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首页> 外文期刊>Journal of engineering and technology management >Factors that determine the adoption of Facebook commerce: The moderating effect of age
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Factors that determine the adoption of Facebook commerce: The moderating effect of age

机译：决定采用Facebook商业的因素：年龄的调节作用

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摘要

The importance of social networks has been demonstrated over the last few years, extending to multiple activities related to commerce. This research has two objectives; to provide evidence for the influence of social networks in purchase decision making in individuals and how age can favorably determine the development of sales in social commerce and more precisely in Facebook. For this reason, a literature review was carried out about the variables of influence in the intention of use and an online questionnaire was created that was then answered by 205 users with profiles on social networks. The results demonstrate that the social image, subjective norms and usefulness determine the final intention of the users. Furthermore, substantial differences in behavior were observed after the employment of a non a priori PLS-POS segmentation, with the age of the users as the variable that best explained the division of the segments. The proposed research is pioneering for studies of this kind at a national level and proposes interesting lines of action for both future research and in the field of business management. (C) 2017 Elsevier B.V. All rights reserved.
机译：社交网络的重要性在过去几年中得到了证明，并扩展到与商务有关的多种活动。这项研究有两个目标；提供证据证明社交网络对个人购买决策的影响，以及年龄如何有利地决定社交商务（更确切地说是Facebook）中销售的发展。因此，对使用意图的影响变量进行了文献综述，并创建了在线调查表，然后由205位在社交网络上有个人资料的用户回答。结果表明，社会形象，主观规范和有用性决定了用户的最终意图。此外，在采用非先验的PLS-POS细分后，观察到了行为上的实质性差异，其中用户的年龄是最能解释细分的变量。拟议的研究是在全国范围内进行此类研究的先锋，并为未来的研究和企业管理领域提出了有趣的行动方案。 （C）2017 Elsevier B.V.保留所有权利。

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