An Empirical Investigation on the Influence of Social Networks on Purchase Decision Making

Abstract

The purpose of this chapter is to examine the factors which influence the intention to use Facebook among Generation Y consumers and its influence on purchase decision making. A quantitative research methodology was used, and the data was collected from 404 respondents in Bangalore city. Partial least square structural equation model using R software was used to analyse data collected. The findings showed that perceived usefulness, perceived enjoyment, perceived credibility, and subjective norm have a significant influence on intention to use Facebook while perceived ease of use does not have a significant influence on intention to use Facebook. Perceived enjoyment has the highest influence on intention to use Facebook followed by subjective norm, perceived credibility, and perceived usefulness. The results of this study also indicated that intention to use Facebook has a significant positive effect on consumers. The findings of this study contribute to an understanding of the importance of the selected factors in affecting the intention to use Facebook.