Social Network Sites (SNS) as purchase intention predictor for foodservice marketing on students with access to internet

• Published in: Current Issues in Hospitality and Tourism Research and Innovations - Proceedings of the International Hospitality and Tourism Conference, IHTC 2012
• Main Author: Jais A.S.B.; See T.P.
• Format: Conference paper
• Language: English
• Published: Taylor and Francis - Balkema 2012
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84866951610&doi=10.1201%2fb12752-84&partnerID=40&md5=f885f9f473e10289ab9b794514108102

This research examines the relationship of Social Network Sites (SNS) with purchase intention among students who has access to the internet.A working model is proposed for this research by adapting part of Theory of Planned Behavior (TPB), social network sites as independent factor, subjective norm as mediating and purchase intention as dependent factor . Sample group of 350 students are randomly chosen and questionnaires are distributed at four Malaysia's Polytechnics in the central region. Regression and correlation analyses are conducted to test the relationship and effect of independent, mediating and dependant factor. Social network sites shows that it does not affect the purchase intention as most of the result are significant among the factors. The results showed that personal comments affect motivation to comply with others X 2(20)=218, p<0.001. SNS site users also are most likely to purchase after being suggested even though there are and no social pressure from the subjective norm group and support the alternate hypothesis suggested in this research X 2(16)=95, p<.001. © 2012 Taylor & Francis Group.