An Emperical Study of Factors Affecting S-commerce Purchase Intention among Students

Abstract

The increased acceptance and usage of social media has given rise to social commerce (s-commerce) yet, little is known about on consumers’ engagement with firms in ways that lead to s-commerce. Therefore, this study addresses this gap by adopting a Technology Acceptance Model to investigate the factors influencing the S-commerce purchase intention among students. Using a quantitative research method, 265 students were selected through simple random sampling technique from one of the public universities in Kelantan. Data were analysed using regression analysis. Findings showed that there was a significant relationship between perceived ease of use and perceived on social commerce purchase intention. The study provides a better understand on customers’ purchase intention which then help the company to plan and