Investigate the Influence of Social Network Sites on Consumers behaviour: Applying the Technology Acceptance Model
- Country : Saudi Arabia
- Subject : Education
This study is aiming to investigate the factors that affect consumers’ online purchase intention through social network sites (SNSs).Theory of reasoned action (TRA) and the technology acceptance model (TAM) were utilized to develop the conceptual framework. Two constructs namely perceived usefulness and behavior intention in addition to the relevant literature on social media and trust was tested. particularly, this study examines i) effects of social media(SM) on trust; ii) effects of trust on perceived usefulness; iii) effects of perceived usefulness and trust on purchase intentions.
Data were gathered from 42 graduates and undergraduate students using the stratified sampling method were analyzed using structural equation modeling and partial least square method.The data obtained from the questionnaire show that social media facilitates social interaction between consumers, which increases the trust level and intention to purchase. The results also revealed that trust was the most dominant construct had a statistically significant effect (α=0.05) on behavioral intention to purchase on the Internet, followed by perceived usefulness of a website. For this study, results, along with practical implications and recommended future research directions were discussed.