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

Authors:
Amy Y. Chou
Affiliations:
School of Information Technology, Illinois State University, Normal, IL 61790, USA
Venue:
International Journal of Information Systems and Change Management
Year:
2010

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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.