The Influence of Facebook Features and Activities on Consumers’ Purchase Intention

Abstract

Online shopping has become one of the most popular platform for consumer to purchase product without going to the premises. Consumers can purchase any products or services through social media, website and applications of online platform. Therefore, the purpose of this study is to examine the relationship between number of likes, friend’s recommendation, comment posting, sharing posting and Facebook advertisement and its influences towards consumer’s purchase intention of younger consumers (Gen Y). Online questionnaires were distributed in Johor and Selangor using purposive sampling technique. Generation Y respondents were selected and they are Facebook users ages between 19 to 37 years old (1981 to 1996) and with online purchase experiences. Data were collected from 155 respondents and were analysed using Statistical Package for the Social Sciences (SPSS). The results show that all Facebook features and activities which is number of likes, friend’s recommendation, comment posting, sharing posting and Facebook advertisement have significant relationships on Gen Y’s intention to purchase.