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Miranda, F., Rubio, S., Chamorro, A. & Loureiro, S. M. C. (2014). Using social networks sites in the purchasing decision process. International Journal of E-Business Research. 10 (3), 18-35

F. J. González et al.,  "Using social networks sites in the purchasing decision process", in Int. Journal of E-Business Research, vol. 10, no. 3, pp. 18-35, 2014

@article{gonzález2014_1732201048770,
	author = "Miranda, F. and Rubio, S. and Chamorro, A. and Loureiro, S. M. C.",
	title = "Using social networks sites in the purchasing decision process",
	journal = "International Journal of E-Business Research",
	year = "2014",
	volume = "10",
	number = "3",
	doi = "10.4018/ijebr.2014070102",
	pages = "18-35",
	url = "http://www.igi-global.com/gateway/article/full-text-pdf/116623"
}

TY  - JOUR
TI  - Using social networks sites in the purchasing decision process
T2  - International Journal of E-Business Research
VL  - 10
IS  - 3
AU  - Miranda, F.
AU  - Rubio, S.
AU  - Chamorro, A.
AU  - Loureiro, S. M. C.
PY  - 2014
SP  - 18-35
SN  - 1548-1131
DO  - 10.4018/ijebr.2014070102
UR  - http://www.igi-global.com/gateway/article/full-text-pdf/116623
AB  - The rise of Web 2.0 tools and mobile devices means that the image of the traditional consumer has to be
replaced with an active, permanently connected, consumer who uses the Internet to find information about
brands and to share opinions and shopping experiences with other consumers – a consumer who can be
classified as a prosumer (producer + consumer). In this context it is important for marketers to know how
consumers use social networks within their purchasing decision process. The present work describes an online
survey of more than 500 Facebook users in Spain and Portugal, aimed at identifying which aspects most
influence their intention to use this social network in their purchasing decisions. A structural equation model
was constructed based on the Technology Acceptance Model (TAM), in which the intended use of Facebook
in purchasing decisions depends on two variables: perceived usefulness and perceived ease of use, with
attitude being a mediating variable. The background variables considered were aptitude, network externalities,
perceived privacy protection, and social influence. The results show that the intended use of Facebook
in purchasing decisions is influenced by its perceived usefulness, by social influence, and by the attitude to
Facebook. In contrast, the perceived ease of use does not have such direct influence.
ER  -