Artigo em revista científica Q4
Using social networks sites in the purchasing decision process
Francisco Javier Miranda González (Miranda, F.); Sergio Rubio (Rubio, S.); Antonio Chamorro (Chamorro, A.); Sandra Loureiro (Loureiro, S. M. C.);
Título Revista
International Journal of E-Business Research
Ano
2014
Língua
Inglês
País
Estados Unidos da América
Mais Informação
Scopus

N.º de citações: 9

(Última verificação: 2019-09-13 14:42)

Ver o registo na Scopus

Abstract/Resumo
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.
Agradecimentos/Acknowledgements
--
Palavras-chave
Facebook, Networks externalities, Perceived usefulness, Purchasing decision process, Social influence, Technology acceptance model
  • Ciências da Computação e da Informação - Ciências Naturais
  • Economia e Gestão - Ciências Sociais

Com o objetivo de aumentar a investigação direcionada para o cumprimento dos Objetivos do Desenvolvimento Sustentável para 2030 das Nações Unidas, é disponibilizada no Ciência-IUL a possibilidade de associação, quando aplicável, dos artigos científicos aos Objetivos do Desenvolvimento Sustentável. Estes são os Objetivos do Desenvolvimento Sustentável identificados pelo(s) autor(es) para esta publicação. Para uma informação detalhada dos Objetivos do Desenvolvimento Sustentável, clique aqui.