Factors Influencing Behavioral Intention to Purchase Online on Facebook Platform: A Case Study in Phnom Penh City
Abstract
The objective of this study was to analyze factors affecting behavioral intention online shopping on Facebook in Phnom Penh City by structuring the TAM Model with brand ambassador, brand awareness, and electronic word of mouth as the predictive variables. The study employed the quantitative method by conducting a survey questionnaire with 385 respondents who were experiencing online shopping via Facebook in Cambodia. After conducting hypothesis testing by using the multiple regression analysis, the study found that perceived usefulness, perceived ease of use, brand ambassador, and electronic word of mouth had positive and significant effects on behavioral intention. However, brand awareness was not statistically significant on behavioral intention. Within these limitations, the study suggests that the next researcher should integrate other theories such as the Theory of Planned Behavior, the extension of TAM (UTAUT), and the Diffusion of Innovation Theory (DOI) into this conceptual model so that the determinants can be further elaboration. The study also suggests the next research employ a qualitative approach in order to dig deep insight into these factors. Furthermore, the target respondents who live in the provinces should be focused on the next study as well. Finally, the research serves as a reference for the next researchers who wish to conduct a study on a similar topic.
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