The effect of integrating social plugins into e-commerce website: a study on online consumer behaviour

Authors:
Y. Y. Chen;F. W. Lai;K. N. Goh;S. C. Daud
Affiliations:
Universiti Teknologi Petronas, Ipoh, Perak, Malaysia;Universiti Teknologi Petronas, Ipoh, Perak, Malaysia;Universiti Teknologi Petronas, Ipoh, Perak, Malaysia;Universiti Teknologi Petronas, Ipoh, Perak, Malaysia
Venue:
Proceedings of the 7th International Conference on Ubiquitous Information Management and Communication
Year:
2013

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Abstract

The high interactivity rate in social networking sites (SNSs) has drawn the attention of many researchers and businesses. However, this high activity rate has made it difficult for businesses to decide where to build their web presence in their e-commerce website or in SNSs. This paper explores the impact of social plugins integration into e-commerce website. An empirical study was undertaken to investigate the impact of social plugins on consumer's perceived trust, word-of-mouth (WOM) effect, and consumer's purchase intention. The result shows that there is positive impact on consumer purchase intention by integrating social plugins in e-commerce website. Recommendations for future research are outlined in this paper.