Shopping on social networks : is this the storefront of the future?

dc.contributor.authorWiese, Melanie
dc.date.accessioned2021-06-17T10:49:42Z
dc.date.issued2021-02
dc.description.abstractConsumers are moving towards social networking technologies as an alternative channel for shopping. This research extended the technology acceptance model (TAM) to investigate the factors that predict Facebook users' behavioural intentions towards the adoption of Facebook shopping, as well as the moderating role of trust. A convenience sample of 384 South African Facebook users completed the online survey. Confirmatory factor analysis (CFA) and structural equation modelling (SEM) were used to test the hypotheses. The results revealed that perceived enjoyment and perceived usefulness were the most important predictors of shopping on Facebook, while privacy risk and social norms did not significantly influence intent to shop. Although the moderating role of trust could not be confirmed it seems as if consumers are more positive about shopping on Facebook than general online shopping. The implications offered will assist in the formulation of effective marketing strategies to drive the up-take of shopping on Facebook.en_ZA
dc.description.departmentMarketing Managementen_ZA
dc.description.embargo2022-02-22
dc.description.librarianhj2021en_ZA
dc.description.urihttp://www.inderscience.com/jhome.php?jcode=IJBISen_ZA
dc.identifier.citationWiese, M. 2021, 'Shopping on social networks: is this the storefront of the future?', International Journal of Business Information Systems, vol. 36, no. 3, pp. 303-326.en_ZA
dc.identifier.issn1746-0972 (print)
dc.identifier.issn1746-0980 (online)
dc.identifier.other10.1504/IJBIS.2021.113280
dc.identifier.urihttp://hdl.handle.net/2263/80344
dc.language.isoenen_ZA
dc.publisherInderscienceen_ZA
dc.rights© 2020 Inderscience Enterprises Ltd.en_ZA
dc.subjectSocial networksen_ZA
dc.subjectFacebooken_ZA
dc.subjectBehavioural intenten_ZA
dc.subjectS-commerceen_ZA
dc.subjectF-commerceen_ZA
dc.subjectOnline shoppingen_ZA
dc.subjectTechnology acceptance model (TAM)en_ZA
dc.subjectSocial supporten_ZA
dc.subjectSocial normsen_ZA
dc.subjectEnjoymenten_ZA
dc.subjectTrusten_ZA
dc.subjectRisken_ZA
dc.subjectUsefulnessen_ZA
dc.subjectConfirmatory factor analysis (CFA)en_ZA
dc.subjectStructural equation modelling (SEM)en_ZA
dc.titleShopping on social networks : is this the storefront of the future?en_ZA
dc.typePostprint Articleen_ZA

Files

Original bundle

Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
Wiese_Shopping_2021.pdf
Size:
155.99 KB
Format:
Adobe Portable Document Format
Description:
Postprint Article

License bundle

Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
license.txt
Size:
1.75 KB
Format:
Item-specific license agreed upon to submission
Description: