Determinants and Impact of Online Social Interaction on Online Buying Behaviour

Interactions in the e-commerce between companies and consumers are mainly through the retailer's Web site, interactions in social media such as Facebook are mainly based on virtual activities between consumers and consumers. The primary purpose of this paper is to investigate the determinants o...

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Bibliographic Details
Published in:Procedia, social and behavioral sciences social and behavioral sciences, 2016-05, Vol.219, p.352-358
Main Authors: Isa, Nina Farisha, Salleh, Noor Akma Mohd, Aziz, Azmin Azliza
Format: Article
Language:English
Subjects:
Consumer Buying Behaviour
Field Experiment
Online Social Interaction
Social Influence
Social Media
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Summary:Interactions in the e-commerce between companies and consumers are mainly through the retailer's Web site, interactions in social media such as Facebook are mainly based on virtual activities between consumers and consumers. The primary purpose of this paper is to investigate the determinants of consumer buying behaviour and the role of online social interaction on online buying. Results of natural experiment indicate that online social interaction among the consumers will change the opinion of buying behaviour.
ISSN:1877-0428
1877-0428
DOI:10.1016/j.sbspro.2016.04.045