Skip navigation
User training | Reference and search service

Library catalog

Content aggregators
Please use this identifier to cite or link to this item:

Title: Using social networks sites in the purchasing decision process
Authors: Miranda, F.
Rubio, S.
Chamorro, A.
Loureiro, S. M. C.
Keywords: Facebook
Networks externalities
Perceived usefulness
Purchasing decision process
Social influence
Technology acceptance model
Issue Date: 2014
Publisher: IGI Global
Abstract: The rise of Web 2.0 tools and mobile devices means that the image of the traditional consumer has to be replaced with an active, permanently connected, consumer who uses the Internet to find information about brands and to share opinions and shopping experiences with other consumers – a consumer who can be classified as a prosumer (producer + consumer). In this context it is important for marketers to know how consumers use social networks within their purchasing decision process. The present work describes an online survey of more than 500 Facebook users in Spain and Portugal, aimed at identifying which aspects most influence their intention to use this social network in their purchasing decisions. A structural equation model was constructed based on the Technology Acceptance Model (TAM), in which the intended use of Facebook in purchasing decisions depends on two variables: perceived usefulness and perceived ease of use, with attitude being a mediating variable. The background variables considered were aptitude, network externalities, perceived privacy protection, and social influence. The results show that the intended use of Facebook in purchasing decisions is influenced by its perceived usefulness, by social influence, and by the attitude to Facebook. In contrast, the perceived ease of use does not have such direct influence.
Peer reviewed: Sim
ISSN: 1548-1131
Publisher version: The definitive version is available at:
Appears in Collections:BRU-RI - Artigo em revista científica internacional com arbitragem científica

Files in This Item:
File Description SizeFormat 
publisher_version_Using_Social_Networks_Sites_in_the_Purchasing_Decision_Process.pdf483.82 kBAdobe PDFView/Open

FacebookTwitterDeliciousLinkedInDiggGoogle BookmarksMySpace
Formato BibTex MendeleyEndnote Currículo DeGóis 

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.