Miranda González, Francisco Javier Rubio Lacoba, Sergio Chamorro Mera, Antonio Correia Loureiro, Sandra María
Year of Publication:
[Journal:] Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE) [ISSN:] 1135-2523 [Volume:] 21 [Year:] 2015 [Issue:] 1 [Pages:] 26-34
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.
Facebook Technology acceptance model Social influence Perceived usefulness Flow model