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The Effect of Integrating Social Plugins into e-Commerce Website: A Study on Online Consumer Behaviour

Lai, Fong Woon (2013) The Effect of Integrating Social Plugins into e-Commerce Website: A Study on Online Consumer Behaviour. In: CM International Conference on Ubiquitous Information Management and Communication.

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Abstract

The high interactivity rate in social networking sites (SNSs) has drawn the attention of many researchers and businesses. However, this has at the same time made it difficult for businesses to decide where to build their web presence - in their e-commerce website or in SNSs. Therefore, this paper explores the impact of social plugins integration into e-commerce website. An empirical study was undertaken to investigate the impact of social plugins on consumer‟s perceived trust, word-of-mouth (WOM) effect, and consumer‟s purchase intention. The result of this study shows that there is positive impact on consumer purchase intention by integrating social plugins in e-commerce website. Recommendations for future research are outlined in this paper.

Item Type:Conference or Workshop Item (Paper)
Academic Subject One:Management and Humanities
Departments / MOR / COE:Departments > Management & Humanities
ID Code:11581
Deposited By: Dr. Fong-Woon Lai
Deposited On:28 Apr 2015 02:54
Last Modified:28 Apr 2015 02:54

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