Generation Y’s perceptions and online purchase intentions on social commerce

Abstract

This study aimed to examine the relationships between Generation Y’s perceptions and online purchase intentions on social commerce based on technology acceptance model (TAM). A Questionnaire was used as the data collection tool. The sample group in this study included 304 Thai consumers who have purchased or intended to buy products on social commerce, selected by using the convenience sampling method. The data were analyzed through confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results show that: 1) perceived usefulness and perceived ease of use directly influenced purchase intention on social commerce at significant level of 0.01 and 0.05, respectively. 2) perceived enjoyment did not significantly influence purchase intention on social commerce and 3) hedonic factors including perceived ease of use and perceived enjoyment indirectly influenced purchase intentions through perceived usefulness at significant level of 0.01 and 0.05, respectively. The results help entrepreneurs to understand the relationship between consumers’ perceptions and purchase intentions on social commerce for creating the direct effective online marketing strategies.