TITLE

SHOPPING ON SOCIAL NETWORKING WEB SITES: ATTITUDES TOWARD REAL VERSUS VIRTUAL ITEMS

AUTHOR(S)
Jiyoung Cha
PUB. DATE
September 2009
SOURCE
Journal of Interactive Advertising;Fall2009, Vol. 10 Issue 1, p77
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Assuming that shopping is a business area into which U.S. social networks can expand, this study explores whether and how factors affecting shopping attitudes on social networking sites may differ according to product type. This study focuses on two types of items that social networking sites carry: real and virtual. It reveals that shopping services have different target consumers and factors according to product type. Age, usefulness, ease of use, security, and fit are critical in establishing favorable attitudes toward shopping for real items. For virtual items, gender, social networking site experience, ease of use, and fit influence the attitudes.
ACCESSION #
49258246

 

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