The analysis of online social networking: how technology is changing e-commerce purchasing decision
by Amy Y. Chou
International Journal of Information Systems and Change Management (IJISCM), Vol. 4, No. 4, 2010

Abstract: A widely used social networking technology enables end-users to participate in social networks and distribute personal contents online. Online networks also serve as new channels that empower consumers discovering products, sharing products preference, and exerting their feedback that influence other members' purchasing decisions. This paper proposes a conceptual model of social networking effects on online purchasing behaviour based on relevant social network theory and agency theory.

Online publication date: Tue, 16-Nov-2010

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