Social commerce behavior among university students in Malaysia
The aim of this study is to investigate the consumer behavior of current Malaysian university students in the social commerce environment. A hypothetical conceptual framework was formulated based on proven theories and previous works. Data were collected from 209 students from a Malaysian public...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
School of Computing, Univerisiti Utara Malaysia
2017
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/56808/ http://irep.iium.edu.my/56808/ http://irep.iium.edu.my/56808/18/56808.pdf |
| Summary: | The aim of this study is to investigate the consumer behavior
of current Malaysian university students in the social commerce environment.
A hypothetical conceptual framework was formulated based on proven
theories and previous works. Data were collected from 209 students from
a Malaysian public university using self-administered online questionnaire.
Though the linear regression supports all proposed hypotheses, the stepwise
regression results are mixed. Closeness and familiarity among social network
friends are the predictors of trust, while trust and enjoyment are the
significant predictors of purchase behavior. The findings might have some
practical and theoretical values and contributions. |
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