A TAM approach of studying the factors in social media and consumer purchase intention in Hong Kong

Abstract

In order to do all these commercial activities in an effective and efficient way, using the online social media platform is a suitable choice. This research studies that perceived risk, perceived usefulness, trust, and electronic word-of-mouth are the four predictors of consumer purchase intention. It is noteworthy that the results of this study show that perceived usefulness, perceived risk and electronic word-of-mouth are the key factors affecting customers’ decision in purchasing. The results show that the consumers’ relationship between their trust in the social media network platform information and the use of the product is not significant.