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Integrating Social Networking Sites into e-Commerce Website: A Study on Online Consumer Behaviour

The high interactivity rate in social networking sites (SNSs) has drawn the attention of many researchers and businesses. However, this has at the same time made it difficult for businesses to decide where to build their web presence - in their e-commerce website or in SNSs. Therefore, this project,...

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Main Author: Stephanie Cristal Daud, Stephanie
Format: Final Year Project
Language:English
Published: Universiti Teknologi PETRONAS 2012
Subjects:
T Technology (General)
Online Access:http://utpedia.utp.edu.my/3905/1/12199_STEPHANIE_CRISTAL__DAUD_Dissertation_with_Technical_Pa.pdf
http://utpedia.utp.edu.my/3905/
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spelling my-utp-utpedia.39052017-01-25T09:41:02Z http://utpedia.utp.edu.my/3905/ Integrating Social Networking Sites into e-Commerce Website: A Study on Online Consumer Behaviour Stephanie Cristal Daud, Stephanie T Technology (General) The high interactivity rate in social networking sites (SNSs) has drawn the attention of many researchers and businesses. However, this has at the same time made it difficult for businesses to decide where to build their web presence - in their e-commerce website or in SNSs. Therefore, this project, embracing the methodology of rapid application development (RAD), aims to study the impact on the online consumers’ behaviour, particularly in their perceived trust, word-of-mouth (WOM) effect among them, and their purchase intention in the e-commerce website, by integrating Facebook social elements into the website interface of an e-commerce website, ToHerHeart.com. A research online survey was developed and distributed before and after this integration. The research outcome shows that the positive impact of this social integration was generally not significant to accept the project hypotheses; integrating Facebook social elements into ToHerHeart.com e-commerce website interface does not really increase the online consumers’ perceived trust, WOM effect among them, and their purchase intention in ToHerHeart.com. The research outcome also suggests that businesses build their e-commerce website and at the same time set up their business webpage in SNSs to optimize the business advantages of both and minimize the overall disadvantages. Recommendations for future research were also outlined in this paper. Universiti Teknologi PETRONAS 2012-05 Final Year Project NonPeerReviewed application/pdf en http://utpedia.utp.edu.my/3905/1/12199_STEPHANIE_CRISTAL__DAUD_Dissertation_with_Technical_Pa.pdf Stephanie Cristal Daud, Stephanie (2012) Integrating Social Networking Sites into e-Commerce Website: A Study on Online Consumer Behaviour. Universiti Teknologi PETRONAS. (Unpublished)
institution Universiti Teknologi Petronas
building UTP Resource Centre
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Petronas
content_source UTP Electronic and Digitized Intellectual Asset
url_provider http://utpedia.utp.edu.my/
language English
topic T Technology (General)
spellingShingle T Technology (General)
Stephanie Cristal Daud, Stephanie
Integrating Social Networking Sites into e-Commerce Website: A Study on Online Consumer Behaviour
description The high interactivity rate in social networking sites (SNSs) has drawn the attention of many researchers and businesses. However, this has at the same time made it difficult for businesses to decide where to build their web presence - in their e-commerce website or in SNSs. Therefore, this project, embracing the methodology of rapid application development (RAD), aims to study the impact on the online consumers’ behaviour, particularly in their perceived trust, word-of-mouth (WOM) effect among them, and their purchase intention in the e-commerce website, by integrating Facebook social elements into the website interface of an e-commerce website, ToHerHeart.com. A research online survey was developed and distributed before and after this integration. The research outcome shows that the positive impact of this social integration was generally not significant to accept the project hypotheses; integrating Facebook social elements into ToHerHeart.com e-commerce website interface does not really increase the online consumers’ perceived trust, WOM effect among them, and their purchase intention in ToHerHeart.com. The research outcome also suggests that businesses build their e-commerce website and at the same time set up their business webpage in SNSs to optimize the business advantages of both and minimize the overall disadvantages. Recommendations for future research were also outlined in this paper.
format Final Year Project
author Stephanie Cristal Daud, Stephanie
author_facet Stephanie Cristal Daud, Stephanie
author_sort Stephanie Cristal Daud, Stephanie
title Integrating Social Networking Sites into e-Commerce Website: A Study on Online Consumer Behaviour
title_short Integrating Social Networking Sites into e-Commerce Website: A Study on Online Consumer Behaviour
title_full Integrating Social Networking Sites into e-Commerce Website: A Study on Online Consumer Behaviour
title_fullStr Integrating Social Networking Sites into e-Commerce Website: A Study on Online Consumer Behaviour
title_full_unstemmed Integrating Social Networking Sites into e-Commerce Website: A Study on Online Consumer Behaviour
title_sort integrating social networking sites into e-commerce website: a study on online consumer behaviour
publisher Universiti Teknologi PETRONAS
publishDate 2012
url http://utpedia.utp.edu.my/3905/1/12199_STEPHANIE_CRISTAL__DAUD_Dissertation_with_Technical_Pa.pdf
http://utpedia.utp.edu.my/3905/
_version_ 1739831085363101696
score 13.211869

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