Factors affecting Malaysian university students’ purchase intention in social networking sites

• Main Authors: Fard, Saeideh Sharifi, Tamam, Ezhar, Hassan, Md Salleh, Waheed, Moniza, Zaremohzzabieh, Zeinab
• Format: Article
• Language: English
• Published: Cogent OA 2016
• Online Access: http://psasir.upm.edu.my/id/eprint/54269/1/Factors%20affecting%20Malaysian%20university%20students%20purchase%20intention%20in%20social%20networking%20sites.pdf; http://psasir.upm.edu.my/id/eprint/54269/; https://www.tandfonline.com/doi/full/10.1080/23311975.2016.1182612

This study applied the unified theory of acceptance and use of technology 2 to examine acceptance and use of social networking sites in a marketing setting. This study uses 370 regular higher education students in Malaysia as respondents. Quantitative method is used. The findings revealed that perfo...