Attitude And Subjective Norm Toward Facebook Purchase Intention

See, Xin Hui (2014) Attitude And Subjective Norm Toward Facebook Purchase Intention. [Final Year Project Report] (Unpublished)

	PDF See Xin Hui(24pgs).pdf Download (2MB)
	PDF (Please get the password by email to repository@unimas.my , or call ext: 3914 / 3942 / 3933) See Xin Hui(fulltext).pdf Restricted to Registered users only Download (5MB)

Abstract

This study is aim to assess undergraduate attitudes and subjective norm toward purchase intention toward intention to purchase product sold on Facebook. This study is conducted through semi-structured interview and semi-administered questionnaire among Universiti undergraduates. All data were analyzed by using Mean, Pearson Correlation Analysis and Simple Linear Regression. Findings found out that subjective norm had strongest relationship toward intention to purchase Facebook product. Besides that, all variables in this study shown positive affect to independent variable and all hypotheses are accepted. There are some limitations in this study which are scope of study, demographic factors and others. Future research should study on larger scope of study and among different generations. Managers should establish referral marketing program which encourage individual introduce product to someone else. Result of this study has cancel the original idea of TRA that attitude is strongest predictor because this study shown subjective norm is strongest predictor toward intention to purchase Facebook product. This research is generated information on salient beliefs and referents that influence individual attitude and subjective norm toward online shopping at Facebook. Besides that, it is also shows how Malaysian react to purchase Facebook product compared to others culture context.

Actions (For repository members only: login required)

View Item