Factors Influencing Individuals’ Trust in Online Purchase through Social Networking Sites
Publish Year: 1392
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
ECDC07_003
تاریخ نمایه سازی: 9 تیر 1392
Abstract:
Internet is integrated into nearly all aspects of activities including businesses. It is a medium that can be accessed anywhere. The advancement of Internet has contributed to thedevelopment of electronic commerce and trust has been suggested in the literature to play an essential role in the development of e-commerce. Lately, e-commerce has also taken placed in a new platform, Social Networking Sites (SNSs). As in e-commerce, individuals’ trust isalso important in using SNSs as the medium of commerce. Based on literature review, we found limited number of studies investigating factors that affect individuals’ trust in this medium. Examining factors that influence individuals’ trust in online purchase using SNSswas the primary concern of this research. In this study, four factors were examined which arepropensity to trust, experience in online purchase, testimonial, and monetary risk. Thesamples of this research were 129 Facebook users. Questionnaires were distributed through email and a posting on the researcher’s Facebook. Multiple regression analysis was used to test the relationships proposed in the study. The study revealed that propensity to trust andtestimonial were two significant factors that influence individuals’ trust in online purchase through SNSs.
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Authors
Khalil Md Nor
Faculty of Management, Universiti Teknologi Malaysia
Wan Nur Fazni
Faculty of Management, Universiti Teknologi Malaysia
Ali Al-Ajamrosman Md Yusoff
Faculty of Management, Universiti Teknologi Malaysia
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