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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Autores principales:	Saeideh Sharifi fard, Ezhar Tamam, Md Salleh Hj Hassan, Moniza Waheed, Zeinab Zaremohzzabieh
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2016
Materias:	the utaut2 model social networking sites online purchasing behavior malaysia Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/8897feb6724040e5a8bcca891559ec88
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spelling	oai:doaj.org-article:8897feb6724040e5a8bcca891559ec882021-12-02T10:44:29ZFactors affecting Malaysian university students’ purchase intention in social networking sites2331-197510.1080/23311975.2016.1182612https://doaj.org/article/8897feb6724040e5a8bcca891559ec882016-12-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2016.1182612https://doaj.org/toc/2331-1975This 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.Saeideh Sharifi fardEzhar TamamMd Salleh Hj HassanMoniza WaheedZeinab ZaremohzzabiehTaylor & Francis Grouparticlethe utaut2 modelsocial networking sitesonline purchasing behaviormalaysiaBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 3, Iss 1 (2016)
institution	DOAJ
collection	DOAJ
language	EN
topic	the utaut2 model social networking sites online purchasing behavior malaysia Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	the utaut2 model social networking sites online purchasing behavior malaysia Business HF5001-6182 Management. Industrial management HD28-70 Saeideh Sharifi fard Ezhar Tamam Md Salleh Hj Hassan Moniza Waheed Zeinab Zaremohzzabieh Factors affecting Malaysian university students’ purchase intention in social networking sites
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	Saeideh Sharifi fard Ezhar Tamam Md Salleh Hj Hassan Moniza Waheed Zeinab Zaremohzzabieh
author_facet	Saeideh Sharifi fard Ezhar Tamam Md Salleh Hj Hassan Moniza Waheed Zeinab Zaremohzzabieh
author_sort	Saeideh Sharifi fard
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	Taylor & Francis Group
publishDate	2016
url	https://doaj.org/article/8897feb6724040e5a8bcca891559ec88
work_keys_str_mv	AT saeidehsharififard factorsaffectingmalaysianuniversitystudentspurchaseintentioninsocialnetworkingsites AT ezhartamam factorsaffectingmalaysianuniversitystudentspurchaseintentioninsocialnetworkingsites AT mdsallehhjhassan factorsaffectingmalaysianuniversitystudentspurchaseintentioninsocialnetworkingsites AT monizawaheed factorsaffectingmalaysianuniversitystudentspurchaseintentioninsocialnetworkingsites AT zeinabzaremohzzabieh factorsaffectingmalaysianuniversitystudentspurchaseintentioninsocialnetworkingsites
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Factors affecting Malaysian university students’ purchase intention in social networking sites

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