Determinants Of Consumers’ Behavior Change In Social Commerce Via Facebook

Abstract

Consumers are moving towards Internet-based technologies as a medium of communication and a new channel for shopping. Recent developments show that the function of social media like Facebook is not just a medium for social interaction, but have expanded into a channel for online shopping. This study investigates the determinants of consumers’ behavior change toward Facebook as a social shopping channel. Utilizing the extension of the Technology Acceptance Model (TAM) as a framework, perceived trust, perceived usefulness, perceived ease of use, perceived enjoyment, perceived risk and attitude towards use were studied to identify the most effective determinants of consumer behavior change. Survey data were collected from Facebook users in Malaysia with experience shopping online via Facebook. The research data were collected by means of an online survey using a structured questionnaire administered via SurveyMonkey. Out of the 566 responses collected, 520 questionnaires were considered useful for statistical analysis. Statistical tests were calculated with SPSS 20.0 using statistical procedures including descriptive analysis, normality distribution, reliability analysis, Pearson correlation, and multiple regression analysis.