Social purchasing and the influence of social networking: a conceptual view

Akwesi Assensoh-Kodua

doi:10.21511/bbs.11(3).2016.05

Abstract

Internet has enabled businesses to offer their merchandise through web-based applications, of which recent phenomenon includes online social networks (OSNs). This paper studies the influence of OSNs through the lens of perceived trust (PT), social norm (SN), user satisfaction (US) and perceived behavioral control (PBC) to find out how these influence participants of OSNs continuance buying intention. A model of IS continuance intention of web-based application was developed to test the above factors. The results show that trust in OSN is based mainly on the degree of the social relations that users have with their vendors, because they are members on the network, on top of their experiences of web service use. US was influenced by PBC, while US also influenced SN and PT with PT exhibiting a strong relationship with SN. Keywords: continuance intention, OSN, participants, purchasing. JEL Classification: Z13, G21, M10, M31, D11, D12

Highlights

There are two main forms of computing online today for business transactions
This paper studies the influence of online social networks (OSNs) through the lens of perceived trust (PT), social norm (SN), user satisfaction (US) and perceived behavioral control (PBC) to find out how these influence participants of OSNs continuance buying intention
This study synthesized three major literature to venture into quite a new dimension of online social network (OSN) for business transactions

Summary

Extended theory and hypotheses

The extant studies on customer satisfaction scarcely address the influence of satisfaction on social norm, but rather, the other way round, creating a strong justification for further investigation (Hsu and Chiu, 2004) This important premise leads this paper to test the following hypothesis: H2: Users’ satisfaction with OSNs will positively influence their ability to succumb to pressure or to put pressure on others to use OSNs for business transactions. This paper is at liberty to state the following hypothesis: H4: Perceived trust in OSNs will positively influence continuance intention of users to use OSNs for business transactions.

Methodology

Data analysis and results

Empirical findings

Conclusion and recommendation

Findings

I select OSN which I believe are honest