Understanding university students’ online purchase decisions through social networking services (Snss)

Yan Sun, Shiqing Wang, Xue Bai, Woon Kian Chong*

*Corresponding author for this work

Research output: Chapter in Book or Report/Conference proceedingConference Proceedingpeer-review

Abstract

This study aims to investigate the effect of e-business integration with social networking services (SNSs), with a particular focus on university students’ online purchase decisions. A quantitative study was adopted, using online survey approach to collect 513 valid empirical data from the university students. Data analysis was conducted by SPSS, started from descriptive aspect to regression test progressively. Several impact factors namely advertisements (ads) on web-page, ads on official homepages, ads on interest groups, and ads posted by friends associated with SNSs were identified and the usage of SNS showed significant impact on university students’ online purchase decisions. The findings suggest SNSs is one of essential tool for the online purchase decision from the Chinese university students’ perspective.

Original languageEnglish
Title of host publicationFuture Information Technology - II
EditorsYi Pan, Cheonshik Kim, Yun Yang, James J. Park
PublisherSpringer Verlag
Pages191-196
Number of pages6
ISBN (Electronic)9789401795579
DOIs
Publication statusPublished - 2015
Event9th FTRA International Conference on Future Information Technology, FutureTech 2014 - Zhangjiajie, China
Duration: 28 May 201431 May 2014

Publication series

NameLecture Notes in Electrical Engineering
Volume329
ISSN (Print)1876-1100
ISSN (Electronic)1876-1119

Conference

Conference9th FTRA International Conference on Future Information Technology, FutureTech 2014
Country/TerritoryChina
CityZhangjiajie
Period28/05/1431/05/14

Keywords

  • Advertisements on SNSs
  • Purchase decisions
  • Social networking services

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