Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/193751
Authors: 
Miranda González, Francisco Javier
Rubio Lacoba, Sergio
Chamorro Mera, Antonio
Correia Loureiro, Sandra María
Year of Publication: 
2015
Citation: 
[Journal:] Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE) [ISSN:] 1135-2523 [Volume:] 21 [Year:] 2015 [Issue:] 1 [Pages:] 26-34
Abstract (Translated): 
This article reports on an online survey conducted with more than 500 Facebook users in Spain and Portugal, in order to identify which are the most important variables on the intention to use this social network to make buying decisions. The results of this study indicate that the intended use of Facebook in purchasing decisions are influenced by their perceived usefulness, social influence and attitude toward Facebook, while the perceived ease of use has no direct influence on these intention. Furthermore, perceived enjoyment could play an essential role, even higher than the perceived usefulness in determining the attitude of the individual towards Facebook as a tool for finding information about the product.
Subjects: 
Facebook
Technology acceptance model
Social influence
Perceived usefulness
Flow model
JEL: 
M30
M31
Persistent Identifier of the first edition: 
Creative Commons License: 
http://creativecommons.org/licenses/by-nc-nd/3.0/
Document Type: 
Article
Social Media Mentions:

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