Critical factors affecting consumer behavior in online shopping through social network.

Abstract

The aim of this study is to investigate factors that affect consumer behavior of purchasing through social network platform. Online purchasing behavior studies and online decision making process were applied in this study. Using quantitative research to gather data and questionnaire survey were distributed through online channels. Random sampling method was applied to distribute the questionnaires, and the quantitative data was analyzed in statistical with 216 respondents. Multiple regression analysis was used to explain relationship between both subjective factors and objective factors and online consumer purchasing intention on social network. The results show critical factors that affect the online consumer purchasing intention on social network that help online sellers adopt the suitable strategies to attract consumers.

KEY WORDS: Online Shopping/ Consumer Behavior/ Social Network