that influence Malaysian young consumers’ online purchase intention through social media. The technology acceptance model and the theory of reasoned action were employed to develop the conceptual framework. Three factors, namely perceived ease of use, perceived usefulness and subjective norm were tested. Data were gathered from 297 undergraduate students using the stratified sampling method and multiple regression analysis were conducted to analyse the data. The results revealed that perceived usefulness was the most dominant factors that influence young consumers’ online purchase intention through social media, followed by perceived ease of use and subjective norm. The practical implications of this study were discussed.
关键词：Purchase intention;Social media;TAM