Facebook commerce: empirical study with young consumers
Australian and New Zealand Marketing Academy
School of Business and Law
This study aims to investigate the influence of the social networking site-Facebook in the context of shopping for clothing online. Survey data was collected from n=209 Australian consumers and LISREL 9.1 was employed to analyse the data using the Unified Theory of Acceptance and Use of Technology (UTAUT2). The findings suggest that the role of trust is positive and significant in the process of using Facebook for shopping for clothing online. It is also indicated that Facebook plays a critical role in determining consumers’ buying decision-making journey when shopping online for clothing. The behavioural intention to use Facebook for shopping is positively and significantly influenced by performance expectancy, hedonic motivations and trust. This study has implications for both researchers and marketers alike, as consumers are increasingly turning to social media platforms such as Facebook and Instagram as part of their online searching and purchasing behaviour.