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A Study on Consumers' Attitudes towards Purchasing Decisions through Facebook in Malaysia

In a contemporary business environment, online shopping via Internet has been used as a most important marketing tool. Nowadays, Internet is widely used for marketing purposes because it is a very effective tool to promote the products and services online. Online shopping is used to establish the organization’s image, better services, products information, and to get a competitive edge over their rivals companies. There is no doubt that the majority of organizations and customers are using Social Networking Services (SNSs) such as Facebook as a tool to exchange ideas and to sell and buy products and services. The aim of this chapter is to examine the factors influencing consumers’ attitudes towards purchasing decisions through Facebook in Malaysia. In this study, security, advertising, and product performance were used as independent variables while attitude towards Facebook online shopping was treated as a dependent variable. In this study a total of 260 participants were involved to analyze the empirical data. Pearson Correlation was used to examine the association of independent variables with dependent variables while Multiple Regression was employed to test the proposed research hypotheses. The findings show that the proposed research hypotheses are supported. Muhammad Khalique Universiti Malaysia Sarawak, Malaysia Jamal Abdul Nassir bin Shaari Universiti Malaysia Sarawak, Malaysia Abu Hassan Md. Isa Universiti Malaysia Sarawak, Malaysia DOI: 10.4018/978-1-4666-6441-8.ch007