Factors Influencing Customer Purchase Intention In Facebook

Zulkifli, Abdul Muizz (2014) Factors Influencing Customer Purchase Intention In Facebook. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) Factors Influencing Customer Purchase Intention In Facebook.pdf - Submitted Version Download (309kB)

Abstract

Facebook is one of the most popular social media in the internet. Many people take advantage of this popular site as a medium for them to do business. For the individual small business owner, most of them usually depend entirely on Facebook to conduct their business. Unfortunately, there were some advantages and disadvantages in purchasing through online method. The objective for this project are to study the relationship between the purchase intention factors and tendency of customer to purchase online and to identify the main factors that affecting the customer of doing online purchases. This study focused more on the way customer reacts to the online business preference. There are few factors that customer consider in doing online purchases. This study focus on three factors that are the price, the service quality and the risk when doing online purchases. The questionnaire was distributed to customer through Facebook and by hand. The results of this study has suggested that the price is the factor that most affecting the customer purchase intention through Facebook. Service quality also is considered by the customer when purchasing online but for the risk factor, customer care less about the risk when purchasing online. This result can help online seller to focus on the factor that give most impact on the purchase intention that is the price.

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