IDEAS home Printed from
   My bibliography  Save this article

Factors affecting Malaysian university students’ purchase intention in social networking sites


  • Saeideh Sharifi fard
  • Ezhar Tamam
  • Md Salleh Hj Hassan
  • Moniza Waheed
  • Zeinab Zaremohzzabieh


This study applied the unified theory of acceptance and use of technology 2 to examine acceptance and use of social networking sites in a marketing setting. This study uses 370 regular higher education students in Malaysia as respondents. Quantitative method is used. The findings revealed that performance expectancy (PE) and hedonic motivation were the main factors that influence users’ online purchase intention (PI) through social networking sites (SNSs) in Malaysia. As for moderating influences of gender and age, the results showed that gender significantly moderated purposed association between these four elements and the online PI, while the moderating effect of age was only recognized in PE. Findings of this research offer practitioners with better insights that would aid them in developing effective online marketing strategies to attract online purchasing users through SNSs.

Suggested Citation

  • Saeideh Sharifi fard & Ezhar Tamam & Md Salleh Hj Hassan & Moniza Waheed & Zeinab Zaremohzzabieh, 2016. "Factors affecting Malaysian university students’ purchase intention in social networking sites," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1182612-118, December.
  • Handle: RePEc:taf:oabmxx:v:3:y:2016:i:1:p:1182612
    DOI: 10.1080/23311975.2016.1182612

    Download full text from publisher

    File URL:
    Download Restriction: Access to full text is restricted to subscribers.

    File URL:
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    1. Ha, Sejin & Stoel, Leslie, 2009. "Consumer e-shopping acceptance: Antecedents in a technology acceptance model," Journal of Business Research, Elsevier, vol. 62(5), pages 565-571, May.
    2. Zeinab Zaremohzzabieh & Bahaman Abu Samah & Mahazan Muhammad & Siti Zobidah Omar & Jusang Bolong & Salleh Bin Hj Hassan & Hayrol Azril Mohamed Shaffril, 2016. "Information and Communications Technology Acceptance by Youth Entrepreneurs in Rural Malaysian Communities: The Mediating Effects of Attitude and Entrepreneurial Intention," Information Technology for Development, Taylor & Francis Journals, vol. 22(4), pages 606-629, October.
    3. Pascual-Miguel, Félix J. & Agudo-Peregrina, Ángel F. & Chaparro-Peláez, Julián, 2015. "Influences of gender and product type on online purchasing," Journal of Business Research, Elsevier, vol. 68(7), pages 1550-1556.
    4. Kim, Myung-Ja & Chung, Namho & Lee, Choong-Ki, 2011. "The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea," Tourism Management, Elsevier, vol. 32(2), pages 256-265.
    5. Oecd, 2013. "Electronic and Mobile Commerce," OECD Digital Economy Papers 228, OECD Publishing.
    6. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Yeo, Sook Fern & Tan, Cheng Ling & Teo, Shen Long & Tan, Kim Hua, 2021. "The role of food apps servitization on repurchase intention: A study of FoodPanda," International Journal of Production Economics, Elsevier, vol. 234(C).
    2. Ameen, Nisreen & Shah, Mahmood Hussain & Sims, Julian & Choudrie, Jyoti & Willis, Robert, 2020. "Are there peas in a pod when considering mobile phone and mobile applications use: A quantitative study," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. Tamilmani, Kuttimani & Rana, Nripendra P. & Prakasam, Naveena & Dwivedi, Yogesh K., 2019. "The battle of Brain vs. Heart: A literature review and meta-analysis of “hedonic motivation” use in UTAUT2," International Journal of Information Management, Elsevier, vol. 46(C), pages 222-235.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mohammadbashir Sedighi & Hamideh Parsaeiyan & Yashar Araghi, 2021. "An Empirical Study of Intention to Continue Using of Digital Ride-hailing Platforms," The Review of Socionetwork Strategies, Springer, vol. 15(2), pages 489-515, November.
    2. Muhammad Anshari & Munirah Ajeerah Arine & Norzaidah Nurhidayah & Hidayatul Aziyah & Md Hasnol Alwee Salleh, 2021. "Factors influencing individual in adopting eWallet," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(1), pages 10-23, March.
    3. Morosan, Cristian, 2016. "An empirical examination of U.S. travelers’ intentions to use biometric e-gates in airports," Journal of Air Transport Management, Elsevier, vol. 55(C), pages 120-128.
    4. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    5. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    6. Gansser, Oliver Alexander & Reich, Christina Stefanie, 2021. "A new acceptance model for artificial intelligence with extensions to UTAUT2: An empirical study in three segments of application," Technology in Society, Elsevier, vol. 65(C).
    7. Bailey, Ainsworth Anthony & Bonifield, Carolyn M. & Arias, Alejandro, 2018. "Social media use by young Latin American consumers: An exploration," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 10-19.
    8. Juan F. Tavera Mesías & Juan C. Sánchez Giraldo & Bernardo Ballesteros Díaz, 2011. "Aceptación del E-Commerce en Colombia: un estudio para la ciudad de Medellín," Revista Facultad de Ciencias Económicas, Universidad Militar Nueva Granada, December.
    9. Natarajan, Thamaraiselvan & Balasubramanian, Senthil Arasu & Kasilingam, Dharun Lingam, 2017. "Understanding the intention to use mobile shopping applications and its influence on price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 8-22.
    10. Driediger, Fabian & Bhatiasevi, Veera, 2019. "Online grocery shopping in Thailand: Consumer acceptance and usage behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 224-237.
    11. Rob Kim Marjerison & Youran Zhang & Hanyi Zheng, 2022. "AI in E-Commerce: Application of the Use and Gratification Model to The Acceptance of Chatbots," Sustainability, MDPI, vol. 14(21), pages 1-16, November.
    12. Yoon, Jeewhan & Vonortas, Nicholas S. & Han, SungWon, 2020. "Do-It-Yourself laboratories and attitude toward use: The effects of self-efficacy and the perception of security and privacy," Technological Forecasting and Social Change, Elsevier, vol. 159(C).
    13. Fosso Wamba, Samuel & Bhattacharya, Mithu & Trinchera, Laura & Ngai, Eric W.T., 2017. "Role of intrinsic and extrinsic factors in user social media acceptance within workspace: Assessing unobserved heterogeneity," International Journal of Information Management, Elsevier, vol. 37(2), pages 1-13.
    14. Mauricio S. Featherman & Nick Hajli, 2016. "Self-Service Technologies and e-Services Risks in Social Commerce Era," Journal of Business Ethics, Springer, vol. 139(2), pages 251-269, December.
    15. Donglin Han & Huiying (Cynthia) Hou & Hao Wu & Joseph H. K. Lai, 2021. "Modelling Tourists’ Acceptance of Hotel Experience-Enhancement Smart Technologies," Sustainability, MDPI, vol. 13(8), pages 1-19, April.
    16. John D'Ambra & Concepción S. Wilson & Shahriar Akter, 2013. "Application of the task-technology fit model to structure and evaluate the adoption of E-books by Academics," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 64(1), pages 48-64, January.
    17. Smith, Rachel & Deitz, George & Royne, Marla B. & Hansen, John D. & Grünhagen, Marko & Witte, Carl, 2013. "Cross-cultural examination of online shopping behavior: A comparison of Norway, Germany, and the United States," Journal of Business Research, Elsevier, vol. 66(3), pages 328-335.
    18. Prateep Puengwattanapong & Adisorn Leelasantitham, 2022. "A Holistic Perspective Model of Plenary Online Consumer Behaviors for Sustainable Guidelines of the Electronic Business Platforms," Sustainability, MDPI, vol. 14(10), pages 1-38, May.
    19. Sohn, Stefanie & Groß, Michael, 2020. "Understanding the inhibitors to consumer mobile purchasing intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    20. Quaglione, Davide & Crociata, Alessandro & Agovino, Massimiliano & Iaia, Lea, 2020. "Cultural capital and online purchase of tourism services," Annals of Tourism Research, Elsevier, vol. 80(C).

    More about this item


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:oabmxx:v:3:y:2016:i:1:p:1182612. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.