The Factor Influences Student’s Online Purchasing Experiences Across a Variety of Social Media Platforms

Nur Qurratul' Aini Ismail; Ho  Chean Chi

doi:10.32890/jps2024.27.6

Authors

Nur Qurratul' Aini Ismail Faculty of Business & Communication, University Malaysia Perlis, Malaysia
Ho Chean Chi Faculty of Business & Communication, University Malaysia Perlis, Malaysia

DOI:

https://doi.org/10.32890/jps2024.27.6

Keywords:

Student, online purchasing, social media platforms

Abstract

This study examines the experiences of students at a university in northern Malaysia who make online purchases using social media platforms such as Facebook, TikTok, and Instagram. TikTok, and Instagram. Social media has become an important online shopping platform due to the rapid growth of e-commerce, and it has a huge impact on consumer behavior, especially for younger consumers.
The aim of the study is to understand what motivates students to use different social media platforms to make their online purchases, as well as the benefits and difficulties encountered and the satisfaction obtained. There are three objectives studied in this study, which are to identify the factor of perceived usefulness that influences student’s online purchase intention, to identify the factor of perceived of ease-ofuse that influences student’s online purchase intention and to identify the factor of trust that influences students’ online purchase intention. This study was conducted using a thematic analysis, involving a total of seven university students as respondents. The results of the analysis show that there are five factors that influence online purchase decisions. The five factors are: demonstration factors, comments, convenience, trustworthiness, and engaging content. The findings of this study have successfully answered the research questions and research objectives as mentioned before.

Downloads

Download data is not yet available.

References

Abdullah, T., Deraman, S. N. S., Zainuddin, S. A., Azmi, N. F., Abdullah, S. S., Anuar, N. I. M.,... & Hasan, H. (2020). Impact of social media influencer on Instagram user purchase intention towards the fashion products: The perspectives of UMK Pengkalan Chepa campus students. European Journal of Molecular & Clinical Medicine.

Abou Ali, A., Abbass, A., & Farid, N. (2020). Factors influencing customers’ purchase intention in social commerce. International Review of Management and Marketing, 10(5), 63.

Agag, G., Eid, R., Lababdi, H. C., Abdelwahab, M., Aboul-Dahab, S., & Abdo, S. S. (2024). Understanding the impact of national culture differences on customers’ online social shopping behaviours. Journal of Retailing and Consumer Services, 79, 103827.

Beyari, H., & Ghouth, A. (2018). Customer experience in social commerce websites: Toward an integrated conceptual framework. Journal of Management Research, 10(3), 52-62.

Cabales, J. H., Carungay, N. K., Legaspi, K. K., Bacatan, R. J., & Bacatan, J. (2023). The influence of social media marketing on customer purchasing behavior of senior high school students. Quest Journals Journal of Research in Business and Management, 11(10), 74-80.

Cheema, U., Rizwan, M., Jalal, R., Durrani, F., & Sohail, N. (2013). The trend of online shopping in 21st century: Impact of enjoyment in TAM Model. Asian Journal of Empirical Research, 3(2), 131-141.

Dawadi, S. (2021). Thematic analysis approach: A step by step guide for ELT research practitioners. Journal of NELTA, 25(1-2), 62-71.

Davis, F. D., Granić, A., & Marangunić, N. (2024). The technology acceptance model: 30 years of TAM. Springer International Publishing AG.

Dworkin, S. L. (2012). Sample size policy for qualitative studies using in-depth interviews. Archives of Sexual Behavior, 41, 1319-1320.

Ebrahimi, P., Khajeheian, D., Soleimani, M., Gholampour, A., & Fekete-Farkas, M. (2023). User engagement in social network platforms: What key strategic factors determine online consumer purchase behaviour? Economic Research-Ekonomska Istraživanja, 36(1).

Hu, H., Zhang, D., & Wang, C. (2019). Impact of social media influencers’ endorsement on application adoption: A trust transfer perspective. Social Behavior and Personality: An International Journal, 47(11), 1-12.

Ramayah, T., & Ignatius, J. (2005). Impact of perceived usefulness, perceived ease of use and perceived enjoyment on intention to shop online. ICFAI Journal of Systems Management, 3(3), 36-51.

Rehmani, M., & Khan, M. I. (2011). The impact of E-media on customer purchase intention. International Journal of Advanced Computer Science and Applications, 2(3).

Kasinphila, P., Dowpiset, K., & Nuangjamnong, C. (2023). Influence of web design, usefulness, ease of use, and enjoyment on beauty and cosmetics online purchase intention towards a popular brand in Thailand. Research Review, 5(12).

Liang, T. P., & Turban, E. (2011). Introduction to the special issue social commerce: A research framework for social commerce. International Journal of Electronic Commerce, 16(2), 5-14.

Peng, L., Cui, G., Chung, Y., & Zheng, W. (2020). The faces of success: Beauty and ugliness premiums in e-commerce platforms. Journal of Marketing, 84(4), 67-85.

Pradhana, F., & Sastiono, P. (2019, March). Gender differences in online shopping: Are men more shopaholic online? In 12th International Conference on Business and Management Research (ICBMR 2018) (pp. 123-128). Atlantis Press.

Sawmong, S. (2022). Examining the key factors that drives live stream shopping behavior. Emerging Science Journal, 6(6), 1394-1408.

Squires, V. (2023). Thematic analysis. In Varieties of qualitative research methods: Selected contextual perspectives. Springer International Publishing.

Roberts, R. E. (2020). Qualitative Interview Questions: Guidance for Novice Researchers. Qualitative Report, 25(9).

To, A. T., & Trinh, T. H. M. (2021). Understanding behavioral intention to use mobile wallets in Vietnam: Extending the tam model with trust and enjoyment. Cogent Business & Management. 8(1).

Zhao, H., & Rojniruttikul, N. (2023). Enhancing online customer engagement for Zhang Yiyuan tea products: An analysis of convenience, user-friendliness, customer support, and security assurance in the online purchase process. In Proceedings of the 2023 6th International Conference on Information Management and Management Science (pp. 41-47).