Title: The analysis of online social networking: how technology is changing e-commerce purchasing decision

Authors: Amy Y. Chou

Addresses: School of Information Technology, Illinois State University, Normal, IL 61790, USA

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.

Keywords: social networking; online purchasing; e-commerce; change management; electronic commerce; purchasing decisions; conceptual modelling; purchasing behaviour; social network theory; agency theory.

DOI: 10.1504/IJISCM.2010.036917

International Journal of Information Systems and Change Management, 2010 Vol.4 No.4, pp.353 - 365

Published online: 16 Nov 2010 *

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