A Study on Consumers' Attitudes towards Purchasing Decisions through Facebook in Malaysia

A Study on Consumers' Attitudes towards Purchasing Decisions through Facebook in Malaysia

Muhammad Khalique (Universiti Malaysia Sarawak, Malaysia), Jamal Abdul Nassir bin Shaari (Universiti Malaysia Sarawak, Malaysia) and Abu Hassan Md. Isa (Universiti Malaysia Sarawak, Malaysia)
DOI: 10.4018/978-1-4666-6441-8.ch007
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Abstract

In a contemporary business environment, online shopping via Internet has been used as a most important marketing tool. Nowadays, Internet is widely used for marketing purposes because it is a very effective tool to promote the products and services online. Online shopping is used to establish the organization's image, better services, products information, and to get a competitive edge over their rivals companies. There is no doubt that the majority of organizations and customers are using Social Networking Services (SNSs) such as Facebook as a tool to exchange ideas and to sell and buy products and services. The aim of this chapter is to examine the factors influencing consumers' attitudes towards purchasing decisions through Facebook in Malaysia. In this study, security, advertising, and product performance were used as independent variables while attitude towards Facebook online shopping was treated as a dependent variable. In this study a total of 260 participants were involved to analyze the empirical data. Pearson Correlation was used to examine the association of independent variables with dependent variables while Multiple Regression was employed to test the proposed research hypotheses. The findings show that the proposed research hypotheses are supported.
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2. Online Shopping

Chanidapa & Sirion (2012) argued that online shopping is different as compared to the traditional shopping behavior, and it is characterized with uncertainty, anonymity and lack of control and potential opportunism. Online shopping is a method, by which customers purchase products or services through internet. Internet has reshaped the behavior of customer to buy products or services through online shopping. Online shopping trends forced many organizations to use internet service to satisfy their customers. Internet service provided a fast, low cost and worldwide medium of advertising the products and services. Nowadays many organizations are using internet as one of the most important tools for their business promotions. Besides that, according to Zuroni & Jusoh (2012) argued that online shopping is the method in which customer purchase product or service on the internet and has therefore changed the way consumer and customer behavior of buying products or services at online shopping. This has made many companies to use internet platform to sale product or services at the online shopping with the aim of reducing the marketing cost by marketing communication to the consumers using the digital marketing as the benefit of internet shopping (Zuroni Md & Jusoh, 2012).

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