Análisis empírico de los factores que influyen en la intención de compra a través de redes sociales
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Universidade de Santiago de Compostela
info
- PaulaOdete Fernandes
Publisher: Instituto Politécnico de Bragança
ISBN: 978-972-745-273-6
Year of publication: 2020
Pages: 235
Congress: Jornadas Hispanolusas de Gestión Científica (30. 2020. Bragança)
Type: Conference paper
Abstract
Social networks development in last years has caused more and more companies are adopting them. This allows them a better response to the needs of the users and creates a space in which they can share experiences and make purchases, resulting in a new market called social commerce. This research focuses on checking and measuring the effect of different factors on consumer’s intention to purchase through social networks. Technology Acceptance Model has been used as starting point, incorporating intrinsic interest in social networks as antecedent. The empirical contrast has been made with a sample of individuals who follow accommodation companies on social networking sites. For the analysis of the data, structural equations were used. The results show a significant influence of user’s intrinsic interest, usefulness and ease of use perceived on purchase intention. These results have important implications for companies with presence in social networking sites.