Chuah, Chong Sheng (2011) The Effectiveness of Facebook Marketing in Influencing the Consumers’ Purchase Intention. Masters thesis, INTI International University.
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Abstract
The aim of this study was the examination of an integrated model that extended the Theory of Planned Behavior (TPB) with an additional factor, trust, by investigating Malaysian Net Generations intention to shop online in Facebook. Based on a sample of 300 net generations, the study found that all the independent variables significantly influenced their intention to shop online in Facebook. The results also showed that trust can enhances the predictive utility of the TPB for the intention of engaging in shopping online in Facebook, along with the three variables (attitude, subjective norm and perceived behavioral control) of the TPB. The findings illustrated that trust factor is the most influential predictor variable of intention to shop online in Facebook, followed by attitude, perceived behavioral control and subjective norm.
| Item Type: | Thesis (Masters) |
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| Additional Information: | MBA 36 |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Business |
| Depositing User: | Unnamed user with email masilah.mansor@newinti.edu.my |
| Date Deposited: | 07 Nov 2016 05:53 |
| Last Modified: | 07 Nov 2016 05:53 |
| URI: | http://eprints.intimal.edu.my/id/eprint/577 |
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