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2015 | OriginalPaper | Chapter

23. Understanding University Students’ Online Purchase Decisions Through Social Networking Services (SNSs)

Authors : Yan Sun, Shiqing Wang, Xue Bai, Woon Kian Chong

Published in: Future Information Technology - II

Publisher: Springer Netherlands

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Abstract

This study aims to investigate the effect of e-business integration with social networking services (SNSs), with a particular focus on university students’ online purchase decisions. A quantitative study was adopted, using online survey approach to collect 513 valid empirical data from the university students. Data analysis was conducted by SPSS, started from descriptive aspect to regression test progressively. Several impact factors namely advertisements (ads) on web-page, ads on official homepages, ads on interest groups, and ads posted by friends associated with SNSs were identified and the usage of SNS showed significant impact on university students’ online purchase decisions. The findings suggest SNSs is one of essential tool for the online purchase decision from the Chinese university students’ perspective.

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previous chapter The Impact of Social Capital on the Knowledge Sharing Behavior Among the Community Members of a Social Network Knowledge Platform
next chapter User Interface Design and Evaluation for a Mobile Application with Travel News Reader
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Metadata
Title
Understanding University Students’ Online Purchase Decisions Through Social Networking Services (SNSs)
Authors
Yan Sun
Shiqing Wang
Xue Bai
Woon Kian Chong
Copyright Year
2015
Publisher
Springer Netherlands
Book
Future Information Technology - II

Print ISBN: 978-94-017-9557-9

Electronic ISBN: 978-94-017-9558-6

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-94-017-9558-6_23