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Social commerce behavior among university students in Malaysia

Mohamed Razi, Mohamed Jalaldeen and Mohd Tamrin, Mohd Izzuddin and Hussin, Husnayati (2017) Social commerce behavior among university students in Malaysia. In: 6th International Conference on Computing & Informatics (ICOCI2017), 25 - 27 April 2017, Kuala Lumpur.

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The aim of this study is to investigate the consumer behavior of current Malaysian university students in the social commerce environment. A hypothetical conceptual framework was formulated based on proven theories and previous works. Data were collected from 209 students from a Malaysian public university using self-administered online questionnaire.Though the linear regression supports all proposed hypotheses, the stepwise regression results are mixed.Closeness and familiarity among social network friends are the predictors of trust, while trust and enjoyment are the significant predictors of purchase behavior. The findings might have some practical and theoretical values and contributions.

Item Type: Conference or Workshop Item (Paper)
Additional Information: eISSN 2289-7402 e-ISBN 978-967-0910-33-8 Organized by: School of Computing, Universiti Utara Malaysia Sintok.
Uncontrolled Keywords: Social Commerce, Malaysia, University Students, e-commerce
Subjects: H Social Sciences > HF Commerce
L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: School of Computing
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 27 Jul 2017 02:05
Last Modified: 27 Jul 2017 02:05

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