Young attitudes towards F-commerce advertising

Abstract

Facebook provides the social needs of people to interact with each other. Hence, the companies can advertise their products as long as keeping in touch with their customers on Facebook. The issue in this study is the young consumer's attitude towards advertising and the trust in e-commerce as the advertisement publisher and Facebook itself. This study used a purposive sampling method and selected 300 respondents to respond the questionnaires. Pearson Correlation measured the strength and relation between demographic factors (gender, age and education) and dependent variable. A multiple regression analysis examined the relationship between independent and dependent variables. The result showed that gender and age had a positive correlation with the attitude towards F-commerce advertising. The variable of entertainment, irritation, trust in Facebook, and trust in e-commerce on Facebook had the significant impact on attitude towards F-commerce advertising. Research limitations and further research directions are presented at the end of the paper.