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Working Adults' Buying Intention Through Online Social Network: An Empirical Study in Malaysia

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  • Syed Shah Alam

    (Universiti Kebangsaan, Malaysia)

  • Chieh-Yu Lin

    (Chang Jung Christian University, Taiwan)

  • Mohd Helmi Ali

    (Universiti Kebangsaan, Malaysia)

  • Nor Asiah Omar

    (Universiti Kebangsaan Malaysia, Malaysia)

  • Mohammad Masukujjaman

    (Northern University, Bangladesh)

Abstract

Most businesses have online social media presence; therefore, understanding of working adult's perception on buying through online social networks is vital. The aim of this study is to examine the effect of perceived value, sociability, usability, perceived risk, trust, and e-word-of-mouth on buying intention through online social network sites. The research model for this study was developed based on the literature on information system research. This study adopted convenient sampling of non-probability sampling procedure. Data were collected through self-administered questionnaire, and PLS-based path analysis was used to analyse responses. The findings of the study shows that perceived value, sociability, usability, e-word-of-mouth, attitude, and subjective norm are significant constructs of buying intention through online social networks. This research can serve as a starting point for online shopping research through online social media while encouraging further exploration and integration addition adoption constructs.

Suggested Citation

  • Syed Shah Alam & Chieh-Yu Lin & Mohd Helmi Ali & Nor Asiah Omar & Mohammad Masukujjaman, 2021. "Working Adults' Buying Intention Through Online Social Network: An Empirical Study in Malaysia," International Journal of Technology and Human Interaction (IJTHI), IGI Global, vol. 17(4), pages 92-116, October.
    • Handle: RePEc:igg:jthi00:v:17:y:2021:i:4:p:92-116
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