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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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Main Authors: Fard, Saeideh Sharifi, Tamam, Ezhar, Hassan, Md Salleh, Waheed, Moniza, Zaremohzzabieh, Zeinab
Format: Article
Language:English
Published: Cogent OA 2016
Online Access:http://psasir.upm.edu.my/id/eprint/54269/1/Factors%20affecting%20Malaysian%20university%20students%20purchase%20intention%20in%20social%20networking%20sites.pdf
http://psasir.upm.edu.my/id/eprint/54269/
https://www.tandfonline.com/doi/full/10.1080/23311975.2016.1182612
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spelling my.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 10.1080/23311975.2016.1182612
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
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.
format Article
author Fard, Saeideh Sharifi
Tamam, Ezhar
Hassan, Md Salleh
Waheed, Moniza
Zaremohzzabieh, Zeinab
spellingShingle Fard, Saeideh Sharifi
Tamam, Ezhar
Hassan, Md Salleh
Waheed, Moniza
Zaremohzzabieh, Zeinab
Factors affecting Malaysian university students’ purchase intention in social networking sites
author_facet Fard, Saeideh Sharifi
Tamam, Ezhar
Hassan, Md Salleh
Waheed, Moniza
Zaremohzzabieh, Zeinab
author_sort Fard, Saeideh Sharifi
title 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_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_sort factors affecting malaysian university students’ purchase intention in social networking sites
publisher Cogent OA
publishDate 2016
url http://psasir.upm.edu.my/id/eprint/54269/1/Factors%20affecting%20Malaysian%20university%20students%20purchase%20intention%20in%20social%20networking%20sites.pdf
http://psasir.upm.edu.my/id/eprint/54269/
https://www.tandfonline.com/doi/full/10.1080/23311975.2016.1182612
_version_ 1643835603174817792
score 13.211869

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