Abstract
Consumers are moving towards social networking technologies as an alternative channel for shopping. This research extended the technology acceptance model (TAM) to investigate the factors that predict Facebook users' behavioural intentions towards the adoption of Facebook shopping, as well as the moderating role of trust. A convenience sample of 384 South African Facebook users completed the online survey. Confirmatory factor analysis (CFA) and structural equation modelling (SEM) were used to test the hypotheses. The results revealed that perceived enjoyment and perceived usefulness were the most important predictors of shopping on Facebook, while privacy risk and social norms did not significantly influence intent to shop. Although the moderating role of trust could not be confirmed it seems as if consumers are more positive about shopping on Facebook than general online shopping. The implications offered will assist in the formulation of effective marketing strategies to drive the up-take of shopping on Facebook.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Business Information Systems
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
