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Unveiling the Influence of Social Technologies on Online Social Shopping in Malaysia

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Current and Future Trends on Intelligent Technology Adoption

Part of the book series: Studies in Computational Intelligence ((SCI,volume 1128))

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Abstract

The Internet technology adoption, the evolution of social networking technology and its application have emerged as innovative tools to assist online social shopping, particularly among generation Z, who cannot live without social networking sites. This paper investigates the factors influencing Malaysian generation Z consumers’ online social shopping purchasing intentions for Cosmetic and Personal Care products. Specifically, it examines the indirect effects of social desire, commercial desire, and trust. Purposive sampling was used in this study, and data were assessed using the Partial Least Squares Structural Equation Modelling technique. The findings show that online social shopping purchase intentions are significantly influenced by social desire, commercial desire, and trust. Trust is the most important factor affecting the purchase intention of online social shipping, followed by commercial desire and social desire. They also play as mediators. This study filled the literature gaps by extending MGB. These results are expected to generate significant insights for practitioners and marketers in developing effective marketing campaigns and promoting Cosmetic and Personal Care products through online social shopping purchases.

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Authors and Affiliations

  1. Universiti Tunku Abdul Rahman, Sungai Long, Kajang, Selangor, Malaysia

    Kin Leong Tang & Tat-Huei Cham

  2. Putra Business School, Seri Kembangan, Selangor, Malaysia

    Kin Leong Tang & Hon Tat Huam

  3. UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia

    Tat-Huei Cham

  4. Tashkent State University of Economics, Tashkent, Uzbekistan

    Tat-Huei Cham

  5. Sunway University Business School, Subang Jaya, Malaysia

    Boon Liat Cheng

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  1. Kin Leong Tang
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  2. Hon Tat Huam
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Correspondence to Tat-Huei Cham .

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Editors and Affiliations

  1. Universiti Tenaga Nasional (UNITEN), Selangor, Malaysia

    Mohammed A. Al-Sharafi

  2. The British University in Dubai, Dubai, United Arab Emirates

    Mostafa Al-Emran

  3. UCSI University, Kuala Lumpur, Malaysia

    Garry Wei-Han Tan

  4. UCSI University, Kuala Lumpur, Malaysia

    Keng-Boon Ooi

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Tang, K.L., Huam, H.T., Cham, TH., Cheng, B.L. (2023). Unveiling the Influence of Social Technologies on Online Social Shopping in Malaysia. In: Al-Sharafi, M.A., Al-Emran, M., Tan, G.WH., Ooi, KB. (eds) Current and Future Trends on Intelligent Technology Adoption. Studies in Computational Intelligence, vol 1128. Springer, Cham. https://doi.org/10.1007/978-3-031-48397-4_10

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