The influence of facebook friends towards consumer purchase intention.
The main objective of this thesis is to study the influence of Facebook's friends on consumer purchase intention. The study takes into account the increasing use of Facebook nowadays and the influence of Facebook friends towards consumer purchase intention. The focused factors include the perce...
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| Format: | Thesis |
| Language: | English |
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Universiti Malaysia Sarawak, (UNIMAS)
2013
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| Online Access: | http://ir.unimas.my/id/eprint/9402/3/Chua%2C%20Queenie%20Nam%20Sie.pdf http://ir.unimas.my/id/eprint/9402/ |
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| Summary: | The main objective of this thesis is to study the influence of Facebook's friends on consumer purchase intention. The study takes into account the increasing use of Facebook nowadays and the influence of Facebook friends towards consumer purchase intention. The focused factors include the perceived usefulness, perceived ease of use, perceived enjoyment and perceived ability of the product recommendation from Facebook friends. The framework used for this thesis is adapted based on the work by Mohamed (2012).Questionnaires are posted on Facebook using Google's online survey and 300 questionnaires are distributed to undergraduate students of Universiti Malaysia Sarawak (UNIMAS). 439 questionnaires are returned and have been used for analysis purpose. Data collected are being analyzed using exploratory factor analysis, Pearson correlation analysis, regression analysis and also the Cronbach's alpha for reliability test. The study found that among the five independent factors being tested, perceived usefulness and perceived trust of product recommendations from Facebook friends has direct impact towards consumer's intention to seek product information from Facebook friends. The study also shows that product recommendations from Facebook friends are positively related to consumer purchase,intention. |
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