Modeling the Role of C2C Information Quality on Purchase Decision in Facebook
Summary (2 min read)
1 Introduction
- At present people are getting easier to communicate with each other by the computer mediated communication (CMC) technologies called social media [1].
- Due to the growing amount web traffic, the social network sites (SNS) such as Facebook, Friendster, CyWorld and MySpace are the crucial web applications to access the various visitors in rapid time now a day.
- With the benefit of friend recommendations, widespread sharing and dynamic responses, Facebook become one of the most powerful tool for today’s’ social networking based ecommerce.
- The literature review section has been demonstrated the importance about these five attributes.
- This model has revealed which is based on the Information Adoption Model (IAM).
2 Literature Review
- A recent study proposed a model which based on the Information Adoption Model (IAM) [18].
- The authors applied this research model in Bangladeshi domain and shown more specific consumers behavior analysis in F-commerce.
- Another study analyzed 297 effective data for understanding the influences of system quality, information quality, and service quality for a website to satisfy their consumers [21].
- A theory evaluates using 307 effective data and reveals that cognitive and relational capital positively affects buyers’ loyalty [29].
- One team researchers established a casual model to investigate review quality effect on product and purchase intention [30].
3 Research Model and Hypothesis Development
- The intention of a consumer to purchase a product depends on information quality shown by the information adoption model [32], [33].
- Another models user decision making depends on persuasive information [38].
- Based on this shared knowledge the consumer can easily make a judgment which helps those to make the future prediction about consumer’s behaviors [39].
- The strong ties information are more influential in consumer decision making than that from weak ties in the context of offline word of mouth (WOM) communications or C2C interaction [45].
- Similarly, the present study proposed that the influence of TS on the PUE is stronger when consumers mainly communicate with virtual consumer relationships at Facebook communities.
4.1 Data Collection and Measurement
- A survey was utilized to examine the impact of C2C communication on customer purchase choice.
- The authors did 120 surveys among the Bangladeshi Facebook users who are university students [46].
- The questionnaire survey consists of five attributes, which are AQ, TS, SC, PUE and PD (See Table 1.).
- Following the recommended two-stage analytical procedures [49], the authors tested the measurement model (validity and reliability of the measures) followed by an examination of the structural model (testing the hypothesized relationship).
- To test the significance of the path coefficients (p) and the loadings a bootstrapping method was used [50].
4.2 Sample Profile
- The demographic information of the respondents tabulated in Table 2, where derived from descriptive analysis [51].
- Most of the people are directly or indirectly connected to the internet as well as Facebook.
- In Table 1, the authors have analyzed their survey based on gender.
- Moreover, the authors separate the males and females and found that the male percentage is 23.3% and the female percentage is 76.7%.
5.1 Model Measurement
- To assess the measurement model, two types of validity will be examined, first the convergent validity and then the discriminant validity [52].
- The convergent validity of the measurement is usually ascertained by examining the loadings, average variance extracted and also the composite reliability [53].
- The composite reliabilities were all higher than 0.7 and the AVE (Average Variance Extracted) was also higher than 0.5 as suggested in the literature (see Table 4).
- The discriminant validity of the measures (the degree to which items differentiate among constructs or measure distinct concepts) was examined by following criterion of comparing the correlations between constructs and the square root of the average variance extracted for that construct (see Table 5).
- All the values on the diagonals were greater than the corresponding row and column values indicating the measures were discriminant.
5.2 Structural Model
- To assess the structural model (Structural equation modeling) [54] suggested looking at the path coefficients (p), effect sizes (f 2 ), beta (β) and the corresponding t-statistic [55] via a bootstrapping procedure with a resample of various data or information.
- They also suggested that in addition to these basic measures researchers should also report the effect sizes (f 2 ) [56].
- The outcomes of structural model test display that the path coefficients (p) are statistically significant (p < 0.01), barring for the coefficients of control attributes to PD.
- As the authors hypothesized that PUE would positively effect on PD, hypothesis H1 is susceptible.
- As the authors hypothesized that AQ, SC, and TS would positively affect PUE, hypotheses H2, H3, and H4 are adopted.
6 Discussion
- The research goal of this study was to investigate the role of information quality in increasing purchase intention in F-commerce for Bangladesh aspects.
- Hence PUE has a positive effect on the PD of consumers.
- This result indicated that perceived status among friends and instructor is not an important factor to students compared to other factors.
- This suggests that consumers believe that sharing knowledge will lead to desirable outcomes and favorable consequences.
- The authors identified the objectives that increase the PD of F-commerce.
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Frequently Asked Questions (9)
Q2. What future works have the authors mentioned in the paper "Modeling the role of c2c information quality on purchase decision in facebook" ?
Although the findings provide meaningful implications, future studies should address several limitations. The future study will be conducted on more features for better understanding. Further study could add other cues.
Q3. What scale approach have been used for measuring the theoretical concepts?
Likert scale approach [48] have used for ranging from “1 = strongly disagree” to “7 = strongly agree”, that presented with the set of attributes to measure the theoretical concepts.
Q4. What is the main purpose of the article?
With the benefit of friend recommendations, widespread sharing and dynamic responses, Facebook become one of the most powerful tool for today’s’ social networking based ecommerce.
Q5. What are the key web applications to access the various visitors in rapid time?
Due to the growing amount web traffic, the social network sites (SNS) such as Facebook, Friendster, CyWorld and MySpace are the crucial web applications to access the various visitors in rapid time now a day.
Q6. How did the researchers assess the structural model?
To assess the structural model (Structural equation modeling) [54] suggested looking at the path coefficients (p), effect sizes (f 2 ), beta (β) and the corresponding t-statistic [55] via a bootstrapping procedure with a resample of various data or information.
Q7. What is the importance of trust in the social media survey?
The social media survey of consumer has shown that trust is more usefulness to make the intention of consumers to purchase through social networking sites [23].
Q8. What is the second hypothesis of the study?
Their second hypothesis H2 implies that if consumers enjoy being on the social network or if they enjoy helping other consumers then they are motivated to post knowledge related data on Facebook.
Q9. What is the name of the company that collects the statistics?
Under the statistics collected by Alexa,which is a web traffic data analytics company, Facebook obtained the third rank of the most viewed websites in 2018 after Google and YouTube [2].