Determinants of college students' online purchase intentions on social media sites

Abstract

This study investigated that factors determining college students' intention to purchase on social media sites. The Technology Acceptance Model (TAM) was used as the theoretical foundation for the study and the structural equation modeling techniques through the use of Smart PLS 3.0 was used to conduct the analysis. The results show that both perceived usefulness and perceived ease of use were significant determinants of college students' purchase intentions through social media sites. Also perceived ease of use was found to predict the usefulness of purchasing through social media sites. Finally, Electronic Word of Mouth (eWOM) had a threefold direct significant impact on the perceived purchase intentions, perceived usefulness, and perceived ease of use of purchasing through social media. The implications of these findings on the development and promotion of e-commerce via social media are thoroughly discussed.