Factors affecting Malaysian university students’ purchase intention in social networking sites

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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Bibliographic Details
Main Authors: Fard, Saeideh Sharifi, Tamam, Ezhar, Hassan, Md Salleh, Waheed, Moniza, Zaremohzzabieh, Zeinab
Format: Article
Language:English
Published: Cogent OA 2016
Subjects:
The UTAUT2 model; Social networking sites; Online purchasing behavior; Malaysia
Online Access:http://psasir.upm.edu.my/id/eprint/54269/
http://psasir.upm.edu.my/id/eprint/54269/1/Factors%20affecting%20Malaysian%20university%20students%20purchase%20intention%20in%20social%20networking%20sites.pdf

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